PREFERENSI CITA RASA KONSUMEN DALAM INDUSTRI MAKANAN SIAP SAJI ANTARA NEGARA INDONESIA DAN JEPANG
DOI:
https://doi.org/10.31539/costing.v7i6.13613Keywords:
Adaptasi Kuliner, Cita Rasa, Indonesia, Jepang, Restoran Siap SajiAbstract
Penyesuaian menu yang dilakukan McDonald’s dalam memenuhi preferensi kuliner masyarakat Indonesia dan Jepang penting untuk ditelaah. Latar belakang penelitian ini didasarkan pada perbedaan budaya dan cita rasa yang mempengaruhi strategi perusahaan dalam melayani kebutuhan konsumen. Tujuan dari penelitian ini adalah untuk mengkaji perbedaan preferensi konsumen di kedua negara serta dampaknya terhadap menu yang disediakan oleh McDonald’s. Metode yang digunakan adalah pendekatan kualitatif dengan teknik triangulasi melalui observasi langsung dan wawancara terhadap konsumen. Penelitian dilakukan selama 40 hari di Jepang dengan melibatkan responden masyarakat Indonesia yang tinggal di negara tersebut. Hasil penelitian mengungkap bahwa McDonald’s menyesuaikan menu dengan selera lokal. Burger di Jepang, cenderung praktis dan ringan lebih populer, sedangkan di Indonesia, konsumen lebih menyukai menu ayam goreng yang disajikan dengan nasi dan sambal. Penelitian ini menyimpulkan bahwa keberhasilan McDonald’s dalam memenuhi kebutuhan konsumen di kedua negara terletak pada kemampuannya untuk mengadaptasi menu sesuai dengan preferensi lokal.
References
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[15]Tysara, L. (2024, September 9). 30 Makanan Jepang yang Terkenal dan Ciri Khas, Ini Rahasia di Balik Kelezatannya. https://www.liputan6.com/hot/read/5697196/30-makanan-jepang-yang-terkenal-dan-ciri-khas-ini-rahasia-di-balik-kelezatannya
[16]detikfood. (2022, November 21). Hanya Ada di Jepang! 7 Menu McDonald’s Ini Unik dan Bikin Ngiler. https://food.detik.com/info-kuliner/d-6417805/hanya-ada-di-jepang-7-menu-mcdonalds-ini-unik-dan-bikin-ngiler#goog_rewarded
[17]mcdonalds.co.id. (2024, August 14). McDonald’s Indonesia Hadirkan Menu Spesial Kemerdekaan, Gunakan 100% Bahan Baku Berkualitas dari Mitra Lokal. https://www.mcdonalds.co.id/newsroom/press-release/mcdonalds-indonesia-hadirkan-menu-spesial-kemerdekaan-gunakan-100-bahan-baku-berkualitas-dari-mitra-lokal
[18]mcdonalds.co.jp. (2024, December 2). Shrimp Filet-O. https://www.mcdonalds.co.jp/en/products/1090/
[19]Wells, T. (2024, April 21). The Ultimate Showdown: McDonald‘s vs. KFC – Which Fast-Food Giant Reigns Supreme? https://www.marketingscoop.com/consumer/mcdonalds-vs-kfc/
[20]Scott, C. (2024, May 7). McDonald‘s Vs. KFC In 2024: Who Comes Out On Top? https://expertbeacon.com/mcdonalds-vs-kfc/
[21]thebrandhopper. (2024). Who are McDonald’s Top Competitors & Alternatives? https://thebrandhopper.com/2024/06/02/who-are-mcdonalds-top-competitors-alternatives/?amp=1#top
[22]Gelbrich, K., Müller, S., & Westjohn, S. (2023). "Chapter 2: Basics of consumer behavior". In Cross-Cultural Consumer Behavior. Cheltenham, UK: Edward Elgar Publishing. https://doi.org/10.4337/9781803923192.00006.
[23] Roudometof, V. (2016). Glocalization: A Critical Introduction. In by Book-2-look International (1st ed., Vol. xii). Routledge, Taylor & Francis Group. https://www.book2look.com/embed/9781317936282
[24] Djekic, I., Bartkiene, E., Szűcs, V., Tarcea, M., Klarin, I., Černelič-Bizjak, M., Isoldi, K., El-Kenawy, A., Ferreira, V., Klava, D., Korzeniowska, M., Vittadini, E., Leal, M., Frez-Muñoz, L., Papageorgiou, M., & Guiné, R. (2021). Cultural dimensions associated with food choice: A survey based multi-country study. International Journal of Gastronomy and Food Science, doi: 10.1016/J.IJGFS.2021.100414
[25] Huang, L., Liu, M., Song, X., & Yen, J. (2022). A method of customer valuation score and implementation for marketing strategy. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-05-2021-0299.
[26] Lücking, M. (2021). “Food unites us… not anymore!?” Indonesian pilgrims eating kosher and halal in Jerusalem. Food, Culture & Society, 25, 699 - 711. https://doi.org/10.1080/15528014.2021.1958188.
[27] Gotow, N., Skrandies, W., Kobayashi, T., & Kobayakawa, T. (2021). Traditional Japanese confection overseas: Cultural difference and retronasal aroma affect flavor preference and umami perception. Food Quality and Preference, 92, 104204. https://doi.org/10.1016/J.FOODQUAL.2021.104204.
[28] Tirtalistyani, R., Murtiningrum, M., & Kanwar, R. (2022). Indonesia Rice Irrigation System: Time for Innovation. Sustainability. https://doi.org/10.3390/su141912477.
[29] Kuwahara, M., Tahara, Y., Suiko, T., Nagamori, Y., & Shibata, S. (2022). Effects of Differences of Breakfast Styles, Such as Japanese and Western Breakfasts, on Eating Habits. Nutrients, 14. https://doi.org/10.3390/nu14235143.
[30]Yang, J., Iyer, R., & Lee, Y. (2022). Why Do Local Foodscapes Matter in Building Tourist Trust and Loyalty?. Sustainability. https://doi.org/10.3390/su14042029.
[31] Hoskins, J., Verhaal, J., & Griffin, A. (2020). How within-country consumer product (or brand) localness and supporting marketing tactics influence sales performance. European Journal of Marketing. https://doi.org/10.1108/EJM-11-2018-0787.
[2] Partarakis, N., Kaplanidi, D., Doulgeraki, P., Karuzaki, E., Petraki, A., Metilli, D., Bartalesi, V., Adami, I., Meghini, C., & Zabulis, X. (2021). Representation and Presentation of Culinary Tradition as Cultural Heritage. Heritage, 4, 612-640. https://doi.org/10.3390/HERITAGE4020036.
[3] Miyake, H., Kashino, I., Nanri, A., & Mizoue, T. (2023). Development of the Scores for Traditional and Modified Japanese Diets. Nutrients, 15. https://doi.org/10.3390/nu15143146.
[4] Sajiki, T., & Lu, Y. (2022). Japanese Consumer Preference For Raw Fish: Best–Worst Scaling Method. Journal of Marine Science and Technology. https://doi.org/10.51400/2709-6998.2560.
[5] Osaili, T., Al-Nabulsi, A., Taybeh, A., Ismail, L., & Saleh, S. (2023). Healthy food and determinants of food choice on online food delivery applications. PLOS ONE, 18. https://doi.org/10.1371/journal.pone.0293004.
[6] Conoly, Y., & Lee, Y. (2023). Intrinsic and Extrinsic Cue Words of Locally Grown Food Menu Items and Consumers’ Choice at Hyper-Local Restaurants: An Eye-Tracking Study. Sustainability. https://doi.org/10.3390/su151712733.
[7] Kristiyoningsih, Ridwan, A., & Fanani, A. (2023). The Impact of Halal Label Availability on Fried Chicken Purchase Decisions: A Case Study in Jatirogo District, Tuban Regency. Agriecobis : Journal of Agricultural Socioeconomics and Business, 6(01), 23–33. https://doi.org/10.22219/agriecobis.v6i01.24320
[8] Cabral, D., Fonseca, S., Rocha, C., Moura, A., Oliveira, J., & Cunha, L. (2024). 1. Evaluation of the trade-off between variety, processing, and low-GI claim in ready-to-eat rice.. doi: 10.1177/10820132241272768
[9] Shinozaki, N., Murakami, K., Yuan, X., Tajima, R., Matsumoto, M., Asakura, K., Masayasu, S., & Sasaki, S. (2023). The association of highly processed food consumption with food choice values and food literacy in Japanese adults: a nationwide cross-sectional study. International Journal of Behavioral Nutrition and Physical Activity, doi: 10.1186/s12966-023-01538-7
[10] Pinem, H., Lumbantoruan, M. A., Tamara, R., Putriku, A. E., & Saragih, L. S. (2024). Analisis Strategi McD dalam Memasuki Pasar Global. Student Scientific Creativity Journal (SSCJ), 2(4), 80–86. https://doi.org/10.55606/sscj-amik.v2i3.3395
[11] Revalina, RR. V., Ginting, R. R. B., Andarini, S., & Kusumasari, I. R. (2024). ANALISIS STRATEGI PENGEMBANGAN BISNIS RESTORAN CEPAT SAJI MCDONALD’S DALAM MENGHADAPI PERSAINGAN BISNIS GLOBAL. KARYA: Jurnal Pengabdian Kepada Masyarakat, 4(1), 134–142. https://jurnalfkip.samawa-university.ac.id/KARYA_JPM/article/download/682/541/2116
[12] Suprapto, Y., Steven, Vinchen, H., & Leonard. (2023). Strategi yang Diterapkan McDonalds dalam Memasuki Pasar International. Jurnal Mirai Management, 8(1), 257–261. https://www.journal.stieamkop.ac.id/index.php/mirai/article/download/4587/2999
[13] JARIAH, Y. A. (2022). MCDONALD’S DALAM MENGGUNAKAN GLOKALISASI SEBAGAI METODE EKSPANSI KAPITAL DALAM AKTIVITASNYA DI KOTA MAKASSAR [Undergraduate Thesis, UNIVERSITAS BOSOWA MAKASSAR]. https://repository.unibos.ac.id/xmlui/bitstream/handle/123456789/2829/2022%20YULI%20AINUN%20JARIAH%204517023008.pdf?isAllowed=y&sequence=1
[14]Ernawati, H., & Prakoso, D. (2020). CONSUMER PREFERENCES FOR INDONESIAN CULINARY. Journal of Indonesian Economy and Business, 34, 280-293. https://doi.org/10.22146/jieb.52637.
[15]Tysara, L. (2024, September 9). 30 Makanan Jepang yang Terkenal dan Ciri Khas, Ini Rahasia di Balik Kelezatannya. https://www.liputan6.com/hot/read/5697196/30-makanan-jepang-yang-terkenal-dan-ciri-khas-ini-rahasia-di-balik-kelezatannya
[16]detikfood. (2022, November 21). Hanya Ada di Jepang! 7 Menu McDonald’s Ini Unik dan Bikin Ngiler. https://food.detik.com/info-kuliner/d-6417805/hanya-ada-di-jepang-7-menu-mcdonalds-ini-unik-dan-bikin-ngiler#goog_rewarded
[17]mcdonalds.co.id. (2024, August 14). McDonald’s Indonesia Hadirkan Menu Spesial Kemerdekaan, Gunakan 100% Bahan Baku Berkualitas dari Mitra Lokal. https://www.mcdonalds.co.id/newsroom/press-release/mcdonalds-indonesia-hadirkan-menu-spesial-kemerdekaan-gunakan-100-bahan-baku-berkualitas-dari-mitra-lokal
[18]mcdonalds.co.jp. (2024, December 2). Shrimp Filet-O. https://www.mcdonalds.co.jp/en/products/1090/
[19]Wells, T. (2024, April 21). The Ultimate Showdown: McDonald‘s vs. KFC – Which Fast-Food Giant Reigns Supreme? https://www.marketingscoop.com/consumer/mcdonalds-vs-kfc/
[20]Scott, C. (2024, May 7). McDonald‘s Vs. KFC In 2024: Who Comes Out On Top? https://expertbeacon.com/mcdonalds-vs-kfc/
[21]thebrandhopper. (2024). Who are McDonald’s Top Competitors & Alternatives? https://thebrandhopper.com/2024/06/02/who-are-mcdonalds-top-competitors-alternatives/?amp=1#top
[22]Gelbrich, K., Müller, S., & Westjohn, S. (2023). "Chapter 2: Basics of consumer behavior". In Cross-Cultural Consumer Behavior. Cheltenham, UK: Edward Elgar Publishing. https://doi.org/10.4337/9781803923192.00006.
[23] Roudometof, V. (2016). Glocalization: A Critical Introduction. In by Book-2-look International (1st ed., Vol. xii). Routledge, Taylor & Francis Group. https://www.book2look.com/embed/9781317936282
[24] Djekic, I., Bartkiene, E., Szűcs, V., Tarcea, M., Klarin, I., Černelič-Bizjak, M., Isoldi, K., El-Kenawy, A., Ferreira, V., Klava, D., Korzeniowska, M., Vittadini, E., Leal, M., Frez-Muñoz, L., Papageorgiou, M., & Guiné, R. (2021). Cultural dimensions associated with food choice: A survey based multi-country study. International Journal of Gastronomy and Food Science, doi: 10.1016/J.IJGFS.2021.100414
[25] Huang, L., Liu, M., Song, X., & Yen, J. (2022). A method of customer valuation score and implementation for marketing strategy. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-05-2021-0299.
[26] Lücking, M. (2021). “Food unites us… not anymore!?” Indonesian pilgrims eating kosher and halal in Jerusalem. Food, Culture & Society, 25, 699 - 711. https://doi.org/10.1080/15528014.2021.1958188.
[27] Gotow, N., Skrandies, W., Kobayashi, T., & Kobayakawa, T. (2021). Traditional Japanese confection overseas: Cultural difference and retronasal aroma affect flavor preference and umami perception. Food Quality and Preference, 92, 104204. https://doi.org/10.1016/J.FOODQUAL.2021.104204.
[28] Tirtalistyani, R., Murtiningrum, M., & Kanwar, R. (2022). Indonesia Rice Irrigation System: Time for Innovation. Sustainability. https://doi.org/10.3390/su141912477.
[29] Kuwahara, M., Tahara, Y., Suiko, T., Nagamori, Y., & Shibata, S. (2022). Effects of Differences of Breakfast Styles, Such as Japanese and Western Breakfasts, on Eating Habits. Nutrients, 14. https://doi.org/10.3390/nu14235143.
[30]Yang, J., Iyer, R., & Lee, Y. (2022). Why Do Local Foodscapes Matter in Building Tourist Trust and Loyalty?. Sustainability. https://doi.org/10.3390/su14042029.
[31] Hoskins, J., Verhaal, J., & Griffin, A. (2020). How within-country consumer product (or brand) localness and supporting marketing tactics influence sales performance. European Journal of Marketing. https://doi.org/10.1108/EJM-11-2018-0787.
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2024-12-11
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