Analisis Branding, Cita Rasa dan Segmentasi Pasar Terhadap Peningkatan Penjualan Pada Resto Distrik Abepura Kota Jayapura
DOI:
https://doi.org/10.31004/joecy.v5i2.2454Keywords:
Branding, Cita Rasa, Segmentasi PasarAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh branding, cita rasa, dan segmentasi pasar terhadap peningkatan penjualan pada Resto Distrik di Abepura, Kota Jayapura. Pendekatan yang digunakan adalah kuantitatif deskriptif dengan metode survei menggunakan kuesioner yang disebarkan kepada 100 responden. Data dianalisis menggunakan regresi linear berganda dan dilengkapi dengan wawancara mendalam terhadap manajer restoran, pelanggan tetap, dan pengelola media sosial. Hasil penelitian menunjukkan bahwa ketiga variabel independen—branding, cita rasa, dan segmentasi pasar berpengaruh signifikan baik secara parsial maupun simultan terhadap peningkatan penjualan, dengan variabel cita rasa sebagai faktor dominan. Strategi branding yang terintegrasi secara digital dan pendekatan segmentasi yang adaptif turut memperkuat efektivitas pemasaran restoran. Temuan ini menegaskan bahwa keberhasilan usaha kuliner tidak hanya bergantung pada kualitas produk semata, tetapi juga pada kekuatan identitas merek dan pemahaman terhadap perilaku konsumen lokal. Penelitian ini memberikan implikasi penting bagi pengembangan strategi pemasaran berbasis pengalaman dan nilai budaya dalam industri kuliner lokal.
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