Strategi Pengembangaan Usaha melalui Endorsement Leggo.eat di Kota Bandung

Alivia Nurhaliza Arif
Rohandi, Mochamad Malik Akbar
Permana, Rezi Muhamad Taufik

Bandung Conference Series: Business and Management
Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management

Abstract. The culinary industry is an industry that is currently continuing to develop rapidly, because culinary delights have become a daily necessity, Public interest in culinafy is increasing, making business people countinue to make product innovations, Leggo.eat is a business brand in the Japanese culinary sector that suits the taste buds of Indonesian people, whose main product is mentai rice. Business competition is getting tighter, Leggo.eat needs to develop products by studying production aspects, marketing aspects, financial aspects, human resource and technology aspects, Leggo.eat also needs to increase brand popularity by means of endorsements so that the product can be known by the public. The strategy used is to use endorsement which is a form of promotion through a well-known figure in the city of Bandung who has popularity, namely @maulanahasyim_. Leggo.eat uses the SWOT Analysis, Porter's Five Forces, Balance Scorecard, Target and Performance, and Boston Consulting Group (BCG) Matrix methods to evaluate and design business development strategies with the aim of reaching market targets, building relationships with customers, and continuing to innovate. Abstrak. Industri kuliner merupakan industri yang saat ini terus berkembang secara pest, dikarenakan kuliner menjadi kebutuhan sehari-hari. Minat masyarakat terhadap kuliner semakin tinggi menjadikan pelaku bisnis terus membuat inovasi-inovasi produk. Leggo.eat merupakan brand usaha di bidang kuliner khas Jepang yang cocok dengan lidah masyarakat Indonesia, yang memiliki produk utama mentai rice. Persaingaan bisnis yang semakin ketat, Leggo.eat memerlukan pengembangan produk dengan mempelajari aspek produksi, aspek pemasara, aspek keuangan, aspek sumber daya manusia dan teknologi, Leggo.eat juga perlu meningkatkan popularitas brand dengan cara endorsement yang merupakan suatu bentuk promosi melalui tokoh terkenal di Kota Bandung yang memiliki popularitas yaitu @maulanahasyim_. Leggo.eat menggunakan metode SWOT Analysis, Porter’s Five Forces, Balance Scorecard, Target and Perfomance, dan Boston Consulting Group (BCG) Matrix untuk mengevaluasi dan merancang strategi pengembangan bisnis dengan tujuannya untuk mencapai target pasar, membangun hubungan dengan pelanggan, dan terus berinovasi.