PROPOSAL OF THE PROMOTION PROGRAM AND INCREASING CUSTOMER'S SATISFACTION Case Study in XYZ Culture and Gallery Cafe

• Main Author: HERRY (NIM : 29107021) , DESMAWATY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/11984
• Institution: Institut Teknologi Bandung

Bandung is one of popular tour place in Indonesia and often be visited by many local and foreign tourists. These tourists have given a special blessing for Bandung, i.e. Bandung's fast growth economy. The growth of creative industry in Bandung also increases rapidly, i.e.: food industry, handy craft industry, clothing industry, etc. The growth of food industry is increasing until today. With unique taste and the beauty of Bandung's view, many cafe and restaurants are established and become part of Bandung's citizen lifestyle. XYZ is a cafe) that has been established few years ago and use village concept in its style. Unique land contour with many sedimentary rock formation and labu siam plants that grow along XYZ's road. Many "saung" that can be used for 4 people until the big one that can be used by 300 people is available. From its beginning until today, XYZ has grown rapidly. Unfortunately, XYZ is not very popular among citizen of Bandung. Many of them know about XYZ, but they don't really have a desire to enjoy their time there. This is a serious challenge for XYZ in future. Many tourist that come to Bandung without adequate information. They usually will ask people who live in Bandung, either their friends, family or may be a person they have just met. If the people they ask to do not recommend XYZ, than the tourist maybe will think that XYZ is not a good place, while they themselves know nothing about XYZ. A survey of XYZ's customer satisfaction has been conducted in order to know about the level of its customer satisfaction and information about how effective is the promotion program it had conducted. The results show that XYZ's customers feel very convenient to the place, but they do not satisfied with its product and services. To overcome these problems, some improvement proposals have been made. To increase the popularity of XYZ, promotion by advertising media and events will be increased based on available budget. The explanation of how to implement the solution is done by giving examples about promotion program and the cost estimation of it. It is hoped that with low budget, XYZ still can do promotions that can increased the people's awareness of XYZ.