Analysis of Fast Food Brand Preferences using Eye Tracking and Human Information Processing Model

Indah Puspa Murni; Tata Irfadinata; Titis Wijayanto

doi:10.22441/ijiem.v6i1.27664

Authors

Indah Puspa Murni Industrial Technology, Gajah Tunggal Polytechnic, Kompleks Industri Gajah Tunggal, Jl. Gatot Subroto KM. 7, Pasir Jaya, Jatiuwung, Tangerang, Banten 15133, Indonesia
Tata Irfadinata Department of Mechanical and Industrial Engineering, Gadjah Mada University, Bulaksumur Caturtunggal Kec. Depok Kabupaten Sleman, Daerah Istimewa Yogyakarta 55281, Indonesia
Titis Wijayanto Department of Mechanical and Industrial Engineering, Gadjah Mada University, Bulaksumur Caturtunggal Kec. Depok Kabupaten Sleman, Daerah Istimewa Yogyakarta 55281, Indonesia

DOI:

https://doi.org/10.22441/ijiem.v6i1.27664

Keywords:

Preferences, Eye tracking, Fast food, Dwell time, Human information processing model

Abstract

Fast food is the most favored food among various age groups, from children to the elderly. There are several well-known fast food brands, such as McDonald's (MCD) and Kentucky Fried Chicken (KFC). Both brands compete in innovating and promoting their products to reach a wide target market and continuously strive to improve the quality of their products. Improved product quality is often achieved through interactions between businesses and consumers via digital marketing. Digital marketing is a medium that can accurately represent consumer needs. One of the methods used in digital marketing is through posters. This is necessary to understand consumers' desires through the thinking process when receiving information from the posters provided. This study involved 20 respondent with an average age of 30.45 ± 8.7 years. These respondent were asked to undergo two data collection processes: eye tracking through a gaze recorder website and questionnaire filling through a provided Google Form. The aim of this research is to determine the fast food brand preferences chosen by respondent based on the information obtained using Eye Tracking and the Human Information Processing Model. The results of this study indicate differences in the outcomes of the dwell time results for each age factor and time spent in AOI did not exhibit significant differences among respondent.

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Author Biography

Indah Puspa Murni, Industrial Technology, Gajah Tunggal Polytechnic, Kompleks Industri Gajah Tunggal, Jl. Gatot Subroto KM. 7, Pasir Jaya, Jatiuwung, Tangerang, Banten 15133

Industrial Technology

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