PROPOSED MARKETING STRATEGY OF JIU JIU CHINESE FOOD 99 BANDUNG

• Main Author: Ivan Michael, Indra
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80263
• Institution: Institut Teknologi Bandung

Jiu Jiu Chinese Food 99 is an affordable Chinese food restaurant that has undergone an exciting rebranding journey from its former identity as Chinese Food 99. With a renewed commitment to delivering authentic flavors, exceptional service, and affordable dining experiences, Jiu Jiu Chinese Food 99 has become a go-to destination for those seeking delicious and budget-friendly Chinese cuisine. However, despite its initial success and popularity, Jiu Jiu Chinese Food 99 is grappling with a critical challenge related to declining sales and customer retention. This study explores the intricacies of customer retention and service quality at Jiu Jiu Chinese Food 99, a popular Chinese restaurant in Bandung, Indonesia. The research is structured into four chapters: Introduction, Business Issues Exploration, Business Solution, and Conclusion and Implementation. The research methodology employs a mixed-method approach, combining qualitative interviews and quantitative surveys. The objective is to comprehensively examine the factors that influence customers' loyalty to the restaurant and to evaluate the quality of services provided. The strategy is developed based on a thorough analysis of the restaurant's current marketing mix, customer satisfaction, and repurchase intentions, using the PLSSEM approach as known as Partial Least Squares Structural Equation Modelling. The marketing mix elements considered include price, product, place, promotion, process people. The Dineserv model is used to measure customer satisfaction, focusing on tangibles, reliability, responsiveness, assurance, and empathy. The research aims to provide a holistic understanding of the dynamics shaping customer retention and service quality at Jiu Jiu Chinese Food 99