Factors Influencing Consumer Preferences in Choosing Food Catering Services for Weddings (A Case Study at Tiara Catering by Yanti Ayub)

Abstract

The food processing service industry continues to grow in response to increasing public demand for catering services, particularly for wedding events. Amidst intense competition, understanding consumer preferences has become crucial for business sustainability. This study aims to analyze the factors that influence consumer preferences in selecting food processing services, using a case study of Tiara Catering by Yanti Ayub in Banyumas Regency. The research adopts a quantitative approach with multiple linear regression analysis, based on primary data collected from 35 randomly selected respondents. The results indicate that social media and food quality have a significant influence on consumer preferences, while income, price, and social recommendations do not show a significant effect. These findings suggest that promotional strategies through social media and improvements in food quality are key factors in attracting and retaining customers. The implications of this study provide strategic insights for catering business owners to focus on enhancing their digital presence and maintaining product quality standards in order to strengthen competitiveness in the increasingly dynamic food service industry.