Preference Consumer in Choose Restaurant Dish Noodles in Gianyar Regency Bali

I Nyoman Arcana; I Wayan  Muliana; Ni Wayan  Pastini; Putu Ayu  Sudiparwati; I Gusti Agung  Febrianto

doi:10.37899/journal-la-sociale.v6i2.1872

I Nyoman Arcana Bali Tourism Polytechnic Hospitality Department
I Wayan Muliana Bali Tourism Polytechnic Hospitality Department
Ni Wayan Pastini Bali Tourism Polytechnic Hospitality Department
Putu Ayu Sudiparwati Bali Tourism Polytechnic Hospitality Department
I Gusti Agung Febrianto Bali Tourism Polytechnic Hospitality Department

DOI: https://doi.org/10.37899/journal-la-sociale.v6i2.1872

Keywords: consumer preferences, noodle dish restaurants, conjoin analysis

Abstract

Gianyar Regency has long been known for its traditional cuisine in the form of Ayam Betutu and Babi Guling, but at this time the noodle dish has now developed into one of the people's favorite foods in Gianyar Regency. The characteristic of noodle dishes is their affordable selling price both in stand-alone noodle restaurant chains and in large restaurant chains. This study aims to analyze consumer preferences in noodle restaurants in Gianyar Regency using conjoint analysis with the variables of place, service, atmosphere & parking, safety and hygiene, brand & promotion, price, and product summarized from the results of the research of Fidan et al., (2021); Farooqui and Alwi (2019); Wang et al., (2016); Chua et al., (2020); Kim (2018); Thomadsen (2007); Baharta et al. (2022); Mendoza-Carpio et al., (2021), and Saefudin, et al., (2020). The results of the study show that the variable indicators that are consumer preferences in Gianyar Regency are: strategic location of the restaurant, hygienic food and beverages, attractiveness of the building and dining room, neat and clean appearance of the restaurant staff, adequate parking lot, price according to budget, food price according to expectations, speed of service, product popularity, clean environment around the restaurant, Menu Selection, Restaurant Location Close to Workplace, Brand Image, Word of Mouth Promotion.

References

Albayrak, A. (2014). Müşterilerin restoran seçimlerini etkileyen faktörler: İstanbul örneği. Anatolia: Turizm Araştırmaları Dergisi, 25(2), 190-201. https://doi.org/10.17123/atad.vol25iss255949

Alonso, A., O’Neill, M., Liu, Y., & O’Shea, M. (2013). Factors driving consumer restaurant choice: An exploratory study from the Southeastern United States. Journal of Hospitality Marketing & Management, 22(5), 547–567. https://doi.org/10.1080/19368623.2012.671562

Baharta, E., Achmad, S. H., Wulandari, A., & Marcelino, D. (2022). Tourist preferences in culinary during COVID-19 pandemic in Bandung. Jurnal Kawistara, 12(1), 135-150. https://doi.org/10.22146/kawistara.70605

Chang, K. C. (2013). How reputation creates loyalty in the restaurant sector. Journal of Contemporary Hospitality Management, 25(4), 536–557. https://doi.org/10.1108/09596111311322916

Choi, L., & Burnham, T. (2021). Brand reputation and customer voluntary sharing behavior: the intervening roles of self-expressive brand perceptions and status seeking. Journal of Product & Brand Management, 30(4), 565-578. http://dx.doi.org/10.1108/JPBM-12-2019-2670

Chua, B. L., Karim, S., Lee, S., & Han, H. (2020). Customer restaurant choice: an empirical analysis of restaurant types and eating-out occasions. International journal of environmental research and public health, 17(17), 6276. https://doi.org/10.3390/ijerph17176276

Dellarocas, C. (2006). Reputation mechanisms. In T. Hendershott (Ed.), Handbook on information systems and economics (pp. 629–660). Elsevier.

Dowling, G. (2006, September). How good corporate reputation creates corporate value. Corporate Reputation Review, 9(2), 134–143. https://doi.org/10.1057/palgrave.crr.1550017

Farooqui, M., & Alwi Khan, S. K. (2019). Fast food trend analysis by evaluating factors leading to customer satisfaction. Journal of Marketing and Consumer Research, 55. https://doi.org/10.7176/JMCR

Fidan, H., Teneva, A., Stankov, S., & Dimitrova, E. (2021). Consumers' behavior of restaurant selection. Proceedings of HiTech 2018, Plovdiv, Bulgaria: Faculty of Economics, University of Food Technologies. https://doi.org/10.1109/HiTech.2018.8566405

Hoffman, K. D., & Bateson, J. E. (2017). Services marketing: Concepts, strategies & cases (5th ed.). Cengage Learning.

Kaur, P., & Davar, V. (2014). Determinants For Preference Of Fast-Food Restaurants By Adolescents-An Exploratory Study. Academia

Kim, J. H. (2018). Effect of brand popularity as an advertising cue on tourists’ shopping behavior. Journal of Destination Marketing & Management, 10, 78–86. https://doi.org/10.1016/j.jdmm.2018.08.004

Kim, J. M. (2016). Consumers’ response to an advertisement using brand popularity in a foreign market. Japanese Psychological Research, 58(4), 342–354. https://doi.org/10.1111/jpr.12143

Moore, W. L., & Holbrook, M. B. (1990). Conjoint analysis on objects with environmentally correlated attributes: The questionable importance of representative design. Journal of Consumer Research, 16(4), 490-497. https://psycnet.apa.org/doi/10.1086/209234

Mudambi, S. M., & Schuff, D. (2010). Research note: What makes a helpful online review? A study of customer reviews on Amazon. com. MIS quarterly, 185-200. http://dx.doi.org/10.2307/20721420

Pai, S., & Ananthakumar, U. (2017). Understanding tourist preferences for travel packages: a conjoint analysis approach. Asia Pacific Journal of Tourism Research, 22(12), 1238-1249. http://dx.doi.org/10.1080/10941665.2017.1391304

Restuputri, D. P., Fridawati, A., & Masudin, I. (2022). Customer perception on last-mile delivery services using Kansei engineering and conjoint analysis: a case study of Indonesian logistics providers. Logistics, 6(2), 29. https://doi.org/10.3390/logistics6020029

Saefudin, B. R., Deanier, A. N., & Rasmikayati, E. (2020). Kajian pembandingan preferensi konsumen pada dua kedai kopi di Cibinong, Kabupaten Bogor. AGROVITAL: Jurnal Ilmu Pertanian, 5(1), 39-46. http://dx.doi.org/10.35329/agrovital.v5i1.637

Santoso, S. (2018). Mahir statistik multivariat dengan SPSS. Elex Media Komputindo.

Stokes, D., & Lomax, W. (2002). Taking control of word-of-mouth marketing: The case of an entrepreneurial hotelier. Journal of Small Business and Enterprise Development, 9(4), 349–357. https://doi.org/10.1108/14626000210450531

Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. Alfabeta

Thomadsen, R. (2007). Product positioning and competition: The role of location in the fast food industry. Marketing Science, 26(6), 792-804. https://doi.org/10.1287/mksc.1070.0296

Wang, X., Li, X. R., Zhen, F., & Zhang, J. (2016). How smart is your tourist attraction?: Measuring tourist preferences of smart tourism attractions via a FCEM-AHP and IPA approach. Tourism management, 54, 309-320. https://doi.org/10.1016/j.tourman.2015.12.003

Yilmaz, G., & Gültekïn, S. (2016). Consumers and tourists’ restaurant selections. Global issues and trends in tourism, 217.