Haykal, Mohammad and Prawira, Oqke (2014) Analysis of Market Segmentation of Molecular Gastronomy Restaurant in Jakarta. Case Study: Restaurant X. Bachelor thesis, Swiss German University.

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Abstract

Food has been identified as an essential part of the tourism. Nowadays, many fine restaurants in the world has been adopted more scientific method. Molecular gastronomy is the restaurant that offer the customer to enjoy the different kind of experience in consuming foods. In Indonesia there are all kind of views of lifestyle and cultures. But at present food consumption trends are being interested by Indonesians. The culinary in Jakarta never fail to amaze people, many of newcomers and different kind of restaurants are built in Jakarta. Restaurant X is one of the newcomers and serves molecular gastronomy cuisine. The purpose of this research is to determine who are the segmented market of Restaurant X, molecular gastronomy restaurant in Jakarta based on the variable of market segmentation. This study also tries to analyze the factors that trigger people to eat molecular gastronomy cuisine and visit molecular gastronomy restaurants. The data collections are derived from questionnaires distributed to Restaurant X customers and processed with SPSS statistical program using Factor Analyis Method. The result finding show that there is a strong indicator from market segmentation which based on psychographic segmentation that indicates food enthusiast and food lovers are the segmented market for Restaurant X and the factors that influence people to visit and eat in molecular gastronomy restaurant mostly affected by the smell based on the sense in enjoyment of food variable and pleasure. It is recommended for Restaurant X to create brand elements, using various marketing strategy such as event marketing and social media marketing also enhancing selling strategy.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Molecular Gastronomy, Market Segmentation
Subjects:	N Fine Arts > NA Architecture > NA7855 Restaurants T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	22 Jul 2021 15:48
Last Modified:	22 Jul 2021 15:48
URI:	http://repository.sgu.ac.id/id/eprint/2095

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