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Bab I Pendahuluan BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian 1.1.1 Sejarah Singkat Mujigae Resto Mujigae, Bibimbap & Casual Korean Food (Mujigae Resto) merupakan salah satu restoran Korea yang tergolong baru di Bandung yang berdiri pada tanggal 10 April 2013 di Ciwalk. Penetrasi budaya Korea di Indonesia mulai dari gaya busana, drama, musik, dan makanan marak bermunculan di Indonesia merupakan salah satu alasan Alvin Arief, Direktur Mujigae Restoran sekaligus pemiliknya membuka restoran ini. Dengan mengusung konsep “Korea Experience” dimana ketika pengunjung berada di dalam restaurant akan disuguhkan dengan pelayanan yang ramah, deretan menu hidangan Korea, dan musik video K-pop (Korean pop musik), selain itu pengunjung dapat berfoto dan melihat suasana Myeongdong di restoran tersebut. Kata Mujigae sendiri berarti pelangi yang menjelaskan bahwa masakan dan makanan merupakan sebuah karya seni, di mana makanan bukan hanya berfungsi untuk mengenyangkan saja, tetapi juga, harus menarik mata sehingga setiap orang yang melihatnya ingin segera mencicipi. Keanekaragaman menu dan jenis makanan yang kurang lebih ada 50 jenis dengan harga yang terjangkau menjadi salah satu keunggulan yang ditawarkan. Di luar restorannya terpampang layar besar yang menampilkan video wanita yang menggunakan pakaian adat Korea yang seolah-olah memanggil orang yang lewat untuk masuk dan mengunjungi restoran tersebut. Restoran cukup besar dan terdapat dua lantai di dalamnya. Di lantai dua tempatnya lebih besar dan luas, dapat menampung banyak orang. Terpampang dua proyektor di lantai bawah dan dua proyektor di lantai dua sebagai media untuk memutar video musik, drama, maupun reality show Korea yang dibuat untuk menarik perhatian pengunjung agar membuat nyaman dalam menanti menu yang di pesan. Dan yang menarik adalah di tiap meja disediakan Ipad yang fungsinya untuk melihat menu dan dari Ipad tersebut pengunjung dapat request 1 lagu Korea. Selain itu Ipad tersebut juga dapat digunakan untuk memanggil pelayan jika pengunjung mau meminta bill. Pengunjung juga dapat berfoto dan foto tersebut dapat ditampilkan pada display 2 layar besar resto Mujigae. Para pelayan menggunakan seragam yang senada dengan Korean Pop culture yang membuat penyajian restoran lebih menarik. Dari pertama berdiri pada tahun 2013 hingga sekarang Mujigae memiliki lima cabang, tiga cabang pertama berada di Jakarta, sedangkan dua cabang lainnya di Bandung. Di Bandung Mujigae berada di mall Ciwalk dan di mall Festival City Link, sedangkan di Jakarta, Mujigae berada di mall Kelapa Gading, Summarecon Mall Serpong dan Summarecon Mall Bekasi. 1.1.2 Logo Mujigae Resto Logo Mujigae Resto dapat dilihat pada gambar 1.1 dibawah ini: Gambar 1.1 Logo Mujigae Resto Sumber: www.google.com 1.1.3 Visi dan Misi a. Visi Menjadi restoran Korea terbaik di Indonesia dengan menjaga cita rasa asli dan budaya Korea. b. Misi Menyajikan masakan Korea yang sesuai dengan cita rasa masyarakat Indonesia. 2 1.1.4 Produk dan Layanan a. Produk Mujigae Resto merupakan restoran korea yang memiliki beberapa produk yang terbagi dalam 3 menu yaitu : Tabel 1.1 Daftar Menu Mujigae Resto Menu Makanan Rincian Menu Bulgogi Bibimbap Dak Galbi Bibimbap Cheese Bibimbap Dolsot Bibimbap Bibimbap Dolsot Bibimbap + Korean Fried Chicken Spicy Bibimbap + Korean Fried Chicken Spicy Bibimbap + Fried Oden Mix Dolsot Bibimbap + Fried Oden Mix Cheese Kimchi Fried Rice Kimchi Fried Rice Kimchi Fried Rice + Korean Fried chicken Cheese Kimchi Fried Rice + Korean Fried Chicken Fried Rice Kimchi Fried Rice + Fried Oden Mix Cheese Kimchi Fried Rice + Fried Oden Mix Spicy Bulgogi Bulgogi (Bersambung) 3 (Sambungan) Paket Chicken 1 Paket Chicken 2 Paket Chicken 3 Paket Chicken 4 Paket Paket Bulgogi 1 Paket Bulgogi 2 Paket Bulgogi 3 Paket Bulgogi 4 Sumber : www.mujigae.com b. Layanan Mujigae merupakan tempat makan khas korea yang sangat high tech. Di mulai dari pintu masuk yang terdapat gambar hologram dari artis korea yang seolah-olah melakukan fashion show. Selain itu, di setiap meja disediakan sebuah iPad unuk melakukan pemesanan dan memilih menu. Dan bagi pecinta lagu Korea, tersedia daftar lagu yang bisa request di putar di layar besar Mujigae, cukup pesan lewat iPad yang tersedia di tiap meja makan. Dan setiap waitress menggunakan iPod untuk mengkonfirmasi pemesananan yang sudah dilakukan melalui iPad tadi. Pengunjung pun diberi fasilitas untuk foto-foto menggunakan iPad, yang nantinya ditampilkan di layar di salah satu sisi tembok restoran. Mujigae menyajikan konsep yang terjangkau, dengan standar harga mall, dengan tampilan dekorasi yang unik yang secara kilat mampu menarik perhatian. Di restoran ini masakan yang dihadirkan pun sesuai dengan kualitas dan citarasa asli Korea. Dan Mujigae memiliki website resmi yaitu www.mujigae.com dimana pengunjung dapat melihat menu apa saja yang ditawarkan, lokasi-lokasi outlet, dan kontak untuk mengirimkan kritik atau saran dari para pelanggan. Untuk lokasi-lokasinya sendiri Mujigae memiliki dua outlet untuk wilayah Bandung yang dapat ditemui di Cihampelas Walk dan Festival City Link, sedangkan untuk wilayah lain dapat ditemukan di Jakarta, Tangerang, dan Bekasi. 4 1.1.5 Struktur Organisasi Struktur Organisasi Mujigae Resto adalah seperti Gambar 1.2 berikut: Gambar 1.2 Struktur Organisasi Mujigae Resto Sumber: www.mujigae.com 1.2 Latar Belakang Penelitian Indonesia menjadi pasar bisnis restoran yang menggiurkan. Bisnis restoran juga mengalami kenaikan dengan cepat karena keuntungan yang cukup besar berkisar 15%–30% (sumber: http://www.tribunnews.com). Menurut Hariyadi Sukamdani, Wakil Ketua Umum Perhimpunan Hotel dan Restoran Indonesia (PHRI), mengatakan bahwa masyarakat Indonesia memang menyukai makan dalam memenuhi kebutuhannya, maka prospek bisnis restoran di Indonesia selalu cerah. Sehingga tren makan di restoran merupakan bagian dari aktivitas sosial dan pertumbuhan pengguna media sosial yang begitu pesat maka hampir semua orang membagi pengalaman makan di restoran melalui media sosial seperti Instagram, Facebook, Twitter, dan Path. Semakin banyak orang berbagi pengalaman makan 5 di restoran, makin banyak juga orang yang tertarik untuk makan di restoran (sumber:industri.kontan.co.id) Korean Wave di Indonesia diawali dengan kemunculan sebuah drama seri dari Korea berjudul Endless Love di sebuah stasiun TV swasta. Fenomena Korean Wave yang sedang melanda Indonesia banyak mempengaruhi kehidupan masyarakat khususnya kalangan muda. Sehingga generasi muda yang menggandrungi tayangan entertainer Korea mulai dari drama, film, maupun musik. Hal ini juga membuat menjamurnya fanbase-fanbase atau Korean community di Indonesia. Pengaruh Korean Wave dalam kehidupan masyarakat Indonesia, baik disadari atau tidak telah meliputi segala aspek yang salah satunya yaitu mengenai makanan korea sehingga memicu munculnya berbagai restoran korea di Indonesia. Maka ini menjadi peluang bisnis yang menarik dengan memanfaatkan Korean Wave (Sumber: swa.co.id). Di Indonesia salah satunya Kota Bandung yang dikenal sebagai pusat industri kreatif, Dimana dahulu Jalan Cihampelas sebagai maskot industri kreatif dalam bidang fashion. Dan kemudian mulai terjadi pergeseran peta industri kreatif di Kota Kembang ini, dari sandang menuju pangan. Para pelancong yang datang ke Bandung sekarang tidak lagi menjadikan factory outlet sebagai tujuan utama, dan mulai menggeser pada wisata kuliner di Kota Bandung (sumber: Foodservicetoday). Kota Bandung merupakan destinasi wisata kuliner Indonesia oleh Kementerian Pariwisata. Pertumbuhan industri kuliner di Kota Bandung sedang mengalami peningkatan, yang memiliki potensi bisnis kuliner yang sangat beragam dari mulai menu masakan nusantara hingga menu kuliner mancanegara. Di samping itu menjadikan Kota Bandung sangat kental aroma kuliner yang menjanjikan. Dengan beragamnya tempat wisata kuliner di Bandung memang menjadi salah satu daya tarik wisatawan datang ke Kota ini (Sumber: pikiran- rakyat.com). Di Bandung juga terdapat restoran yang menyediakan makanan khas korea yang salah satunya adalah Mujigae Resto. Mujigae Resto adalah restoran korea yang pertama kali berdiri di Ciwalk Bandung sejak april 2013. Di Indonesia sendiri Mujigae ada diperingkat Top 6 Brand Indeks, di tahun 2015 dan 2016 sebesar 28,1% (Sumber: www.topbrand- award.com). Hal ini dapat diartikan bahwa Mujigae banyak digemari oleh konsumen dan merek Mujigae Resto yang melekat dibenak konsumen. Mujigae Resto merupakan salah satu restoran yang mengusung konsep “Korea Experience” dengan cara memesan makanan yang menggunakan sistem order self service dengan iPad, bukan dengan menggunakan buku menu seperti restoran biasanya. Dan ketika konsumen berada didalam restoran akan disuguhkan dengan pelayanan yang ramah , deretan menu hidangan Korea, dan musik video korea. Mujigae Resto ini beroperasi di bawah PT Kwarto Rajawali yang merupakan salah satu dari anak perusahaan dari Champ Group perusahaan induk di bidang food & beverage dan membawahi 10 merek restoran, diantaranya yakni Bakso Malang Karapitan, Gokana, Platinum, dan Racha (Sumber: http://foodservicetoday.co.id). Mujigae Resto menawarkan makanan khas korea untuk semua kalangan anak muda, first jobber, dan keluarga baik dari yang berpendapatan rendah, menengah dan menegah atas. Namun Mujigae Resto lebih memperhatikan konsumen anak muda yang berusia 20 tahun sampai 25 tahun sebagai target pasarnya. (mujigae.com) Untuk mengetahui tanggapan konsumen mengenai Brand Awareness, maka peneliti melakukan survei awal dengan menyebarkan kuesioner kepada 30 responden yang mengetahui Mujigae. Hasil survei dapat
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