Positioning Analysis of Chicken Rocket Mapping at Fast Food Restaurant Manarap Branch Banjarmasin

Abstract

Along with the changing times, the tendency of people to eat outside the home is increasing for various practical, economic and prestige reasons. Rocket Chicken is one of the fast food restaurant companies that has recently grown and has opened branch outlets everywhere, especially in the city of Banjarmasin. The role of price in buyer's perception is on product quality, value sacrifice and desire to buy, while location or place often determines the company's success, because location is closely related to a company's potential market. The problems in this study are as follows: How is the positioning from the aspect of price and place in creating a competitive advantage? How to apply Rocket Chicken positioning in Islamic Economic Perspective?. The purpose of this study was to determine the positioning of Rocket Chicken from the aspect of price and place in creating a competitive advantage and to determine the application of Rocket Chicken's positioning in an Islamic Economic Perspective. The benefits of this research can be used as consideration for companies, as well as knowledge that can provide information for all people, in an effort to improve knowledge in the field of Islamic economics. Qualitative research method with the type of field research(field research). The results show that: 1) Rocket Chicken provides food and beverage packages at affordable prices, creating a comfortable atmosphere.2) And in accordance with Positioning in Islam, namely the name or identity of a good and quality brand, consumers buy the product not because of coercion.

Exploring the moderating effect of brand image on the relationship between customer satisfaction and repurchase intentions in the fast-food industry

“…This finding shows that, to achieve loyalty in the fast-food customer, it is necessary that the restaurants meet the expectations of satisfaction through the delivery of quality products and services, as well as a good setting of the establishment (Yi et al, 2018;Roy et al, 2020;Ahmed et al, 2023). The results obtained support the findings of other investigations that have proven the relationship between the CS and the CL (Yi et al, 2018;Uddin, 2019;Roy et al, 2020;Singh et al, 2021Singh et al, , 2022Purnamasari et al, 2022;Le et al, 2023) and in turn, responds to researchers who still question the influence of CS on CL and suggested that future research verify this relationship (Ahmed et al, 2023).…”

“…, 2018; Uddin, 2019; Roy et al. , 2020; Singh et al ., 2021, 2022; Purnamasari et al. , 2022; Le et al.…”

“…Some studies have evaluated the relationship between CS and fast-food CL and, through their results, determined that the higher the level of customer satisfaction, the higher will be the CL (Yi et al, 2018;Uddin, 2019;Roy et al, 2020;Singh et al, 2021Singh et al, , 2023Purnamasari et al, 2022;Le et al, 2023). However, some authors argue that there is still a research gap in the analysis of CS and CL in fast-food, which should be addressed by future research (Ahmed et al, 2023).…”

“…According to Ng et al (2023), fast-food is a style of eating where food is prepared by specialized restaurants and served for quick consumption, with one of its distinctive characteristics being its low price. However, due to increasing customer demands, fast-food restaurants are obligated to implement strategies that enable them to stand out from competitors (Purnamasari et al, 2022). Over time, several researchers have concurred that, in addition to price, other factors influencing the satisfaction of restaurant customers include Product Quality (PQ), Service Quality (SQ), and the Physical setting of the Establishment (PE).…”

“…(2023), fast-food is a style of eating where food is prepared by specialized restaurants and served for quick consumption, with one of its distinctive characteristics being its low price. However, due to increasing customer demands, fast-food restaurants are obligated to implement strategies that enable them to stand out from competitors (Purnamasari et al. , 2022).…”