FACTORS AFFECTING FAST FOOD CONSUMPTION BEHAVIOR IN STUDENTS OF NURSING FACULTY OF MEDICINE DIPONEGORO UNIVERSITY

Abstract

ABSTRACT Background: Lifestyle changes of modern society affect the diet tendency to consume fast food. Fast food processed in restaurants mostly contains limited nutrient. Mostly it contains fat which gives a significant contribution to the risk of disease. The risk the food is not processed according to the standard quality of health. Objective: The aim of this research was to know the quick service, ease of access, low price, good taste, high nutrition content, and a means of socializing as factors that affect the behavior of fast food consumption. Methods: The study is a descriptive survey research of 78 nursing students in Diponegoro University taken by accidental sampling technique. Results: The result showed that means of socializing was the most dominant factors affecting in consuming fast food. Other results showed quick service affecting respondent (60,3%), ease of access (55,1%), low price (60,3%), good taste (60,3%), high nutrition content (51,3%), and a means of socializing (67%) as significant factors that affect the participants’ behavior of fast food consumption. Discussion: Nursing students who generally have a very high activity that takes their time to eat would be greatly helped by the fast service offered by the diner/fast food restaurant. Ease of access make students do not need to spend a lot of cost for transportation to fulfill the needs of eating. The more affordable the price, the greater the purchasing decisions of the consumers conducted. Recommendation for further research is to investigate the attitude and effort of modern society to improve the quality of food consumption. Keywords: Fast food, consuming behavior, student