Influential Factors in Maintaining the Existence of the Medium-Class Crispy Chicken Business in the Era of Economic Recovery After the Covid-19 Pandemic (Case Study in Makassar City, South Sulawesi Province, Indonesia)

Abstract

This research was carried out in Makassar City, South Sulawesi Province. Starting from the beginning of February until the end of March 2022. There are two main brands of crispy fried chicken in Makassar, namely the Crispy Fried Chicken brand Hisana Krispy and BFC Duo. The consumer population is estimated at 1 million people, but because consumers are considered close to homogeneous, the sample taken was only 40 people from 10 sales location areas spread across Makassar City. The data analysis used is a qualitative analysis using "Main Component Analysis” or principal component analysis (PCA) with the help of the SPSS 22 and XL-Stat programs. The research results show that the reason consumers buy medium-class crispy fried chicken from physical factors is that the quality factor is quite adequate, both in terms of freshness, taste, and appearance and is part of their daily needs. The reason for the technical factor is that it is easy to get it, that is, it can be obtained at a place crossed from residence to destination. The reasons for socio-economic factors are competitive prices, custom, and affordable for the family income budget. Five factors determine consumer behaviour, namely; based on age, education, promotion, needs, and encouragement of other people.