Sundanese Restaurant Strategy to Survive based on the Consumer’s

Perception

Abdul Basith, Tamara Devi and M. Syaefudin Andrianto

Department of Management, Faculty of Economics and Management, IPB University,

Jl Agathis Kampus IPB Darmaga, 16680, Indonesia

Keywords: Ethnic Food, Food Marketing, Local Food, Traditional Food.

Abstract: Bogor Cullinary industry has been growing to dynamic market with very tight competition. Foreign

restaurants are becoming ordinary industry. Sundanese local restaurant should have proper marketing strategy

to survive. Life style has been changing back to nature, healthy and local food. Sundanese restaurants have

chance to survive based on consumer perceptions. This research purpose is to analyze decision making factors

in Sundanese restaurants consumption. The methods had used factors and descriptive analysis. Data were

collected from 263 respondents. Factor analyses resulted on five factors that affected in Sundanese restaurants

consumption. These factors are serving and natural atmosphere; food product; strategic location; pricing

factors and halal perception. Sundanese restaurant place characteristics should have natural atmosphere

especially water element and traditional music; sit on floor mat; and bamboo element in building architecture.

Food product characteristics at least must be served “liwet” rice, chili sauce and tamarind vegetable soup.

Main information about Sundanese restaurant come from member family and friends. Promotion below the

line is important than above the line.

1 INTRODUCTION

Bogor city vision to become services city need

support from industry such as hotel and restaurant.

The number of restaurants in Bogor City has been

growing including foreign, Indonesian and local

(sundanese) restaurants. Competition among

restaurant become very tight. Although they have

segmented market but consumer does not alway

loyal. To sustain loyalty and attract new customers,

restaurants should have positioning strategy to make

different from others.

Traditional atmosphere in sundanese restaurant

can attract consumers in nostalgic feeling and

consumers from different cultures (Maharani, 2013).

International visitors may seeking local food as

cullinary experience (Wijaya et all, 2017). In

addition, Consuming food in restaurants is not only

for basic need but also social function such as hanging

out, discussion, working (Astuti and Hanan, 2012).

Sundanese restaurant as strategy to survive and

make it differs from others should be explored. The

research purpose is to analyze decision making

factors in Sundanese restaurants consumption.

2 METHODS

In this study, 263 questioners were filled among

respondents of aged 18 years and older. Respondents

must have experienced to consume in Bogor

Sundanese Restaurants such as Gurih 7, De’Leuit,

RM Bumi Aki, Saung Kuring, dan Kluwih Sunda.

Data were collected during April –May 2019 through

online survey (google form). The interviewer

gathered information and ask respondents arround

sundanesse restaurants to fill online survey.

The questioners used in the online survey divided

into two sections. Firs section covered respondents’

socio-demograpihc characteristics such as sex, age,

domicile, income. Second section about

understanding of factors affected consumers decision

making to consume in sundanesse restaurants

affected by marketing activities.

The respondents were asked to answer on the

agreement of statements related to driving factors in

consuming in sundanesse restaurants.. For example

“do you agree in consuming sundanese restaurant

because of...“. The answers were given on 5-point

likert scale, ranging from strongly disagree (1) to

strongly agree (5). There were 24 questions

Basith, A., Devi, T. and Andrianto, M.

Sundanese Restaurant Strategy to Survive based on the Consumer’s Perception.

DOI: 10.5220/0009978500002833

In Proceedings of the 2nd SEAFAST International Seminar (2nd SIS 2019) - Facing Future Challenges: Sustainable Food Safety, Quality and Nutrition, pages 67-71

ISBN: 978-989-758-466-4

developed from internal decison stage and 7 P’s

(Lovelock and Wirtz, 2004). (Table 1).

Descriptive analysis was conducted to show the

respondent’s socio demographic and priority

preferences. Factor analysis was conducted as a

variable reduction procedure used Principle

Component Analysis (PCA). Steps in Factor analysis

is formulate the problem, construct the correlation

matrix, determine the method, determine the number

factors, rotation, interpret, calculate the score and

select the surrogate variables and determine the

model fit (Malhotra,2004). Data processed by

software SPSS 16.

3 RESULTS AND DISCUSSION

3.1 Consumer Characteristics

Consumer of Bogor Sundanese restaurant dominated

by woman (78%), students or fresh graduted (59%)

and in the beginning of productive stage (26- 35 years

Table 1: Marketing activities variables in sundanese restaurants.

Variables No Code Information

Product 1 PROD1 Taste of food and beverages

2 PROD2 Variance of menu

3 PROD3 Colour of food

4 PROD4 Quality of food

5 PROD5 Hygienic of food

6 PROD6 Halal

Price 7 PRC1 Price

8 PRC2 Discount

9 PRC3 Payment system

Place 10 PLC1 Strategic location

11 PLC2 Transportation

Promotion 12 PRO1 Reccomendation

13 PRO2 Variance of promotion

Physical

Environment 14 SE1 Decoration

15 SE2 Natural atmosphere

16 SE3 Seat allocation

17 SE4 Facilities (Wifi, WC,playground)

People 18 PPL1 Serving

19 PPL2 Employee appearance

20 PPL3 Employee friendly and politeness

21 PPL4 Quick serving and delivery

Process 22 PRO1 Memorable

23 PRO2 Order accuracy

24 PRO3 Popularity of restaurant

2nd SIS 2019 - SEAFAST International Seminar

old) (29%). More than one third consumers come

from other city (35%). It means Bogor Sundanese

restaurant also become a tourist destination. More

than half is good educated. Although income majority

below IDR 4.5 million (65%), they have hobbies

listening musics and travelling (Table 2).

3.2 Decision Factors in Consuming

Sundanese Restauran

Factors that influence Sundanese restaurants decision

making have steps

1. KMO Test with MSA >0.5

Selection variables used KMO (Kaiser Mayer-Olkin)

Test with MSA (Measure of Sampling Adequacy) >

0.50. KMO value is 0.919 with means adequate

sample to continue processing.

2. Extraction and Number Factors

Extraction use Principal Component Analysis.

Selection reduce 24 to 23 Variables because

extraction recomendation (PRO1) variable has value

only 0.499. After itteration, the cummulative loading

Table 2: Descriptive characteritics for Bogor Sundanese restaurants consumers (n=263).

Demographic Variable n %

Sex Men 189 72

Women 74 28

Age (years) <= 25 155 59

26 - 35 76 29

36-45 14 5

>=46 18 7

Domicile Bogor 171 65

others 92 35

Education Senior high School

74 28

Diplomma 17 7

Undergraduate

145 55

Grad/Post Graduate 27 10

Occupation

Students 111 42

Private employee 88 34

Civil servants 18 7

Profesional (teacher, doctor) 12 5

housewife 12 5

Entrepreneur 9 3

others 13 5

Hobbies listening music 60 23

Travelling 58 22

cullinary 41 16

Sports 37 14

reading 34 13

cooking 24 9

others 9 3

Income (IDR Million)

< 1.5 72 27

1.5--4.5 101 38

4.5-8 56 21

8 --11.5 14 5

11.5-15 9 3

>15 11 4

Sundanese Restaurant Strategy to Survive based on the Consumer’s Perception

Table 3: Total Variance explained.

Component Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %

1 9.943 43.232 43.232 9.943 43.232 43.232 5.796 25.199 25.199

2 1.893 8.232 51.463 1.893 8.232 51.463 3.101 13.482 38.681

3 1.400 6.085 57.549 1.400 6.085 57.549 2.468 10.731 49.412

4 1.074 4.668 62.217 1.074 4.668 62.217 2.164 9.410 58.822

5 1.010 4.390 66.606 1.010 4.390 66.606 1.790 7.785 66.606

6 .902 3.920 70.527

7 .854 3.713 74.239

8 .657 2.859 77.098

9 .612 2.662 79.759

10 .606 2.634 82.393

11 .540 2.348 84.741

12 .456 1.983 86.724

13 .405 1.761 88.486

14 .357 1.552 90.038

15 .351 1.525 91.563

16 .329 1.431 92.995

17 .296 1.285 94.279

18 .291 1.266 95.545

19 .247 1.073 96.618

20 .219 .951 97.569

21 .203 .882 98.451

22 .199 .866 99.317

23 .157 .683 100.000

Extraction Method: Principal Component Analysis.

is 66.61 % better than before 65.28%. Rotation

varimax methods used to resulted in 5 factors with

total explained 66.6 % (Table 3).

First factor was formed from11 variables called

serving and natural atmosphere (43.23%); second

factor was formed from 4 variables called food

product (8.23%); third factor was formed from 4

variables called strategic location (6.09%); forurth

factor was formed from 3 variables called pricing

(4.67%); and the last factor was formed from 2

variables called halal perception (4.39%) (Table 4).

Perception about Sundanese restaurant also

convinced by place and food characteristics.

Characteristic of Sundanese restaurant places was

Natural Atmosphere (41%), seat on map (31%),

Bamboo gazebo (13%), Sundanese music (7%), fish

ponds and play ground (6%) and others (3%).

Expected food menu in Sundanese restautan must be

serve was “liwet” rice (46%), Chilli sauce (21%),

tamarind soup (11%), fresh vegetables (6%),

karedok/gado-gado (6%), others (chicken, fish, tofu,

tempe) (10%). Consumer come Sundanese

restautants was influenced by family (51%), friends

(27%), self decision making (15% and business

partner (7%).

2nd SIS 2019 - SEAFAST International Seminar

Table 4: Factors influence Sundanese restaurant consumption.

No Variables loading factor Factor

1 Employee friendly and politeness .735 Serving and Natural atmosphere

Seat allocation .733

Employee appearance .709

Natural atmosphere .708

Memorable .696

Serving .690

Popularity of restaurant .666

Quick serving and delivery .651

Decoration .625

Order accuracy .592

Facilities (Wifi, WC,playground) .584

2 Taste of food and beverages .735 Food product

Quality of food .730

Hygienic of food .624

Variance of menu .560

3 Transportation .828 Strategic location

Strategic location .771

Reccomendation .601

Payment system .528

4 Discount .832 Pricing

Variance of promotion .779

Price .757

5 Halal .766 Halal perception

Colour of food .567

4 CONCLUSIONS

Consumer of Bogor Sundanese restaurant dominated

by woman (78%), students or fresh graduted (59%)

and in the beginning of productive stage (26- 35 years

old) (29%). More than one third consumers come

from other city (35%). It means Bogor Sundanese

restaurant also become a tourist destination. More

than half is good educated. Although income majority

below IDR 4.5 million (65%), they have hobbies

listening musics and travelling.

There are five factors influence in Sundanese

restaurant decision making ; serving and natural

atmosphere; food product; strategic location; pricing

factors and halal perception. Sundanese restaurant at

least must be served liwet” rice, chili sauce and

tamarind vegetable soup. Main information about

Sundanese restaurant come from member family and

friends.

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Sundanese Restaurant Strategy to Survive based on the Consumer’s Perception