Perkembangan industri fastfood semakin meningkat seiring dengan meningkatnya permintaan dari tahun ke tahun. Permintaan yang meningkat menyebabkan banyak pesaing yang masuk ke industri makanan cepat saji. Hal ini mendorong industry ini untuk berinovasi dengan berbagai cara misalkan menyediakan snack-snack lokal, menyediakan stan khusus melayani pembelian minuman dan ice cream dan lain sebagainya. Namun terdapat pertanyaan apa yang menyebabkan konsumen memutuskan pembelian di fastfood tradisional (yang menyediakan burger, ayam dan kentang goreng)? Pada penelitian ini akan dibahas mengenai peran nilai produk, nilai lokasi, nilai emosional dan nilai sosial pada keputusan pembelian. Penelitian ini dilakukan dengan menyebarkan kuesioner dengan metode self-administered survey dan didapatkan sebesar 151 responden. Teknik sampling yang digunakan yaitu judgemental sampling. Data ini diolah menggunakkan metode SEM. Penelitian ini memiliki implikasi teoritis dan praktis yang berdampak pada keputusan pembelian.

Along with the increasing demand from year to year. The increasing demand causes many competitors to enter the fastfood industry. This encourages the industry to innovate in various ways, for example providing local snacks, providing special booths to serve drinks and ice cream purchases and so on. But there is a question of what causes consumers to decide to buy at traditional fastfood (which provides burgers, chicken and fries)? This study will discuss the role of product value, location value, emotional value and social value in purchasing decisions. This research was conducted by distributing questionnaires using the self-administered survey method and obtained 151 respondents. The sampling technique used is judgemental sampling. This data is processed using the SEM method. This research has theoretical and practical implications that have an impact on purchasing decisions.

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