Author:
Daniel Hermawan
Affiliation:
Business Administration Department, Parahyangan Catholic University, Ciumbuleuit 94 Street, Bandung, Indonesia, Indonesia
Keyword(s):
Marketing Innovation, Industry 4.0., Experiential Marketing, Culinary, Social Media
Abstract:
The increase of social media users has made Indonesian people experience changes in terms of consuming products. This phenomenon also affects the marketing strategy of the culinary industry in Bandung to adjust with millennial consumers. Capturing food before eating, posting photos with interesting captions, and recording unique moments with friends and family in culinary places became a common sight that was seen in several culinary places in Bandung. A culinary place that was originally focused on the taste and quality of food now turned into a selfie spot that has its theme and brings a new experience to consumers. Through this research, the author wants to know (1) how marketing innovations designed by culinary owners? (2) How do consumers assess marketing innovations carried out by culinary places? This research uses qualitative methods, namely using case studies and interviews with culinary owners and consumers in 6 Instagramable restaurants in Bandung. The research found that
marketing innovation is a useful tool in providing a competitive advantage for the culinary industry. Consumers assess that marketing innovation carried out by the culinary industry is good, but must be consistent with other factors, such as price, atmosphere, maintenance of facilities, and quality of food offered
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