Bratasurya, Audy Devina and Triutama, Oqke Prawira (2014) The Impact of Restaurant‘s Organic Food Menu Toward Restaurant‘s Brand Image Based on Consumer Perception: A Case Study of Restaurant-X. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this research is to analyze the impact of a restaurant‘s Organic Food Menu toward the restaurant‘s Brand Image based on consumer perception. According to Azzurra & Paola (2009), the trends of food demand shows that the concept of food is transforming in recent years. People are starting to demand types of food that can fullfill their nutritional needs, food that can support their health maintenance, and prevent illness. This demand gives the food industry a chance to expand the sales of organic food which are believed to be healthier than ‗regular‘ food. The first phase of the research involves questionnaires distribution to Restaurant-X consumer. This action was done to analyze the topic based on consumer perception. To validate answers, the researcher use SPSS software to test the data collected from respondents. By analyzing the Organic Food Menu toward Brand Image, the researcher is expecting to measure whether the previous study is accurate or not. This will allow Restaurant-X to consider the restaurant continuity in selling organic food and may direct future research on impact of Organic Food Menu toward Brand Image.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Organic Food, Brand Image, Consumer Perception
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing) 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 15:40
Last Modified:	22 Jul 2021 15:40
URI:	http://repository.sgu.ac.id/id/eprint/2078

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