CHEF CELEBRITY RESTAURANT IN INDONESIA: CAN IT STAY IN CONSUMERS’ HEART FOR A LONG TERM?

Abstract

Players in the restaurant industry of course continue to compete in an effort to win the hearts of consumers. Various ways are done by entrepreneurs to be able to seize up to stay consumer hearted such as with restaurants with affordable prices, comfortable place, a variety of drinks and food menu and a strategic location to reach the target consumers. However, these strategies have been commonly used by entrepreneurs who are generally very knowledgeable about marketing science. This becomes interesting when managing a restaurant is a chef celebrity where one of the benefits of trying to find is himself as a celebrity chef who has been known in public. One of the most popular chef celebrity restaurant is Nomz Kitchen & Pastry by Arnold Poernomo. Arnold Poernomo, better known as Chef Arnold, became a household name since his TV appearance as a judge on MasterChef Indonesia. The young chef divides his time between Sydney and Jakarta, so it’s no wonder that he’s brought his Australian upbringing to Nomz Kitchen & Pastry. The upmarket cafe serves unpretentious comfort food with a laid-back vibe. Clear Aussie influences can be seen in staple brunch items like their Nomz eggs benny and avo toast, but it is their gooey salted egg croissants that have really put Nomz on Jakarta’s culinary map (http://thehoneycombers.com). The research sample for this research is 200 respondents and it is using SPSS 22.0 to analyze the multiple regression. The questionnaires were distributed from September 2017 until December 2017. Sampling method is non probability-sampling by using questionnaire as a tool in collecting data, with purposive sampling technique. The purposive sampling technique is done by taking samples that have certain characteristics for certain purpose. This research is an interesting research because it can develop positive emotion and customer loyalty perspective toward image celebrity chef. In addition, this study will also show the major differences in the effect of variables commonly used in restaurant fields such as service quality, food quality, interaction with other customer and restaurant atmosphere compared to image of celebrity chef towards customer