FAKTOR-FAKTOR YANG MEMPENGARUHI KEBERHASILAN USAHA PEMEGANG USAHA WARALABA (Studi Kasus Pada Waralaba Makanan danMinuman Lokal di Kota Semarang)

Abstract

Business franchise (franchise) is now growing in Indonesia. This is because in Indonesia with a population of over 200 million people who have the biggest market opportunity. One type of franchise that is being developed at this time is the category of food and beverage franchise locally. This study aims to determine the influeace of to determine the influence of business characteristic, business location, and management ability about success business franchising in Semarang. And to analysis the dominant factor in a successful business franchising in Semarang. The populations used in this study iis the holder of franchise business in Semarang. Samples taken are as many as 82 respondents, by using Non-Probability Sampling method and Accidential Sampling approaches, that is the sample determination method based on coincidence, which are the holders of franchise business in Semarang. According to the stastictical data analysis, the outcome is that the indicators used in this study are valid and the variables are reliable. The classical assumption test, that is multicolinnearity regression model, indicate that there is no hsteroscedasticity, and the distribution is normal. Furtheemore, the analysis result proves the three variable in this study business characteristic variable indicated the most dominant result in business success influence . with regression coefficient of 0,362 followed by business location variable with a regression coefficient of o,336. and bussines characteristic with a regression coefficient 0,296. Those result indicate that all of the independenrt varable affect positively and significancely toward the business through the F-test and T-test, while the Adjusted R-square value of 0,524 indicate that 52,4% of franchise business variable. In Semarang could be explained by yhose three independent variables, and the remaining 47,6% is explained by the other factors outside the study