ANALISIS PERCEIVED VALUE KONSUMEN TERHADAP UNSUR BIAYA (NON-PRICE RELATED COST), HARGA (PRICE RELATED COST), KUALITAS DAN PERFORMANCE DAN PENGARUHNYA TERHADAP WILLINGNESS TO BUY PADA MENU PAKET MCDONALD’S
The bundling strategy, today, has grown quite rapidly. Eppen, Hanson and Martin (1991) say that “a number of companies realize the value of their customers by combining separate elements of their products in packets”. Bundling strategies are also widely applied to the fastfood industry. In this paper, evidence from previous studies and the results of exploratory research are combined in a conceptual framework established in a model that defines and correlates non-price related cost, price related cost, quality and performance to consumer’s perceived value. This study also analyze the relationship between consumer perceived value and the willingness to buy McDonald’s bundling menu. The purpose of this study is to gain consumer perceptions about the McDonald’s bundling menu, and to build a model that can explain what factors may increase consumer’s perceived value that eventually influence consumers’ willingness to buy fastfood. The findings may explain principles in setting up bundling strategies. The results showed that consumers take the benefits (measured by the quality and performance) and sacrifices (measured by the price in consuming the bundled product) into consideration. The effect of cost was not significant on perceived value. Other findings suggested that there was a relationship between value, quality, Word of Mouth and the willingness to buy McDonald’s bundling menus.
Keywords : bundling, value, price, quality, performance, McDonald’s