Analysis of The Influence Of Menu Innovation on Consumer Satisfaction At Mcdonald's (Survey of Consumers Visiting Mcdonald's City of Bandung)

Nida Hanifah, Gita Siswhara, Ilham Fajri

Abstract


This study aims to determine the effect of menu innovation on consumer satisfaction in McDonald’s City of Bandung. The method used in this research is a quantitative method by using a descriptive and verification approach. The sampling used refers to the results of the implementation of non-probability sampling techniques, namely by approaching consumers as many as 400 respondents who have visited McDonald's in Bandung and tried the innovation menu during the research period. The analysis technique used is a simple linear regression analysis, because in this study using two variables namely the menu innovation variable as the X variable and customer satisfaction as the Y variable. The results of the analysis that the authors get about the Innovation Menu on Consumer Satisfaction at McDonald's has a positive influence either partially or simultaneously with a magnitude of 77.1% on customer satisfaction. Seeing these results, then McDonald's has to do deepening, development, evaluation, and increasing customer satisfaction in making menu innovations so as to increase the value of customer satisfaction.


Keywords


Menu Inovation; Consumer Satisfaction; Mcdonald’s

Full Text:

PDF

References


Anasari, D. 2017. Definition of Menu. [On line]. Accessed from: https://www.scribd.com/document/358434208/Understanding-Menu

Bahren, B et al. 2018. Building Competitive Advantage Through Product Innovation, Process Innovation, Marketing Innovation And Organizational Innovation To Improve Company Performance. Journal of Management Economics. Volume 4. No.1.

Baniyoso, A et al .. 2019. Analysis of Consumer Satisfaction of Sago Crackers in Pasar Baru Village, Pangean District, Kuantan Singingi Regency. Agribusiness Journal. Volume 1, Nomo 2.

Gunday, G et al. 2011, Effects of Innovation Types on Firm Performance, International Journal of Production Economics, Vol. 133 pp. 662-676.

Gunday, G et al. 2011, Effects of Innovation Types on Firm Performance, International Journal of Production Economics, Vol. 133 pp. 662-676.

Ilmina, A., Turgarini, D., & Pinayani, A. (2005). Effect of Distribution Channels and Promotion Costs on Sales Volume at Mcdonald's Restaurants in Bogor City. Gastronomy Tourism, 1 (1), 15-24.

Kemenpar. 2019. Assessment of the Impact of the Tourism Sector on the Indonesian Economy. [On line]. Accessed from: http://www.kemenpar.go.id/post/kajian-dampak-sektor-pisata-teradap-peronomi-indonesia

Kotler, Philip and Gary Armstrong. 2012. Priciples of Marketing Global 14thedition. New Jersey: Prentice.

Kotler, Philip and Kevin Lane Keller, 2011. Marketing Management, Issues 13 Volume 1 and 2, Interpreting: Bob Sabran, Erlangga, Jakarta

Kuswandi. 2004. How to Measure Employee Satisfaction. Jakarta: PT. Elex Media Komputindo Gramedia Group.

Mirnasari, R. 2013. Public Service Innovation at Purabaya-Bungurasih Terminal UPTD. Online Journal of Airlangga University

Ningsih, C. (2014). The Synergy of Tourism-Based Creative Industries with the National Industry Development Strategy Towards Globalization. Journal of Resort and Leisure Management, 11 (1), 59-64.

Nursari, L. 2013. Analysis of Factors Affecting Consumer Satisfaction. Thesis at the Indonesian University of Education. Bandung. Unpublished.

Pranatalion, R. 2019. Effect of Product Innovation, Brand Image, and Price on Purchasing Decisions for Samsung Android Mobile Phones. Journal of Business Administration. Volume 2. No.1.

Robert F. Hurley, G & Tomas M. Hut. 1998. Innovation, Market orientation, and organizational learning: An Integration and Empirical Examination. Journal indexing and metrics, Vol 62, No

Russel & Millar. 2014. Innovativeness Survey of Manufacturing Companies in Tasikmalaya City. Journal of Business Management, Vol. 12 Number 3.

Sugiyono, 2016. Educational Research Methods Quantitative, Qualitative, and R&D Approaches. Bandung: Alfabeta.

Sugiyono, 2016. Educational Research Methods Quantitative, Qualitative, and R&D Approaches. Bandung: Alfabeta.

Sugiyono 2008. Business Research Methods. Bandung. Alfabeta.

Sukriah. E. 2014. Tourism as the Leading Sector of the City of Bandung Tourism As Potential Sector in Bandung. Journal of Resort & Leisure Management. Vol. 11. No. 1

Tjiptono, F. 2011. Service Management Realizing Excellent Service. Edition 2. Yogyakarta: Andi.

Tjiptono, F. 2012. Service Management Realizing Prime Service (edition II). Yogyakarta. Andi

Yudhistira, M.G. 2016. Analysis of the Attractiveness of the City of Bandung as a Tourism Destination Based on Memorable Tourism Experience. Management Journal. Volume.3, No.2.




DOI: https://doi.org/10.17509/gastur.v6i2.22797

Refbacks

  • There are currently no refbacks.


View My Stats