PREFERENSI KONSUMEN KELAS MENENGAH-ATAS TERHADAP RESTORAN FINE DINING PRANCIS DI SURABAYA
DOI:
https://doi.org/10.23887/jmpp.v7i3.82906Kata Kunci:
Citra Merek, Kualitas Bahan Baku, Pelayanan Personal, Preferensi Konsumen, Suasana RestoranAbstrak
Penelitian ini mengkaji preferensi dan harapan konsumen kelas menengah atas di Surabaya terhadap pengalaman fine dining Prancis, dengan latar belakang meningkatnya popularitas restoran tersebut di Indonesia. Tujuan penelitian adalah mengidentifikasi faktor-faktor utama yang mempengaruhi keputusan konsumen dan ekspektasi mereka terhadap pengalaman fine dining tersebut. Metode yang digunakan adalah kualitatif melalui wawancara mendalam dengan beberapa informan berpengalaman dalam fine dining Prancis. Hasil penelitian menunjukkan bahwa kualitas makanan, suasana restoran, pelayanan yang ramah dan personal, serta citra merek yang kuat merupakan faktor utama yang mempengaruhi keputusan konsumen. Kualitas bahan baku dan teknik memasak rumit sangat dihargai, meskipun perlu penyesuaian rasa dengan preferensi lokal. Pemahaman mendalam tentang preferensi dan harapan konsumen dapat membantu restoran fine dining Prancis di Surabaya dalam meningkatkan pengalaman pelanggan dan mengembangkan strategi branding serta promosi yang efektif.
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