OPTIMIZING CUSTOMER SATISFACTION TO DRIVE REVENUE GROWTH: A STRATEGIC MARKETING APPROACH FOR SUKA SUKA BRAND

• Main Author: Wildan Saputra, Willy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85951
• Institution: Institut Teknologi Bandung

The food and beverage industry is a crucial sector supporting economic growth in Indonesia but faces significant challenges. This study examines Suka Suka Brand, a Japanese All-You-Can-Eat (AYCE) restaurant under Boga Group, focusing on two primary issues: increased cost of goods sold (COGS) and customer satisfaction impacting revenue. Rising COGS is attributed to high import costs and strict supplier agreements, affecting profitability. Addressing rising COGS is challenging due to franchise restrictions and supplier agreements, making it difficult to implement changes. Therefore, this study focuses on controllable variables to drive revenue growth. Improving customer satisfaction can directly influence repeat visits and positive word-of-mouth, thereby increasing revenue despite external cost pressures. This research aims to identify factors influencing customer satisfaction by analyzing the relationships between food and beverage quality, food and beverage variety, service quality, price and value fairness, and restaurant atmosphere. Quantitative data gathered from consumer surveys, combined with qualitative data from stakeholder interviews, provide a deeper understanding of operational challenges and strategic perspectives. The study finds that service quality is the most critical factor influencing customer satisfaction (with a path coefficient of 0.45). It highlights the importance of well-trained staff and responsive service. Food quality follows closely, with a path coefficient of 0.30, emphasizing the need for consistent excellence across all outlets. Price fairness is crucial (path coefficient of 0.20) for maintaining a competitive edge, while restaurant atmosphere and menu variety (path coefficients of 0.15 and 0.10, respectively) enhance the overall dining experience but are less impactful. According this, the study recommends strategies focusing on exceptional service, consistent food quality, competitive pricing, and enhanced customer engagement. The recommendation are emphasizing quality and service, utilizing high-quality visuals, customer testimonials, and technology for personalized marketing. Developing engaging customer loyalty programs and strategic partnerships can boost retention and attract new customers. These strategies aim to improve customer satisfaction, encourage repeat visits, and enhance revenue and profitability.