The Decision-Making of Selecting Hungry Sumo Japanese Restaurant in Milwaukee, Wisconsin, the United States

Abstract

The purposes of this research was to determine the decision-making of selecting Hungry Sumo, Japanese restaurant in Milwaukee, Wisconsin, the United States. The population and sample consisted of 400 users of the Hungry Sumo, Japanese restaurant in Milwaukee, Wisconsin, the United States, which used the simple random sampling method and purposive sampling method on a specific area. Because the data from the respondent were considered as the important data, the respondents had to voluntarily provide the response for the research questionnaire. The research instruments were checklist and a 5-level rating scale questionnaire. The quantitative data were analyzed by descriptive statistics, frequency, percentage, mean, standard deviation and test statistics by analyzing F-test statistics. The research results showed that the level of decision-making of selecting Hungry Sumo, Japanese restaurant in Milwaukee, Wisconsin, the United States in overall was at a high level of decision-making. When considered each aspect in descending order as follows; product aspect, promotion aspect, physical evidence aspect, people aspect, price aspect, place aspect and process aspect. By comparing the different characteristics of the respondents in terms of gender, age, marital status, education level, occupation, average monthly income, family size and type of accommodation reflected the average level on the decision-making of selecting Hungry Sumo, Japanese restaurant in Milwaukee, Wisconsin, the United States in overall with no difference at the statistical significance of 0.05.