Procedings of the 1st ICA Regional Conference, ICA 2019, October 16-17 2019, Bali, Indonesia

Research Article

How Can Restaurant Business Manage Promotional Mix in Facing Society 5,0?

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  • @INPROCEEDINGS{10.4108/eai.16-10-2019.2304284,
        author={Gayatri  Atmadi},
        title={How Can Restaurant Business Manage Promotional Mix in Facing Society 5,0?},
        proceedings={Procedings of the 1st ICA Regional Conference, ICA 2019, October 16-17 2019, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={ICA},
        year={2021},
        month={2},
        keywords={customer relationship management; integrated marketing communication; promotional mix; restaurant business},
        doi={10.4108/eai.16-10-2019.2304284}
    }
    
  • Gayatri Atmadi
    Year: 2021
    How Can Restaurant Business Manage Promotional Mix in Facing Society 5,0?
    ICA
    EAI
    DOI: 10.4108/eai.16-10-2019.2304284
Gayatri Atmadi1,*
  • 1: Department of Communication Science, Faculty of Social & Political Science University of Al Azhar Indonesia
*Contact email: gayatriuai@gmail.com

Abstract

Digital transformation has changed many aspects of people’s lives, such as health, education, finance, tourism, and restaurants business. This research aims to get an analysis description of how The Duck King restaurant in Jakarta facing increasingly fierce business competition in digital era. To communicate with public effectively and maintain loyal costumers of the restaurant, the owner of restaurant as marketer has to consider several factors in developing the promotional mix programs those involve audience contacts, namely : public relations, sales promotions, advertising, digital promotion, events and sponsorships. This case study research uses mixed method methodology, namely : qualitative research and quantitative research. On qualitative research method, data collected by being participant-observer, in-depth interviewing with four informants and collecting online databases. On quantitative research method, data collected by doing content analysis from instagram account of the Duck King restaurant (#theduckkingid) and unit analysis of the research is pictures and words. The principal results of the research indicate that The Duck King restaurant can create the network society where the owner as marketer can settle many social challenges by integrating some innovations in facing society 5.0. By utilizing very important data from database marketing, the company can enhance interactions with customers and develop customer loyalty.