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All Journal JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Interdisciplinary Social Studies
Elsje Lintong
Faculty Of Teacher Training And Education, Indonesian Christian University, Tomohon, North Sulawesi, Indonesia
Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Transportation

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Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden Restaurant Jola Silvana Kalangi; Franky R. Tulungen; Deisy A.P.J. Pangkey; Elsje Lintong; Jeffry Gumerung; Rieneke R. Kalalo
Interdisciplinary Social Studies Vol. 1 No. 10 (2022): Special Issue
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v1i10.267

Abstract

The era of business competition in culinary field has experienced drastic changes along with the emergence of the Covid-19 Pandemic and the era of digitalization which requires every business actor to move on to the internet communication and information network. This development will certainly make the restaurant of Okoy Flower Garden Tomohon survive and continue to exist to serve consumers. The purpose of this study is to optimize the restaurant's marketing strategy in order to increase consumer buying interest. The research approach was more directed at quantitative methods with causal research on each of the variables studied. This study showed that the promotional strategy carried out by Okoy Flower Garden has not been implemented optimally. The effect of promotion has not been able to significantly increase consumer buying interest. The marketing strategy in terms of promotion in order to attract consumer buying interest has not been implemented optimally. The marketing strategy for promotion that does not have a strong effect on consumer buying interest at Okoy Flower Garden can be seen from the regression coefficient of the Consumer Buying Interest value of 0.135. The regression coefficient is positive, so it can be stated that the direction of the influence of the variable X on Y is positive.
The Analysis Of Fast Food Marketing Strategy At Kentucky Fried Chicken Restaurant Tomohon Jola Silvana Kalangi; Rieneke R. Kalalo; Deisy A.P.J. Pangkey; Elsje Lintong; Festus Evly R.I. Liow
Jurnal Manajemen Industri dan Logistik Vol 7 (2023)
Publisher : Politeknik APP Jakarta

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Abstract

The development of fast food restaurant business services is increased and expanded. This fast food business competes on quality, price, and service. Kentucky Fried Chicken (KFC) restaurant in Tomohon City is competing to serve fast food that pampers its consumers. Thus, departing from this problem, the purpose of this study is to determine the right marketing strategy for fast food products to satisfy the consumer desires. Method of analysis used in this research is the quantitative method with analytical descriptive approach. The results show that KFC restaurant in Tomohon has made strategic efforts with product safety compliance that maintains the high quality standards, creating innovation and having qualified Human Resources (HR). The quality of service to consumers is well maintained. The restaurant uses the Customer Service Excellence (CHAMPS). CHAMPS is applied to ensure the restaurant Cleanliness, Hospitality, Accuracy in receiving and preparing orders, Maintenance of best facility, Products with high quality, and Speed with service. The conclusion states that the restaurant needs to maintain the successful performance of fast food business in its competition. Furthermore, the restaurant should remain obedient to their company management by conforming the laws and regulations and realizing the company's vision and mission as well.
Co-Authors Deisy A.P.J. Pangkey Festus Evly R.I. Liow Jeffry Gumerung Jola Silvana Kalangi Rieneke Ryke Kalalo Tulungen, Franky Reintje