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Abstract
This research is a qualitative study with a descriptive approach. The aim of this study is to understand the factors influencing the texture of rendang, focusing on the 9P elements in marketing, specifically the product, process, and people, related to the beef rendang menu found at the Simpang Raya restaurant in Denpasar. Simpang Raya is a well-known restaurant in Bali, especially for its high-quality beef rendang. However, they face challenges regarding the consistency of the rendang texture, which is often too tough or dry. This issue negatively impacts sales and customer satisfaction.
The research method involves in-depth interviews based on Kvale (2017) with chefs, the restaurant owner, and customers, as well as observations from Spradley (2016) to understand the socio-cultural and economic context of the restaurant. Additionally, literature studies are referenced, such as those by Dillman (2014), indicating that research studies can provide both quantitative and qualitative insights into the conditions being examined.
The research findings identify that the main issues include inconsistencies in the cooking process, a lack of standard operating procedures (SOPs), and insufficient understanding among the production team regarding proper cooking techniques. The study also highlights the importance of selecting high-quality raw materials, applying appropriate cooking techniques, and providing training for employees to enhance their skills. Through the development of product variants and the implementation of strict SOPs, Simpang Raya can improve the quality and consistency of its rendang, thereby increasing customer satisfaction and competitiveness in the culinary market. This research provides relevant insights for culinary entrepreneurs in maintaining the uniqueness of traditional products while adapting to the ever-changing market demands.