CONSUMER PREFERENCES STUDY IN VISITING CAFÉ OR RESTAURANT IN BANDUNG DURING COVID 19 PANDEMIC AND SUITABLE SOCIAL MEDIA CONTENT EXPLORATION

• Main Author: Ivani Destriana, Odila
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53051
• Institution: Institut Teknologi Bandung

The existence of COVID 19 has brought a very negative impact to the world economy, including Indonesia. As a result, many cafés/restaurants cannot operate normally. According to reports, at least 6,800 restaurant owners have had to close their businesses during this pandemic. The need to socialize directly face to face, makes people dare to jump back into the outside world. For this condition, the government is no longer applying the PSSB regulation, instead they applied the AKB (Adaptasi Kebiasaan Baru) or what usually called “the new normal” regulation. The trust of consumers in café/restaurant became important. Café/restaurant that has strong branding usually are the ones that get picked during this pandemic. The society demand of feeling safe and secure has made café/restaurant must provide that security. This research aims to understand the consumers preferences in visiting a café/restaurant during COVID 19 pandemic by using mixed methodology, both qualitative and quantitative research methodology. The qualitative research done by conducting a focus group discussion with the selected target market to get insight of the factors that drive consumers to visit a certain café/restaurant. The insight found from FGD, then used to build a fundamental formula to then translated into questions for the questionnaire, which is part of the quantitative research. The questionnaire was spread via online, and get approximately 200 response. The data then processed using SPSS software to analyze the factor. There are three main factors that are found from this research: consumer behavior, costumer motivation, and social media role. From these factors then extracted to several variable in which those became the key to understand the consumer preferences. The proposed business solutions are reminding the consumer of what they want and need by putting the right content on social media platform. According to the respondent, aside from Google, Instagram is their most preferable social media to look for information, and in this case means, that café/restaurant must have a proper and right content to attract consumer. According to the respondent they prefer café/restaurant that gives them thorough information from its operational hours until their healthy protocols. Which can be concluded that social media is certainly the key to attract the consumers.