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1.6 Research Outline

1.5 Benefits Of Research

1.4 Research Limitation

1.3 Research Objectives

1.2 Research Questions

1.1 Background of Study

CHAPTER I

INTRODUCTION

This chapter outlines the framework of this research. This chapter cover

background of study, research questions, research objectives, research limitation,

benefits of research and research outline.

1.1 Background of Study

Culture is a pattern of life carried out by a group of people in an environment

that has been passed down for generations (Pineda, et.al. 2018). The culture of each

country iscertainly different because this is influenced by the habits of a lifestyle.as

we know, Humans cannot survive without food and that’s why Food and culture go

hand in hand from the very beginning of a culture

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People from different cultural backgrounds consume different type of foods.

Ethnic restaurant implies that food is prepared using unique ingredients and recipes

shared among members in a cultural and ethnic group (Jang & Ha, 2015). The

ingredients, methods of preparation, preservation techniques, and types of food

eaten at different meals vary among cultures Through food that is eaten, it can show

the culture of the person origin, for example: Japanese people are accustomed to

eating their foods using chopsticks. Even today traditional food from a culture is

still a staple food of people in that culture. For example, Japanese people are known

for their culture of eating raw foods (sashimi).

The population of Indonesia over the next twenty-five years continues to

increase, from 238.5 million in 2010 to 305.6 million in 2035 (BPS,2019). Through

the development of globalization, a culture can be recognizedby other countries. So

that, it can make easier for people who are not in their cultural environment to enjoy

food typical of that culture. The impact of globalization in a country can be seen

through a variety of sales of foods from various cultures that can be easily enjoyed

by the people in that country and they can experience cultural experiences. For

example, Indonesia has a Japanese restaurant that is famous for sushi and sashimi

food. food is an important component for expressing identity in a foreign culture

(Jang & Ha, 2015).

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Through the impact of globalization, the country from all around the world

is connected. Causing a culture country of origin known by other countries. It makes

a lot of food from other countries are available in one country. So that it makes

easier for people who are not in their cultural environment to enjoy food from

culture. The impact of globalization in a country can be seen through a variety of

sales of foods from various cultures that can be easily enjoyed by the people in that

country and they can experience cultural experiences. For example, in Indonesia

there is a lot of restaurants from other country of origin. Such as Japan which was

known for their sushi and sashimi food.

Sushi is a Japanese food that is famous in various parts of the world, the

basic ingredients for making sushi include rice, fish and other meat and dried

seaweed that has a high level of freshness. If sushi is not fresh it will be less

enjoyable to consume and will reduce the pleasure and experience to consume the

food. According to Kennedy (2017) There are 5 types of sushi that was known from

country of origin Japan such as sashimi, nigiri, maki, uramaki, and temaki. In the

other hand, sushi has a good of benefits for health, because sushi is rich in Omega3,

fish oils which contain in the sushi is classed as essential fats, as the body can’t make

them. They have a host of health benefits, including reducing high cholesterol

levels, the risk of heart disease and overall inflammation, as well as lowering blood

pressure and maintaining heart rhythm (Purcell, 2018).

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Cultural experience is provided to customers not only through the dishes

that are served. But through the atmosphere, how to present to the service that uses

a little of language elements from the culture (Daruwala, 2019). It is making the

customers feel indirectly being in the country origin of the culture. For the next

example is a restaurant with a Japanese culture which is Genki Sushi. Genki Sushi

Restaurant offers a self-service and fast service pattern, which that Japanese people

rarelywant to spend their time just to eat. Because they still have other activities. Not

only that, they also use the futuristic concept with fast train technology to deliver

food to the customer's table. Fast food delivery train in the restaurant is adapted

from Shinkansen which is one of the fastest trains in the world originated from

Japan. The concept at Genki Sushi restaurant is adopted with a futuristic technology

culture that is not using waiters but using technology. Just like Japan is famous for

service technology that uses robots. This phenomenon can give customers an

impression of cultural experience as if they were waiting for a train at a Japanese

station.

According to Carey (2017) There are various types of sushi, such as sashimi,

tuna, salmon and salad. In addition, sushi has good health benefits because sushi

contains high omega 3 which is useful to help eliminate "bad" cholesterol in the

body, helps prevent clogged arteries and a collection of related health problems,

including atherosclerosis, heart attacks, and stroke. And can increase the body's

metabolism.

It is undeniable, the popularity of Japanese food such as sushi, sashimi, and

other Japanese food is popular and has many enthusiasts. Even some Indonesian

people are accustomed to eating fish raw like Japanese society. Indonesian people's

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passion for Japanese dishes is also seen where now in Indonesia there are many

restaurant offering Japanese dishes. The popularity of Japanese food is also related

to the growing popularity of Japanese pop culture in Indonesia, with the emergence

of the Japanese AKB48 idol group franchise in Indonesia under the name JKT48 to

the enthusiasm of Indonesian people towards Japanese anime manga films in

Indonesia. Not infrequently some scenes in the film show foods in Japan.

Research Objects: Genki Sushi

According to the official website of Genki Sushi (GenkiSushi,2019). Genki

Sushi began with the vision of a 24-year-old Japanese sushi chef name Fumio Saito.

Saito dreamed of creating a modern sushi restaurant with an unusual feature known

as a 'kaiten' (literally translated as 'revolving'). In December 1968, he created the

concept of 'kaiten sushi' and pioneered the use of a revolving conveyor belt to serve

sushi, combining serving traditional sushi with modern technology.

The first Genki Sushi where located at Utsunomiya, Tochigi, Japan. The new

concept caught on fast in Japan and appealed widely to the masses. The success of

kaiten sushi saw the opening of more outlets in the prefecture of Tochigi in the

Kanto region and mainly in a town called Utsunomiya. Saito's commitment to serve

quality sushi at affordable prices brought sushi within the reach of everyone.

Not long after, kaiten sushi became a household name in the Kanto region

of Japan. In 1990, Genki Sushi Co. Ltd was established and in 1991, listed on the

Tokyo Stock Exchange. With its dedication to freshness, the company quickly

gained public support and successfully expanded further throughout Japan. Genki

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Sushi's move into the international arena in 1992 marked a new era for the company.

Regional expansion was rapid with Genki Sushi outlets nowadays there are 10

outlets of genki sushi in the world which is in Singapore, Hong Kong, Indonesia,

Kuwait, Philippines, China, Australia, Cambodia, Thailand and Hawai.

Genki Sushi enter Indonesia for the first time in 2013 at the Senayan Plaza

and expand until now to 23 outlets of Genki Sushi all over Indonesia. It has reached

a significant growth milestone over the nine years. Here below the list of Genki Sushi

outlets in Indonesia which are located at the mall area. The list of outlets:

1. Genki Sushi - Supermal Karawaci

2. Genki Sushi – Central Park

3. Genki Sushi - Lippo Mall Puri

4. Genki Sushi – Plaza Senayan

5. Genki Sushi – Pacific Place

6. Genki Sushi – Pondok Indah Mall 2

7. Genki Sushi – lippo Mall Kemang

8. Genki Sushi – Plaza Indonesia

9. Genki Sushi – Kota Kasabalanka

10. Genki Sushi – Mall Kelapa Gading

11. Genki Sushi - Sunter Mall

12. Genki Sushi - Lotte Shopping Avenue

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13. Genki Sushi - Grand Indonesia

14. Genki Sushi –The Foodhall Plaza Indonesia Lower Ground

15. Genki Sushi –Sumarecon Mall Bekasi

16. Genki Sushi- Emporium Mall

17. Genki Sushi – Grand Galaxy Park Bekasi

18. Genki Sushi- Bintaro Jaya Exchnage

19. Genki Sushi- Cilandak Town Square

20. Genki Sushi – Trans Studio Cibubur

21. Genki Sushi - Pakuwon mall

22. Genki Sushi - 23 Pascal

23. Genki Sushi – Tunjungan Plaza 4

In the other hand, due to limitation of time and area, the researches decide to do the

research only at Genki Sushi Jakarta and Tangerang. Here below the list of Genki

Sushi outlets that are taken to observe:

1. Genki Sushi - Supermal Karawaci

2. Genki Sushi – Central Park

3. Genki Sushi - Lippo Mall Puri

4. Genki Sushi – Plaza Senayan

5. Genki Sushi – Pacific Place

6. Genki Sushi – Pondok Indah Mall 2

7. Genki Sushi – lippo Mall Kemang

8. Genki Sushi – Plaza Indonesia

9. Genki Sushi – Kota Kasabalanka

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10. Genki Sushi – Mall Kelapa Gading

11. Genki Sushi - Sunter Mall

12. Genki Sushi - Lotte Shopping Avenue

13. Genki Sushi - Grand Indonesia

14. Genki Sushi –The Foodhall Plaza Indonesia Lower Ground

15. Genki Sushi- Emporium Mall

16. Genki Sushi- Bintaro Jaya Exchnage

17. Genki Sushi- Cilandak Town Square

Genki Sushi offers something different from the existing sushi restaurants

in Indonesia. This new restaurant offers a different dining concept with high

technology is used from the start when customers order until making a payment.

The most interesting thing is how the sushi or food ordered arrived at the buyer's

table. It no longer being delivered by the waiters because they are using technology

by the mini train “Shinkansen” to deliver the food to customer.

In addition, along with the many restaurants offering Japanese specialties.

Genki Sushi offer country image competitive advantage. However, nowadays there

are many competitors that starting to compete and offer a different restaurant

atmosphere from other Japanese restaurants in Indonesia. It shows that Genki Sushi

is not on the list of Indonesia Top Brands 2019 which nominated Sushi Tei as the

number one on the list 36.0% following by Icibhan Sushi 32.1% and last Sushi Box

6.8% (TopBrandAwards,2019) all of these restaurants are not originally from japan.

Based on the phenomena that occur, it is important to understand does the Cultural

Experience, Country Image, and Word of Mouth influences Purchase Intention at

Genki Sushi Jakarta and Tangerang

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1.2 Research Question

In this study the research question can be formulated as follows:

1. Does Culture Experience has positives influences Country Image at Genki

Sushi ?

2. Does Culture Experience has positive influences Word of Mouth at Genki

Sushi ?

3. Does Culture Experience has positive influences Purchase Intention at Genki

Sushi ?

4. Does Word of Mouth has positive influences Purchase Intention at Genki

Sushi ?

5. Does Country Image has positive influences Purchase Intention at Genki

Sushi ?

1.3 Research Objective

According to the research question, the objective of this study as follows:

1. To determine whether the Culture Experience has positive influences in

Country Image at Genki Sushi.

2. To determine whether the Culture Experience has positive influences in

Word of Mouth at Genki Sushi.

3. To determine whether the Culture Experience has positive influences in

Purchase Intention at Genki Sushi.

4. To determine whether the Word of Mouth has positive influences in

Purchase Intention at Genki Sushi.

5. To determine whether the Country Image has positive influences in

Purchase Intention at Genki Sushi.

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1.4 Research Limitation

As for the limitation the researcher has set on this research, it is described as

follows:

1. The Respondent is the people of Indonesia especially who lived in Jakarta

and Tangerang.

2. A survey was conducted by questionnaire in front of Genki Sushi Restaurant

Jakarta and Tangerang who have eaten and also distributed through online

(Google form) using LINE, Whatsapp and Instagram.

1.5 Benefits of Research

The result of this study is expected to provide benefits for academic and company.

1. Academic

The results of this study are expected to contribute the knowledge,

especially in the field of International Business. The results of this study are

also expected to be one of the references of other researchers interested in

conducting empirical studies on the influence of culture experience, country

image, word of mouth and purchase intention in study case of Genki Sushi. Did

not rule out the possibility to be developed in further research and can be used

to examine other study case.

2. Company

The results of this study are expected to be material for consideration,

reference, and input for companies in designing strategies in the field of

international business, so that it can compete with other companies and increase

sales.

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1.6 Research Outline

In general, the framework for the report on findings of the research into the

influence of Culture Experience, Country Image, Word of Mouth, and Purchase

Intention at Genki Sushi Jakarta and Tangerang that will use a systematic approach

which is divide into five chapters:

CHAPTER I: INTRODUCTION

This chapter outlines the framework of this research. This chapter covers

background of study, research question, research objectives, research contributions,

scope of the research, and research outline.

CHAPTER II: LITERATURE REVIEW

This chapter explains the definitions and theories of variables used in this

research. In this chapter, theories of Culture Experience, Country Image, Word of

Mouth and Purchase Intention will be explained

CHAPTER III: RESEARCH METHODOLOGY

This chapter explains the research methods and their theories for this

research. Such as research object, research type, variable measures, with their

respective conceptual and operational definition, technique of questionnaire

making, sampling design, data collection and the analysis method for this research.

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CHAPTER IV: RESULTS AND ANALYSIS

This chapter includes the analysis of variables in the form of data and

problem solving with statistical examinations from the collected data.

CHAPTER V: CONCLUSIONS, IMPLICATIONS, AND FUTURE RESEARCH

The final chapter contains the conclusion based on results of the research

explained in the previous four chapters, along with research theoretical and

managerial implications, research limitations, and future research directions and

suggestions.