Citation:

Indra Ivan Michael, Atik Aprianingsih. "Proposed Marketing Strategy of Jiu Jiu Chinese Food 99 Bandung" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 729-744, 2023.

Abstract:

Jiu Jiu Chinese Food 99 is an affordable Chinese food restaurant that has undergone an exciting rebranding journey from its former identity as Chinese Food 99. With a renewed commitment to delivering authentic flavors, exceptional service, and affordable dining experiences, Jiu Jiu Chinese Food 99 has become a go-to destination for those seeking delicious and budget-friendly Chinese cuisine. However, despite its initial success and popularity, Jiu Jiu Chinese Food 99 is grappling with a critical challenge related to declining sales and customer retention. Despite experiencing an initial surge in popularity, the restaurant is facing difficulties in sustaining customer interest and maintaining profitability during the mid-phase of its operations. The strategy is developed based on a thorough analysis of the restaurant’s current marketing mix, customer satisfaction, and repurchase intentions, using the PLS-SEM approach known as Partial Least Squares Structural Equation Modelling. The marketing mix elements considered include price, product, place, promotion, process, and people. The Dineserv model is used to measure customer satisfaction, focusing on tangibles, reliability, responsiveness, assurance, and empathy.

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Keywords:

Customer Retention, Customer Satisfaction, Marketing Strategy, Repurchase Intention, Restaurant Marketing.