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All Journal Jurnal Sinergitas PkM & CSR Jurnal Manajemen Pelayanan Hotel International Journal of Social and Management Studies (IJOSMAS) JURNAL ILMIAH GLOBAL EDUCATION Prosiding Konferensi Nasional PKM-CSR Jurnal Sosiologi Pertanian dan Agribisnis Jurnal Bangun Manajemen kawanad
Maleachi, Sandra
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Antecedents Word of Mouth Intention in the Restaurant Industry Juliana, Juliana; Pramezwary, Amelda; Maleachi, Sandra; Goeltom, Vasco Adato H.
Jurnal Ilmiah Global Education Vol. 5 No. 1 (2024): JURNAL ILMIAH GLOBAL EDUCATION, Volume 5 Nomor 1, Maret 2024
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v5i1.2185

Abstract

A restaurant is a place that provides good service to all its customers, both in the form of food and drinks. This research aims to investigate the antecedents word of mouth intention This research uses a quantitative approach with a survey method. with a sample size of 102 respondents. The data collection tool in this study used an online questionnaire which was distributed to respondents using a non-probability sampling approach using a purposive sampling technique with the criteria of using respondents who visited the restaurant at least once a year. Data analysis using PLS-SEM. The contribution of this research is to expand the factors that influence positive customer feelings towards restaurants such as environmental quality, food quality, service quality, and comfort. Service Encounter and Awareness as mediation to explain its influence on word-of-mouth intention. The results show that food quality, personal interaction quality, physical environment quality, perceived value, Service Encounter, and Awareness have a significant effect on word-of-mouth intention. This research implies that there is an influence between food quality, personal interaction quality, physical environment quality, and perceived value with word-of-mouth intention, so it can be concluded that food quality and interaction quality can shape customer relationships in providing positive recommendations about restaurants so that customers will visit. return to the restaurant.
Café Marketing Strategy Analysis in The Covid-19 Pandemic Sitorus, Nova Bernedeta; Juliana, Juliana; Maleachi, Sandra; Djakasaputra, Arifin; Prabowo, Gunawan
International Journal of Social and Management Studies Vol. 2 No. 5 (2021): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (363.744 KB) | DOI: 10.5555/ijosmas.v2i5.70

Abstract

Entering the pandemic period, S.T. made several strategic changes. ALi Jakarta includes outlets in SetiaBudi to continue innovating and attracting buyers to shop because of the PSBB and PPKM, which have made profits from the food and beverage industry relatively low. S.T.ALi carried out several marketing strategies during the pandemic. ST, ALi will focus on marketing instant products that are easy to enjoy at home because buyers will spend more time at home. 1-litre bottle packaging and care products are one of the breakthroughs that are widely discussed in Indonesia. This 1-litre bottle packaging can also be more easily marketed with the emergence of new drink types and flavours that are continuously updated regularly within a certain period. In this study, there are two problem formulations: (1) how is the marketing strategy of S.T. Ali Jakarta outlets during the Covid-19 pandemic (2) how does S.T. carry out the marketing mix. Ali outlets during the Covid-19 pandemic. The purpose of this study is to analyze the marketing strategy of S.T. Ali Jakarta outlets during the Covid-19 pandemic and to explore the marketing mix carried out by S.T.ALi outlets during the Covid-19 pandemic. This research is qualitative. The object used in this research is a cafe named S.T. ALi Jakarta, which has an Australian-style concept. Data collection techniques include surveys, participation, observation, interviews, field notes, and analytical memos, elicitation of documents, personal experiences, and participation in follow-up studies. Some data collection techniques are the same as "methodological trade," which can be varied according to the researcher's interests. The study results found that the marketing strategy was done through digital marketing, website facilities, and social media marketing, namely Instagram. Each uploaded content varies and includes important and interesting information to provide the latest promotions to followers and potential customers. The S.T. cafe carries out the marketing mix. ALi Jakarta following the concept of eight Marketing Mixes (8P) has been executed quite well, starting from a variety of products with a uniquely Australian theme, prices according to quality, placement of the right outlets with the location of the majority of the target market, attractive and profitable promotions, skilled human resources. trained and professional to improve the good image, quality packaging with beautiful and durable designs, structured system management, to partnerships that can support and provide every need needed by the organization Keywords — Strategy, Marketing, Restaurant, Hospitality
Co-Authors Alexandra, Theresia Christine, Kezia Diena Mutiara Lemy Djakasaputra, Arifin Goeltom, Vasco Adato H. Gunawan Prabowo, Gunawan Indra, Febryola Irene, Nova Jane, Josephine Juliana Juliana Kimberly, Verena Madeline, Madeline Pramezwary, Amelda Pramono, Rudy Rosianna Sianipar Sitorus, Nova Tanubrata, Jessalyn Tasmalia, Gracia Kilisya Valencia Sutjipto, Abigail Valensky, Sherla Valerie, Nadya Wowor, Wulan Meiaya