PERILAKU KONSUMEN VEGETARIAN DI SAMARINDA DAN STRATEGI PENGEMBANGAN

  • Willyamto Sutardjo Liu Jurusan Ilmu Ekonomi, Fakultas Bisnis dan Ekonomika, Universitas Surabaya
Abstract Views: 596 times
PDF Downloads: 494 times
Keywords: Vegetarian, Consumer Behavior,, Customer Satisfaction, Strategy Development

Abstract

This study aims to examine consumer behavior, customer satisfaction and development strategies that can support or hinder the development of vegetarian restaurants Fortunate Coffee using SWOT analysis. Research with qualitative approach using an analytical process begins with a browse through all the data available from the following sources using literature study, internet media, interviews, and questionnaires.Findings from this study showed that a vegetarian restaurant Fortunate Coffee has many advantages that can support the development of, among other strategic place and cozy, reasonable prices, good service, taste the food was pretty good, and have the product in Samarinda recently sold in Fortunate Coffee vegetarian restaurant that is Bread Vegan. Through of the findingsstrength, weakness, opportunity, threats, then difomulasikan into the SWOT matrix and eventually found a few strategies, namely strategies SO (strength-opportunity) flavorenhancing its menu. ST Strategy (strength-threats) maintain selling prices to remain stable. WO Strategy (weakness-opportunity) held activities such as seminars vegetarian and exciting events. WT Strategy (Weakness-threats), an improvement in consumer promotions, the need for special training to waiters in service procedures, innovations in the form of home delivery.

Downloads

Download data is not yet available.

References

Aritonang, Lerbin R., 2005, Kepuasan Pelanggan, PT. Gramedia Pustaka Utama, Jakarta

Atmodjo, M. W., 1995, Restaurant dan Segala Permasalahannya, Andi, Yogyakarta

Brilliantono, E., 2004, Produk Pangan Organik kian Diminati. http://www. Bisnis.com/pls/portal30/url/page/home_page, diakses pada 25 Oktober 2016

Case, Karl E., Fair, Ray C. and Oster, Sharon M.,2012, Principles of Microeconomics, Pearson Education, Inc. New Jersey

Chenbitz, Christine., Becheva, Stanka., Foundation, Heinrich boll., dan Friends of the Earth Europe, 2014, Meat Atlas of the Friends of the Earth, Moller Druck, Germany

Departemen Pendidikan dan Kebudayaan RI. 1994, Kamus Besar Bahasa Indonesia, Balai Pustaka, Jakarta

Doktersehat.com, 2016, Keuntungan Menjadi Seorang Vegetarian, http://doktersehat.com/keuntungan-menjadi-seorang-vegetarian/, diakses pada 22 Oktober 2016.

Engel, James, F, Roger D. Blackwell. dan Paul, W. Miniard, 1994, Consumer Behavior, Terjemahan, Binarupa Aksara, Jakarta

International Vegetarian Union (IVU), 2015, http://kaltim. tribunnews.com/2015/01/25/ini-dia-rahasia-hidup-sehat-tanpa-obat, diakses pada 22 Oktober 2016.

Irawan, Handi, 2003, Prinsip-Prinsip Kepuasan Pelanggan, Elek Media Komputindo, Jakarta

Kotler, Plilip dan Keller, Kevin Lane, 2007, Marketing Management, Terjemahan, PT. Indeks, Jakarta

Kotler, Plilip dan Amstrong, 2008, Marketing Principles, Terjemahan, Erlangga, Jakarta.

Moleong, Lexy, 2005, Metodologi Penelitian Kualitatif, PT. Remaja Rosda Karya, Bandung

Nicholson, Walter, 2002, Microeconomic Theory: Basic Principles and Extensions, South-Western Collage

Rangkuti, Freddy, 2001, Analisis SWOT Teknik Membelah Kasus Bisnis, PT. Gramedia Pustaka Utama, Jakarta

Schiffman, Leon. G. dan Kanuk, Leslie. L., 2000, Consumer Behavior, Terjemahan PT. Indeks Gramedia, Jakarta

Soekresno, 2000, Manajemen Food and Beverage, PT. Gramedia Pustaka Utama, Jakarta

Sumarwan, U., 2002, Perilaku Konsumen (Teori dan Penerapan Dalam Pemasaran), Ghalia Indonesia, Bogor
Published
2017-06-01
How to Cite
Liu, W. S. (2017). PERILAKU KONSUMEN VEGETARIAN DI SAMARINDA DAN STRATEGI PENGEMBANGAN. Ekonomi Dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, Dan Terapan Teori, 21(2), 49 - 58. https://doi.org/10.24123/jeb.v21i2.1636
Share |