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All Journal The IC-BESTS (International Conference on Business, Economics, Technology, and Social Sciences)
Angelli Oktavia
Business Administration, LP3I Jakarta Polytechnic

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THE GACOAN EFFECT: COMPETITIVE ADVANTAGE AND SOCIAL DINING IN BEKASI Angelli Oktavia; Devi Medyani Cahya; Zanvika Triani
IC-BESTS: International Conference on Business, Economics, Technology, and Social Sciences 2026: The IC-BESTS (International Conference on Business, Economics, Technology, and Social Sciences
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/icbests.v1i1.171

Abstract

This study investigates the persistent crowding phenomenon at Mie Gacoan in Bekasi, a densely populated satellite city. The research purposes are to identify the behavior triggers of customer retention and understand the consumer experience from an immersive perspective. Adopting a qualitative approach, the methodology integrates direct observation of spatial dynamics and participant observation across four strategic branches (Juanda, Golden City, Bintara and Harapan Indah), where researchers actively engaged in the purchasing and dining journey. The main findings reveal that the continuous crowds are driven by a strong “social proof” effect amplified by visible queues alongside the restaurant’s successful adaptation as an affordable “third place” for suburban youth socialization. Consumers willingly endure long waiting times because the shared queueing and dining experience serves as a form of lifestyle validation. The business implication suggests that for low-cost food enterprises in suburban markets, atmospheric and social value are just as critical as pricing strategies for sustaining hyper-growth.
Co-Authors Devi Medyani Cahya Zanvika Triani