Hendra, Archippus Christopher and Prof. Dr. Ir. Budi Setiawan,, MS. and Dr. Ir. Agustina Shinta Hartati Wahyuningtyas,, MP. (2022) Customer Path Konsumen Generasi Milenial Produk Fast Food Di Kota Malang. Magister thesis, Universitas Brawijaya.
Abstract
Era digitalisasi bukan hanya mengubah cara pandang pemasaran dalam konteks jalur komunikasi, tetapi era digital mengubah karakter dan perilaku konsumen yang lahir dan bertumbuh di era ini. Dengan adanya era digitalisasi konsumen dapat dengan mudah membeli produk yang dibutuhkan dengan mudah dan cepat. Konsep strategi marketing 4.0 dapat menjadi bermanfaat bagi perusahaan dan konsumen jika kedua pihak saling memahami satu dengan yang lainnya. Bagi konsumen, marketing 4.0 bermanfaat dalam memberikan infomasi dan pelayanan. Bagi perusahaan, marketing 4.0 bermanfaat dalam memasarkan produk, memberikan informasi, dan memberikan pelayanan bagi konsumen. Strategi marketing 4.0 menjadikan pola customer path menjadi 5A, meliputi Aware, Appeal, Ask, Act, dan Advocate. Salah satu industry yang melakukan strategi marketing 4.0 adalah restoran fast food. Fast food adalah makanan yang banyak diminati oleh banyak kalangan khususnya generasi milenial, karena cara penyajian yang cepat dan praktis. Tujuan utama penelitian pada restoran fast food yaitu menganalisis pola konetivitas dan pola industri generasi milenial yang terbentuk berdasarkan jalur pelanggan pada restoran fast food di Kota Malang. Objek penelitian ini yaitu restoran A, C, dan B di Kota Malang sebagai restoran fast food yang sudah terkenal di masyarakat. Metode penentuan responden yang diguankan dalam penelitian ini adalah teknik sampling menggunakan purposive sampling dengan total responden 300 orang. Metode analisis yaitu analisis deskriptif mengenai karakteristik psikogeodemografis konsumen generasi milennial, pola konektivitas, pola dasar industri fast food, dan perhitungan PAR dan BAR. Hasil analisis ketiga restoran fast food menggunakan media offline dan online untuk melakukan kegiatan pemasaran. Konsumen generasi milenial dapat mencari informasi baik secara offline yaitu melalui brosur, banner, dan datang langsung ke restoran dan secara online yaitu melalui media sosial yaitu Instagram dan line. Pola kenektivitas yang tebentuk dapat dilihat melalui titik sentuh dan skenario pelanggan yang terfavorit. Pola industry yang terbentuk pada restoran A, C, dan B di Kota Malang adalah berbentuk gagang pintu (door knob). Hasil analisis PAR dan BAR restoran A, C, dan B di Kota Malang adalah mendekati angka 1, yang artinya pemasaran yang telah dilakukan ketiga restoran dapat mengkonversi aware menjadi act dan advocate. Saran bagi restoran fast food, untuk dapat membantu membangun afinitas pelanggan dan peningkatan penganjuran konsumen pasca pembelianmaka dapaat meningkatkan interaksi dengan konsumen baik secara online dan offline dengan metode gamification
English Abstract
The digital era has transformed not just marketing's perspective in terms of communication channels, but it has also affected the character and behavior of customers who were born and raised in this period. Consumers may now easily and swiftly purchase the things they require thanks to the digitization era. If both companies and consumers understand each other, the concept of a marketing 4.0 approach can be beneficial. Marketing 4.0 is beneficial to consumers in terms of giving information and services. Marketing 4.0 can help businesses sell products, provide information, and provide services to customers. The 5A customer path pattern is created by marketing strategy 4.0, which includes Aware, Appeal, Ask, Act, and Advocate. Fast food restaurants are one of the industries that uses a marketing 4.0 strategy. Fast food is a type of food that is in high demand among many individuals, particularly among the millennial age, due to its quick and convenient service. The main purpose of this study of fast food restaurants is to analyze the millennial generation's connectivity patterns and industrial patterns as they emerge from customer path at fast food restaurants in Malang City. A, C, and B in Malang City are the subject of this study since they are well-known fast food establishments in the area. With a total of 300 respondents, the respondent determination method employed in this study was a sample strategy using purposive sampling. The data analysis method is a descriptive examination of millennial generation consumers' psychogeodemographic traits, connectivity patterns, basic fast food sector patterns, and PAR and BAR calculations. The results of the study show that the three fast food restaurants use both offline and online media to market their products. Consumers in the Millennial age can find information both offline, such as through brochures and banners, and online, such as through social media platforms such as Instagram and Line. The touch points and favorite consumer scenarios reveal the connectivity pattern that is developed. A, C, and B restaurants in Malang City have developed an industrial pattern in the form of a door knob. he results of the PAR and BAR analysis of A, C, and B restaurants in Malang City are close to 1, which means that the marketing that has been done by the three restaurants can convert aware into act and advocate. Suggestions for fast food restaurants, to be able to help build customer affinity and increase post-purchase consumer advice, can increase interaction with consumers both online and offline with the gamification method.
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0422040014 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | S2/S3 > Magister Ekonomi Pertanian, Fakultas Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 15 Nov 2022 06:19 |
| Last Modified: | 15 Nov 2022 06:19 |
| URI: | http://repository.ub.ac.id/id/eprint/196335 |
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