Sundanese Restaurant Strategy to Survive based on the Consumer’s Perception

Abdul Basith, Tamara Devi, M. Syaefudin Andrianto

2019

Abstract

Bogor Cullinary industry has been growing to dynamic market with very tight competition. Foreign restaurants are becoming ordinary industry. Sundanese local restaurant should have proper marketing strategy to survive. Life style has been changing back to nature, healthy and local food. Sundanese restaurants have chance to survive based on consumer perceptions. This research purpose is to analyze decision making factors in Sundanese restaurants consumption. The methods had used factors and descriptive analysis. Data were collected from 263 respondents. Factor analyses resulted on five factors that affected in Sundanese restaurants consumption. These factors are serving and natural atmosphere; food product; strategic location; pricing factors and halal perception. Sundanese restaurant place characteristics should have natural atmosphere especially water element and traditional music; sit on floor mat; and bamboo element in building architecture. Food product characteristics at least must be served “liwet” rice, chili sauce and tamarind vegetable soup. Main information about Sundanese restaurant come from member family and friends. Promotion below the line is important than above the line.

Paper Citation

in Harvard Style

Basith A., Devi T. and Syaefudin Andrianto M. (2019). Sundanese Restaurant Strategy to Survive based on the Consumer’s Perception. In Proceedings of the 2nd SEAFAST International Seminar - Volume 1: 2nd SIS, ISBN 978-989-758-466-4, pages 67-71. DOI: 10.5220/0009978500002833

in Bibtex Style

@conference{2nd sis19,
author={Abdul Basith and Tamara Devi and M. Syaefudin Andrianto},
title={Sundanese Restaurant Strategy to Survive based on the Consumer’s Perception},
booktitle={Proceedings of the 2nd SEAFAST International Seminar - Volume 1: 2nd SIS,},
year={2019},
pages={67-71},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009978500002833},
isbn={978-989-758-466-4},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd SEAFAST International Seminar - Volume 1: 2nd SIS,
TI - Sundanese Restaurant Strategy to Survive based on the Consumer’s Perception
SN - 978-989-758-466-4
AU - Basith A.
AU - Devi T.
AU - Syaefudin Andrianto M.
PY - 2019
SP - 67
EP - 71
DO - 10.5220/0009978500002833