English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

ABSTRAKKeberlanjutan sektor pertanian saat ini menjadi isu besar terkait dengan semakin menurunnyaaktivitas sektor pertanian. Kegiatan kuliner sesungguhnya mampu menggerakkan hulu dan hiliragribisnis dalam bentuk produksi input kuliner yaitu bahan-bahan mentah hasil pertanian. Sektorkuliner juga menjadi kegiatan yang dilirik generasi muda sebagai pilihan usaha, namun masihbanyak entrepreneur yang memerlukan pencerahan untuk dapat berkembang. Antara lain dalam halakses ke konsumen melalui promosi dan secara khusus pemilihan media promosi. Pada saat inimedia sosial dipandang dapat mengefektifkan upaya promosi. Tujuan penelitian adalah untukmengetahui karakteristik konsumen di restoran elit dan menengah Kota Bandung, juga mengetahuidampak media sosial bagi penyedia jasa kuliner. Penelitian ini menggunakan metode kualitatifdengan teknik studi kasus dan analisis deskriptif. Penelitian dilaksanakan di beberapa lokasi restoranyang mewakili klaster elit dan menengah. Hasil penelitian menunjukkan bahwa restoran klaster elitdinilai belum cukup intensif menggunakan saluran pemasaran berbasis media sosial, sedangkanrestoran menengah dinilai bahwa penggunaan media sosial tidak berpengaruh terhadap kondisirestoran saat ini. Konsumen dari kedua klaster restoran senang menginformasikan restoran melaluimedia sosial bila memiliki keunikan.Kata kunci: media sosial, kuliner, promosi, agribisnis, studi kasusABSTRACTSustainability of the agricultural sector is currently a major issue due to decline in its activities.Culinary is actually able to move upstream and downstream agribusiness, namely culinary rawmaterials from agricultural products. As well, younger generation sees culinary as the choice ofbusiness, despite entrepreneurs still need awareness to be able to thrive. Particularly access toconsumers through promotions and specific opt for media campaign. At the time being social mediais seen for its superiority to further facilitate and streamline promotional efforts. This study aims tounderstand the characteristics of consumers in elite and medium-class restaurants in Bandung city,also knowing the impact of social media for culinary service providers. The results showed that theelite restaurant cluster was considered not sufficiently using social media as marketing mean, whilethe medium-class restaurants was regarded indifferent to its current condition despite using socialmedia. Consumers of both clusters pleased to inform the restaurant via social media when it isunique.Keywords: social media, culinary, promotion, agribusiness, case study

ANALISIS KOMUNIKASI PEMASARAN BERBASIS MEDIA SOSIAL DI KALANGAN RESTORAN ELIT DAN MENENGAH DI KOTA BANDUNG