Understanding Consumer Preferences and Behavior in Culinary Choices: A Case Study of Nasi Goreng Mak Sutan at G-Town Square Gading Serpong

Abstract

This research examines a culinary product at G-Town Square, Gading Serpong in the city of Tangerang, Indonesia particularly in Nasi Goreng Mak Sutan or Mak Sutan’s fried rice in english. The main focus of this research is to understand how factors such as food quality, price, ambiance and service can impact customer preferences. Using a qualitative approach, a purposive sampling and a semi-structured interview was conducted on August 2024. The data is later analyzed using the reduction technique proposed by Miles and Huberman. The result indicates that food quality is the primary factor impacting customer satisfaction though it was preceived to be average and lacking the unique flavors. Pricing was considered high for the quality preceived, suggesting a need for improvement and alignment between the pricing and and value. The ambiance is considered comfortable, but the service requires improvement. These findings underscore the importance of targeted enhancements in food quality, pricing strategies, and service for Nasi Goreng Mak Sutan, offering valuable insights for culinary businesses and local governments aiming to boost culinary tourism at G-Town Square.