P-ISSN: 2808-0467
E-ISSN: 2808-5051
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1296 This work is licensed under CC BY-SA 4.0
OPTIMIZATION OF PROMOTIONAL MARKETING STRATEGIES
ON CONSUMER BUYING INTEREST IN OKOY FLOWER GARDEN
RESTAURANT
Jola Silvana Kalangi
1
, Franky R. Tulungen
2
, Deisy A.P.J. Pangkey
3
, Elsje Lintong
4
,
Jeffry Gumerung
5
,
Rieneke R. Kalalo
6
Faculty of Teacher Training and Education, Indonesian Christian University, Tomohon, North Sulawesi,
Indonesia
1
joulakalangi64@gmail.com
2
ftulungen@gmail.com
3
juitadeisy@gmail.com
4
elsjelintongels@gmail.com
5
jeffrigumerung68@gmail.com
6
rinrykekalalo2@gmail.com
PAPER INFO ABSTRACT
Received: July
2022
Revised: July
2022
Approved: July
2022
Background: The era of business competition in culinary field has
experienced drastic changes along with the emergence of the Covid-19
Pandemic and the era of digitalization which requires every business actor to
move on to the internet communication and information network. This
development will certainly make the restaurant of Okoy Flower Garden
Tomohon survive and continue to exist to serve consumers.
Aim: The purpose of this study is to optimize the restaurant's marketing
strategy in order to increase consumer buying interest.
Method: The research approach was more directed at quantitative methods
with causal research on each of the variables studied.
Findings: This study showed that the promotional strategy carried out by
Okoy Flower Garden has not been implemented optimally. The effect of
promotion has not been able to significantly increase consumer buying
interest. The marketing strategy in terms of promotion in order to attract
consumer buying interest has not been implemented optimally. The
marketing strategy for promotion that does not have a strong effect on
consumer buying interest at Okoy Flower Garden can be seen from the
regression coefficient of the Consumer Buying Interest value of 0.135. The
regression coefficient is positive, so it can be stated that the direction of the
influence of the variable X on Y is positive.
KEYWORDS
Okoy Flower Garden, marketing strategy, consumer buying interest
INTRODUCTION
The development of globalization demands various businesses to compete. The ability to
compete in business in the field of economic life needs to be done quickly and well in order to
be able to compete through the right strategy (Berger, 2005; Wiig, 2012). Nowadays, in the era
of globalization which is marked by increasingly fierce competition in the business world,
companies must be able to compete to attract buyers (Ocloo et al., 2014; Terkan, 2014).
Companies must determine goals to be used as standards for achieving success, recognize
opportunities and threats in the external environment and understand strengths and weaknesses
in the internal environment (Gepner et al., 2022). Companies must also be able to implement
marketing strategies clearly and in accordance with market conditions (Nagy et al., 2018). By
understanding and knowing this, it will make it easier for the company to formulate the right
strategy that will be used and implement the strategy that is maximally prepared. Besides, the
company must also keep evaluating and controlling all processes to achieve the goals and
continue to innovate or overcome deficiencies (Kusi-Sarpong et al., 2019).
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
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1297 Interdisciplinary Social Studies, 1(10), Jul 2022
Every company expects a positive consumer response to the products offered, but does not
implement the strategies they use optimally (Zuhdi et al., 2020). Most companies merely focus
on how their products can be sold to many consumers that they do not pay attention to whether
they are really needed or benefit the consumers (Sheth, 2020). The development of technology
and information is marked by the development of people's mindsets about what will be
consumed, making companies have to continue to innovate products, create products that have
benefits for consumers (Richter et al., 2017). Companies must be able to commit to building
satisfaction and value images, able to adapt to changes that occur in the surrounding
environment, understand consumer behavior, be able to choose the right location to market
products and pay attention to comfort, and be able to maintain good relations with consumers
(Itami & Roehl, 1991). This can be an attraction for consumers to visit or become regular
customers.
Introducing products to the public with various promotions from the company can
determine the strategy to use in promoting products and provide information to the public about
products that are clearly created so that they are increasingly known by the public. Promotional
activities can use conventional media and digital media. Along with the development of
technology, many companies use digital media in promoting their products but there are still
those who use conventional media in promoting the products of the company itself (Sajid,
2016). Apart from print media and social media, companies can also carry out promotions by
giving discounts to customers in order to attract consumer interest (Sharma et al., 2020).
Buying interest is related to feelings and emotions, if someone feels happy and satisfied in
buying goods or services then it will strengthen buying interest. Dissatisfaction usually
eliminates interest (Fawzeea et al., 2019). Human feelings and emotions arise because of
encouragement from the surrounding environment (Reeve, 2018). It is characterized by humans
who are interested in something new, something recommended by others, or something that is
becoming a trend in the surrounding environment, that's why feelings and emotions become
the basis for humans in making choices (Reeve, 2018). Therefore, buying interest is important
for companies in carrying out marketing activities as well as determining the success of the
company.
One of the restaurants in the city of Tomohon is Okoy Flower Garden restaurant. The idea
of the name of this restaurant is because it is located in Okoy and the owner of the restaurant
is a flower lover. Okoy Flower Garden restaurant was established in 2015 with a capacity of
±500 people and is located in the flower town of Tomohon City, Okoy street. The menu
provided by Okoy Flower Garden restaurant is a variety of Indonesian Food & Chinese Food
dishes with the menus that are most in demand by consumers are grilled sea fish, woku, and
sour sauce. The OFG restaurant has received enough attention from consumers, because apart
from a garden themed restaurant, the owner of this restaurant also comes from a well-known
celebrity family. Therefore, this research aimed at discovering the efforts taken by Okoy
Flower Garden Restaurant to optimize marketing strategies in order to increase consumer
buying interest.
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
Restaurant
1298 Interdisciplinary Social Studies, 1(10), Jul 2022
METHOD
This study used quantitative approach, specifically causal method. The population and
samples of this study were 15 Okoy Flower Garden employees and 40 Okoy Flower Garden
consumers. The variables used in this study are:
1) The dependent variable denoted by Y is the variable that is influenced or becomes a
result of the independent variable, in this study the dependent variable is Consumer
Buying Interest; and
2) The independent variable denoted by X is the variable that affects or is the cause of the
change, or the occurrence of the dependent variable. The independent variables in this
study are promotion.
For an in-depth study using a Likert scale, in the form of a graded questionnaire tabulation
calculation and then an interpretive framework is given. In this case, the Likert scale has a
gradation from very positive to very negative, the researcher used five gradations as displayed
in the table.
Table 1. Likert Scale Used in the Research
Scale
Score
Strongly Agree
5
Agree
4
Hesitating
3
Disagree
2
Strongly Disagree
1
Scale Range = Highest Value – Lowest Value
Before the data were analyzed, they were processed first. The data collected were given a
value or scoring. Meanwhile, the analyses used were validity and reliability tests, classical
assumption tests (Normality test and heteroskedasticity test), simple linear regression analysis,
and finally the hypothesis test.
As for the hypotheses, they are:
1) Ho = 0: If the marketing strategy (Promotion) is not implemented optimally, then the
marketing strategy (Promotion) will not have a significant effect in attracting consumer
buying interest; and
2) Ha = 0: If the marketing strategy (Promotion) is implemented optimally, then the
marketing strategy (Promotion) will have a significant effect on attracting consumer
buying interest.
RESULTS AND DISCUSSION
Data Description
The result of the interview is a question and answer session between the researcher and the
participants, which is a sample considered by the researcher to have the information needed by
the researcher. In this study, there were 40 respondents who were consumers of Okoy Flower
Garden who were chosen by the researchers to ask several questions and the researchers had
recorded the answers to the questions posed by the researchers.
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
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Table 1. An Interview with the Restaurant’s Owner
Item
Owner’s Respond
1
More traditional food and food that matches
the weather in Tomohon city with a Garden
theme and Japanese-style lesehan (No-chair
concept) served with natural views.
2
OFG provides a menu of traditional Chinese
food, and Indonesian food. For mainstay
products, depending on the customer, many
recommend our products such as fish soup,
Woku, grilled fish with chili, and Gohu as the
most popular products.
3
The price offered depends on the product you
buy.
4
The quality provided is of course good, OFG
provides products such as fish caught and
cooked by us.
5
The discount is provided for the tour guides
who bring customers from outside, you will
get a 10% bonus from the payment. Never for
a discount during OFG celebrations
6
Promotions are carried out through radio,
leaflets, social media such as Facebook and
Instagram, as well as participating in PPT
events with the Tomohon City Government in
the field of Tourism.
7
OFG provides tilapia packages and
reservation packages, but does not provide
delivery order.
Source: Primary Data Taken from an Interview with the Owner, 2020
The results of the research conducted by researchers with data sources taken from Okoy
Flower Garden consumers can be seen from the following table:
Table 2. Descriptive Statistics of Respondents' Statements
Variable
Question
Item
Total S
%
Total
RG
%
Total TS
%
Promotion
(X)
Q1
Q2
Q3
Q4
Q5
Q6
19
29
26
30
23
27
47,5%
72,5%
65,0%
75,0%
57,5%
67,5%
6
9
8
10
11
4
15,0%
22,5%
20,0%
25,0%
27,5%
10,0%
15
2
6
6
9
2
37,5%
5,0%
15,0%
15,0%
22,5%
5,0%
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
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Q7
Q8
32
13
80,0%
32,5%
6
2
15,0%
5,0%
25
-
62,5%
-
Consumer
Buying
Interest (Y)
Y1
Y2
Y3
Y4
Y5
34
24
17
27
36
85,0%
60,0%
42,5%
67,5%
90,0%
6
12
9
12
4
15,0%
30,0%
22,5%
30,0%
10,0%
-
4
14
1
-
-
10,0%
35,0%
2,5%
-
Source: Primary Data Taken from Employee Questionnaire Results, 2020
Based on the table above, it can be seen each item indicator of the 15 statement of Okoy
Flower Garden employees. The results of the questions 1, 2, 3, 4, 7, 8, 9, 11, 12, and 13 were
approved by all employees, and the results of question 5 were approved by 10 employees and
5 employees were not. The results of question 6 showed that 9 employees agreed and 6
employees disagreed. The results of questions 10 showed that 12 the employees agreed and 15
employees disagreed.
Table 3. Employee Statement Descriptive Statistics
Question Items
Total A
%
Total H
%
Total D
%
1
2
3
4
5
6
7
8
9
10
11
12
13
15
15
15
15
10
9
15
15
15
12
15
15
15
100%
100%
100%
100%
66.7%
60.0%
100%
100%
100%
80.0%
100%
100%
100%
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
5
6
-
-
-
3
-
-
-
-
-
-
-
33.3%
40.0%
-
-
-
20.0%
-
-
-
Source: Primary Data Taken from Employee Questionnaire Results, 2020
Data Validity Test Results
Validity test is a test used to measure whether a questionnaire is valid or not. A
questionnaire is considered valid if the questionnaire is able to reveal something that is
measured by the questionnaire. As for testing the validity of the data using the Product Moment
Correlation formula as follows:
Table 4. Variable X Validity Test Results
Promotion Variable Statement Item
𝒓
𝒄𝒐𝒖𝒏𝒕
𝒓
𝒕𝒂𝒃𝒍𝒆
Information
Item 1
0,721
0,312
Valid
Item 2
0,657
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
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Promotion Variable Statement Item
𝒓
𝒄𝒐𝒖𝒏𝒕
𝒓
𝒕𝒂𝒃𝒍𝒆
Information
Item 3
0,625
Item 4
0,631
Item 5
0,357
Item 6
0,776
Item 7
0,391
Item 8
0,781
Source: Primary Data Processed from Consumer Questionnaire Results, 2020
Information:
**. Correlation is significant at the 0.01 level (2-failed)
*. Correlation is significant at the 0.05 level (2-failed)
Based on table 4, it can be seen from the results of the test data showing that
r_count>r_table then every question of the statement on the variable X (Promotion) is valid.
Tabel 5. Variable Y Validity Test Results
Statement Items of Consumers' Purchase
Interest Variables
𝒓
𝒄𝒐𝒖𝒏𝒕
𝒓
𝒕𝒂𝒃𝒍𝒆
Information
Item 1
0.494
0.312
Valid
Item 2
0.824
Item 3
0.868
Item 4
0.804
Item 5
0.630
Source: Primary Data Processed from Consumer Questionnaire Results, 2020
Information:
**. Correlation is significant at the 0,01 level (2-failed)
Based on table 5, it can be seen from the results of the test data showing that
r_count>r_table, then each statement item on the Y variable (Consumer Buying Interest) is
valid.
Data Reliability Test Results
The reliability test used is the Test-Retest technique. The significance of the correlation
coefficient can be determined by comparing the correlation coefficient with the Product
Moment r table. It is said to be significant if the calculated r value is greater than the r table in
the r Product Moment table (ri > rt).
Table 6. Promotion Variable Reliability Test Results
Cronbach’s Alpha
N of items
.789
8
Source: SPSS Output Data Processed, 2020
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Table 7. Consumer Buying Interest Variable Reliability Test Results
Cronbach’s Alpha
N of items
.766
5
Source: SPSS Output Data Processed, 2020
From the table above, it is found that the questions for each of these variables are > 0.312.
By referring to the table above, it can be said that all the questions in the research variables are
reliable or consistent, so that the questionnaire data can be used in this study.
Normality Test Results
Normality detection is conducted by looking at the Normal Probability Plot graph. To test
whether the data distribution is normal or not, it can be done by looking at the normal
probability plot graph which compares the cumulative distribution of the actual data with the
cumulative distribution of the normal distribution. If the data spreads around the line and
follows the direction of the diagonal line then the regression model fulfills the assumption of
normality but if the data spreads away from the diagonal line and/or follows the direction of
the diagonal line then the regression model does not meet the assumption of normality.
Source: SPSS Output Data Processed, 2020
Figure 1. Normality Test Histogram Graph of Promotion Variable (X) with Consumer
Purchase Interest Variable (Y)
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
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Source: SPSS Output Data Processed 2020
Figure 2. Normal Probability Plot Between Promotion Variables (X) with Consumer
Purchase Interest Variable (Y)
Heteroscedasticity Test Results
Heteroscedasticity test aims to test whether in the regression model there is an inequality
of variance from the residual of one observation to another observation. The results of the
Heteroscedasticity statistical test obtained in this study are as follows:
Table 8. ANOVA
a
Model
Sum of Squares
df
Mean Square
F
Sig
1 Regression
Residual
Total
11.246
165.729
176.975
1
38
39
11.246
4.361
2.578
.117
b
a. Dependent Variable: Consumer Purchase Interest
b. Predictor: (Constant), Promotion
From the output, it can be seen that the calculated F value = 2,578 with a significance level
of 0.117 > 0.05, then the X variable (Promotion) has no significant effect on the Y variable
(Consumer Buying Interest).
Tabel 9. Coefficients
a
Model
Unstandardized
B
Coefficients
Std. Error
Standardized
Coefficients
Beta
t
Sig.
1 (Constant)
Promotion
14.271
.135
2.330
.084
.252
6.125
1.606
.000
.117
a. Dependent Variable : Consumer Buying Interest
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
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It is known that the Constant (a) value is 14,271, while the Promotion value (b / regression
coefficient) is 0.135, so the regression equation can be written as follows:
Y = a + bX
Y = 14271 + 0.135X
This equation can be translated:
1) The constant is 14,271, meaning that the consistent value of the Consumer Buying
Interest variable is 14.271; and
2) The X regression coefficient of 0.135 states that for every 1% addition of the Promotion
value, the value of Consumer Buying Interest increases by 0.135. The regression
coefficient is positive, so it can be said that the direction of the influence of the variable
X on Y is positive.
Decision Making in the Simple Regression Test:
1) Based on the significance value: the Coefficients table obtained a significance value of
0.117 > 0.05, so it can be concluded that the Promotion variable (X) has no effect on
the Consumer Buying Interest variable (Y); and
2) Based on the t value: it is known that the t_count value is 1.606 <t_table 2.024, so it
can be concluded that the Promotion variable (X) has no effect on the Consumer Buying
Interest variable (Y)
Hypothesis Test compares the value of t_count with the value of t_table.
1) Ho = 0: If the marketing strategy (promotion) is not implemented optimally, then the
marketing strategy (Promotion) will not have a significant effect in attracting consumer
buying interest; and
2) Ha = 0: If the marketing strategy (promotion) is implemented optimally, then the
marketing strategy (Promotion) will have a significant effect on attracting consumer
buying interest.
t_table= (a / 2 : n – k -1)
t_table= (0.05 / 2 : 40 – 1 – 1)
t_table= 0.025 : 38
t_table= 2.024
Because the t-count value is 1.606 < 2.024, it can be concluded that Ho is accepted and Ha
is rejected, which means "If the marketing strategy (promotion) is not implemented optimally,
then the marketing strategy (promotion) will not have a significant effect in attracting consumer
buying interest. ”
Implementation of Marketing Strategy (Promotion) by Okoy Flower Garden According
to the Owner
The results of the research above indicate that the promotional strategy implemented by
Okoy Flower Garden has not been implemented optimally. The results of the data test were
strengthened by structured interviews with questionnaires and observations which stated that
each question item was valid and also reliable.
Optimization of Promotional Marketing Strategies on Consumer Buying Interest in Okoy Flower Garden
Restaurant
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The information obtained from the owner of the Okoy Flower Garden Restaurant is not
much different from the results obtained through responses from consumers, namely a
strategic, attractive, comfortable location, with a Garden theme and Japanese-style lesehan with
natural views, as well as facilities such as swimming pools, flower gardens, fishing ponds, wi-
fi, parking, gardens, and cleanliness are the main attractions for consumers. Okoy Flower
Garden carries out promotions through flyers, radio, and social media such as Facebook and
Instagram, participates in events with the Government in the field of Tourism, as well as in
tourguide activities if you bring customers from outside you will get a bonus of 10% from the
payment, but Okoy Flower Garden does not provide discounts on certain days such as
celebrations.
A clear and precise strategy that is used optimally will increase consumer buying interest
in the Okoy Flower Garden restaurant. Although there are still some respondents who complain
about the price of the products provided by Okoy Flower Garden, the prices are for the upper
middle class, and the service is not optimal. However, from the results of interviews and
questionnaires distributed, respondents chose Okoy Flower Garden as a restaurant worth
visiting in Tomohon City.
CONCLUSION
The promotional strategy carried out by Okoy Flower Garden has not been implemented
optimally, so it does not have a significant effect on increasing consumer buying interest. Ho,
namely "The marketing strategy (promotion) in order to attract consumer buying interest has
not been implemented optimally", is accepted. Hence, Ha "The marketing strategy (Promotion)
in order to attract consumer buying interest has been applied optimally" is rejected.
The marketing strategy for promotion that does not have a strong influence on consumer
buying interest at Okoy Flower Garden can be seen from the regression coefficient of the
Consumer Buying Interest value of 0.135. The regression coefficient is positive, so it can be
said that the direction of the influence of the variable X on Y is positive.
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