Strategi Keunggulan Layanan, Kapabilitas Inovasi dan Daya Tarik Promosi dalam Meningkatkan Kinerja Usaha Sektor Kuliner Selama Pandemi di Kota Pontianak (Studi Kasus pada Usaha Café dan Restoran di Kota Pontianak)

Dewi Santika

Abstract


COVID-19 pandemic has effect almost all sector of human life and global economy. The government regulation to stem the surge in infection likes limited public gathering, banned dine-ins, travel warning, and shortened business hours has impact business performance, especially tourism industry. It’s drove the business owner to rearrange all their business plans in order to stand they business in pandemic.  The research’s goal is to know the relation between service excellence strategy, capabilities of innovation and promotion attractiveness with the culinary business performance by case study to café and restaurant in Pontianak. Data collection techniques used was interview and questionnaire. The samples in this research involves 62 owners of café and restaurant in Pontianak. This research used statistical program (SPSS) in data analyze. This research shows that service excellent strategy hadn’t related to improve business performance in pandemics since the indirect interaction system that occur between consumer and the store. On the other side, innovation capabilities and promotion attractiveness have related to improve business performance in pandemic.

 

Keywords: service excellence, innovation capability, attractiveness of promotion, business performance


Full Text:

p97-108

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Lembaga Penelitian dan Pengabdian pada Masyarakat (LPPM) Universitas Widya Dharma Pontianak