PROPOSED PROMOTION STRATEGY FOR AYAM GEPREK PAK DHE MOMON

• Main Author: Andre Yogasugama, Mario
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/51046
• Institution: Institut Teknologi Bandung

Culinary business has become one of biggest contribution to creative economy sub-sector of Indonesian total income. And in Riau, food and beverage sector has been growing prorgresively during the last 4 years. The accommodation and food and beverage provider contribution to local gross domestic regional product has been increasing from 1.89% in 2015 to 4.67% in 2018. There are a lot of factor affecting this growth. Even though the ethnic domination of Pekanbaru residence are Minagkabau and Melayu, the rise in multi-culture culinary tenants can be seen in recent years. With the uprising of the technological implantation in culinary industry, the gap between the seller and the customer can be shortened significantly, thanks to the recent phenomenon of the online delivery courier. Also, the rising trend of social media plays an important part in the marketing and promotional activity. Social Media nowdays become one source of information for customer to find their restaurant alternatives. Ayam Geprek Pak Dhe Momon is one of the first player of Ayam Geprek type of culinary in Pekanbaru, that was established in late 2016. Leveraging the benefit of first player, Ayam Geprek Pak Dhe Momon became a local hits in such a short amount of time, accelerating the company strategy to expand its establishment in another location. However, with the initial success, Ayam Geprek Pak Dhe Momon attempt to expand the market by creating other branch was not quite successful. Even though the sales are positive, the ratio between the sales of the Pekanbaru branches and initial branch in Rumbai are significantly low, underlying its difficulty to create new sales nor reach potential customer. Business problem exploration begins with internal analysis on company resource, capabilities and highlighting the current promotional activity strategy. Then, the external analysis is made by external environment and competitor analysis then getting the insight from consumer analysis, to do profiling, and getting the insight their perceived promotional mix and purchase intention. This consumer analysis can be done after distributing questionnaire with 204 respondents. As a quantitative result by doing descriptive and multinilear regression analysis , SWOT can be mapped as a basis to identify the solution from internal capabilities towards external opportunity or threat. These solutions aim to improve Ayam Geprek Pak Dhe Momon promotional activity to attract new customer and convert more sales.