PROPOSED MARKETING EXPERIENCES THROUGHOUT THE INTEGRATED PROGRAM FOR SAUDAGAR LAWEYAN TO INCREASE PURCHASE INTENTIONS.
This comprehensive research delves into the intricate dynamics of marketing strategies and consumer behavior dynamics in Saudagar Laweyan, a distinguished food and beverage enterprise in Surakarta, Indonesia. Saudagar Laweyan, despite its venerable standing and a vast array of culinary selections, h...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/80039 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This comprehensive research delves into the intricate dynamics of marketing strategies and consumer behavior dynamics in Saudagar Laweyan, a distinguished food and beverage enterprise in Surakarta, Indonesia. Saudagar Laweyan, despite its venerable standing and a vast array of culinary selections, has been encountering a downturn in sales. This trend is attributed to the evolution of consumer tastes, heightened competition, and new market dynamics. The core of this study lies in deciphering the complexities of customer satisfaction and purchase intentions, closely tied to the multifaceted components of the restaurant’s servicescape quality, the ingenuity of product innovation, and the efficacy of promotional endeavors. To gain a profound understanding of these elements, the research employs a hybrid methodological approach. This approach encompasses in-depth interviews with the company's managing director to extract insights into strategic decision-making and surveys distributed amongst patrons to quantify their perceptions and behaviors. Further, the study integrates a rigorous analytical framework to dissect the empirical data, drawing upon established theories in marketing and consumer behavior. The ultimate objective is to craft a set of actionable marketing strategies geared towards augmenting customer purchase intentions, thereby elevating Saudagar Laweyan's standing and performance within the fiercely competitive food and beverage sector. The findings of this research not only aim to bolster Saudagar Laweyan’s market position but also aspire to contribute to the scholarly discourse on strategic marketing in the F&B industry, offering a blueprint for similar businesses grappling with market challenges. |
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