RESTAURANT X
By
Mohammad Haykal 13310055
A thesis submitted to the Faculty of
BUSINESS ADMINISTRATION AND HUMANITIES
in partial fulfillment of the requirements for the
BACHELOR’S DEGREE in
HOTEL AND TOURISM MANAGEMENT
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
July 2014
Revision after the Thesis Defense on 18th July 2014
Mohammad Haykal STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Mohammad Haykal
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Student Date
Approved by:
Oqke Prawira, SST, Msi, Par.
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Thesis Advisor Date
Prof. Eric Jos Nasution, MBA, M.A. PhD.
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Dean Date
Mohammad Haykal ABSTRACT
ANALYSIS OF MARKET SEGMENTATION OF MOLECULAR GASTRONOMY RESTAURANT IN JAKARTA. CASE STUDY:
RESTAURANT X
By
Mohammad Haykal
Oqke Prawira, SST, Msi. Par., Advisor
SWISS GERMAN UNIVERISTY
Food has been identified as an essential part of the tourism. Nowadays, many fine restaurants in the world has been adopted more scientific method.
Molecular gastronomy is the restaurant that offer the customer to enjoy the different kind of experience in consuming foods.
In Indonesia there are all kind of views of lifestyle and cultures. But at present food consumption trends are being interested by Indonesians. The culinary in Jakarta never fail to amaze people, many of newcomers and different kind of restaurants are built in Jakarta. Restaurant X is one of the newcomers and serves molecular gastronomy cuisine.
The purpose of this research is to determine who are the segmented market of Restaurant X, molecular gastronomy restaurant in Jakarta based on the variable of market segmentation. This study also tries to analyze the factors that trigger people to eat molecular gastronomy cuisine and visit molecular gastronomy restaurants.
The data collections are derived from questionnaires distributed to Restaurant X customers and processed with SPSS statistical program using Factor Analyis Method. The result finding show that there is a strong indicator from market segmentation which based on psychographic segmentation that indicates food
Mohammad Haykal enthusiast and food lovers are the segmented market for Restaurant X and the factors that influence people to visit and eat in molecular gastronomy restaurant mostly affected by the smell based on the sense in enjoyment of food variable and pleasure. It is recommended for Restaurant X to create brand elements, using various marketing strategy such as event marketing and social media marketing also enhancing selling strategy.
Keywords: Molecular Gastronomy, Market Segmentation
Mohammad Haykal
© Copyright 2014 by Mohammad Haykal
All rights reserved
Mohammad Haykal DEDICATION
This thesis is dedicated to everyone in my life who have supported me throughout the process. I really want to thank all my colleagues, all my friends.
I look out here and I see my life before my eyes, my old friends, my new friends.
This is such a great honor but the thing that counts to me is the friendships and the love and the sheer joy we have shared throughout these years. Thank you all of you, departed and here. Thank your for this inexplicably wonderful journey.
It’s my privilege. Thank you.
Mohammad Haykal ACKNOWLEDGEMENTS
First and foremost, I would like to give thanks to the Almighty Lord who has guide me through the good and bad times of my life. For without his grace and mercy, I wouldn't be living in this World today. Thank you for giving me life and love.
Thank you to my family you have been so supreme.
The members of my thesis committee, Mr. Oqke Prawira and Mr. Samuel P.D.
Anantadjaya, have generously given their time and expertise to better my work.
I thank them for their contribution and their good-natured support.
To Andrian Ishak, thank you so much for your support. You are extremely daring and a business pro.
Mohammad Haykal TABLE OF CONTENTS
Page
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 6
ACKNOWLEDGEMENTS ... 7
TABLE OF CONTENTS ... 8
LIST OF FIGURES ... 12
LIST OF IMAGES ... 12
LIST OF TABLES ... 13
CHAPTER 1 - INTRODUCTION ... 14
1.1 BACKGROUND ... 14
1.2. Research Problem ... 16
1.3. Research Objectives ... 16
1.4. Significance of Study ... 16
1.5. Research Questions & Proposition ... 16
1.6 Scope and Limitation ... 17
1.7 Thesis Structure ... 17
Mohammad Haykal
2.1 Framework of Thinking ... 19
2.2 Market ... 20
2.3 Market Segmentation ... 20
2.3.1 Demographic Segmentation ... 21
2.3.2 Geographic Segmentation ... 23
2.3.3 Psychographic Segmentation ... 23
2.3.4 Behavioral Segmentation ... 24
2.4 Food, Mankind and Science ... 27
2.5 Molecular Gastronomy ... 28
2.5.1 Background and History of Molecular Gastronomy ... 29
2.5.2 Molecular Gastronomy Additives, Apparatus and Techniques ... 32
2.5.3 Major Influences ... 43
2.6 The Sense in Enjoyment of food ... 44
... 45
2.6.1 Taste ... 45
2.6.2 Texture (sense of touch) ... 46
2.6.3 Smell ... 47
2.6.4 Flavor ... 47
2.6.5 Chemesthesis ... 48
2.6.6 Sight ... 49
2.7 The Pleasure of Eating ... 49
2.7.1 Pleasure and Culture ... 49
2.7.2 Choosing To Eat Out ... 50
2.8 Previous Empirical Research ... 51
2.9 Research Model ... 52
Mohammad Haykal
CHAPTER 3 – METHODOLOGY ... 53
3.1 Research Process... 53
3.2 Type of Study ... 54
3.3 Method of Data Collection ... 54
3.3.1 Primary Data Collection ... 55
3.3.2 Secondary Data Collection ... 62
3.4 Population and Sample ... 62
3.5 Pre-Testing ... 63
3.6 Post-Testing ... 64
3.7 Data Analysis ... 64
3.7.1 Validity ... 64
3.7.2 Reliability ... 65
3.7.3 Factor Analysis... 65
CHAPTER 4 – RESULT AND DISCUSSION ... 67
4.1 Company Profile ... 67
4.1.1 Restaurant X ... 67
4.2 Respondent Profile ... 68
4.2.1 Gender ... 68
4.2.2 Age ... 69
4.2.3 Income ... 70
4.3 Data Pre-Testing Result ... 70
4.3.1 Reliability test ... 70
4.3.2 Validity for Pre-Testing ... 72
4.4 Interview Result ... 74
Mohammad Haykal
4.5.1 Reliability Test ... 77
4.5.2 Validity Test ... 78
4.5.3 Descriptive Test ... 79
4.5.4 Factor Analysis... 79
CHAPTER 5 – CONCLUSION AND RECCOMENDATION ... 83
5.1 Conclusion ... 83
5.2 Recommendation... 84
GLOSSARY ... 87
REFERENCES ... 89
APPENDICES ... 95
CURRICULUM VITAE ... 118
Mohammad Haykal LIST OF FIGURES
Figure 2.1 Framework of Thinking ... 18
Figure 2.2 Market Segmentation ... 20
Figure 2.3 Behavioral Segmentation ... 24
Figure 2.4 Molecular Gastronomy Recipe 1 ... 40
Figure 2.5 Molecular Gastronomy Recipe 2 ... 41
Figure 2.6 The Sense in Enjoyment of Food ... 44
Figure 2.7 Research Model ... 51
Figure 3.1 Sample Size ... 62
Figure 4.1 Respondent’s Gender ... 68
Figure 4.2 Respondent’s Age ... 69
Figure 4.3 Respondents Income ... 70
Figure 4.4 Critical Values for Pearson’s Correlation Coeficcient ... 72
LIST OF IMAGES Image 2.1 Effervescence ... 28
Image 2.2 Emulsification ... 31
Image 2.3 Flash Freezing ... 50
Image 2.4 Anti-Griddle ... 51
Image 2.5 Gelification ... 55
Image 2.6 Sous-Vide ... 62
Image 2.7 Spherification ... 66
Image 2.8 Thickening ... 71
Image 2.9 Transformation ... 71
Mohammad Haykal LIST OF TABLES
Table 2.1 The Objective of Molecular Gastronomy ... 28
Table 2.2 Additives, Apparatus and Techniques ... 31
Table 2.3 Reasons People Eat Out ... 50
Table 2.4 Previous Empirical Research ... 51
Table 3.1 Question Design ... 55
Table 3.2 Reliability Statistic ... 65
Table 3.3 KMO and Barlett’s Test ... 66
Table 4.1 Case Processing Summary Reliability Pre-Testing ... 71
Table 4.2 Cronbach’s Alpha Result Pre-Testing ... 71
Table 4.3 Inter-Total Statistic (Pre-Testing) ... 73
Table 4.4 Case Processing Summary Reliability Post-Testing ... 77
Table 4.5 Cronbach’s Alpha Result Post-Testing ... 77
Table 4.6 Inter-Total Statistic (Post-Testing) ... 78
Table 4.7 Descriptive Test ... 79
Table 4.8 KMO and Barlett’s Test Result of The Segmented Market of Molecular Gastronomy in Jakarta Based on Market Segmentation ... 79
Table 4.9 The Result of The Segmented Market of Molecular Gastronomy in Jakarta Based on Market Segmentation ... 80
Table 4.10 KMO and Barlett’s Test Result of The Factors that Influence People to Eat Molecular Gastronomy Cuisine in Jakarta ... 80
Table 4.11 The Result of The Factors that Influence People to Eat Molecular Gastronomy Cuisine in Jakarta ... 81
Table 4.12 KMO and Barlett’s Test Result of The Factors that Influence People to Visit Molecular Gastronomy Restaurant in Jakarta ... 81
Table 4.13 The Result of The Factors that Influence People to Visit Molecular Gastronomy Restaurant in Jakarta ... 81
