CUSTOMER NEEDS AND PREFERENCES OF SUNDANESE RESTAURANTS IN BANDUNG CITY THESIS In partial fulfilment of the requirements for the Degree of Master of Science in Management from Institut Teknologi Bandung By FALAH FADJARIANSYAH KUSUMA KAUTSAR Student ID: 29021010 (Master Program of Science in Management) INSTITUT TEKNOLOGI BANDUNG July 2023 i ABSTRACT CUSTOMER NEEDS AND PREFERENCES OF SUNDANESE RESTAURANTS IN BANDUNG CITY By Falah Fadjariansyah Kusuma Kautsar Student ID: 29021010 (Master Program of Science in Management) Exploring and savoring local cuisine is an integral part of the tourist experience, allowing travelers to immerse themselves in the culture and traditions of a destination. In Bandung City, Sundanese restaurants play a crucial role in enhancing the overall tourist experience by showcasing the region's traditional flavors and cooking methods. However, there is a lack of understanding regarding customer needs and preferences as expressed in online reviews, particularly in relation to the five aspects of Food, Service, Price, Ambience, and Place. This study aims to address this gap by investigating the customer needs and preferences of Sundanese restaurants in Bandung City through analysis of customer online reviews. Using a text mining approach with natural language processing techniques, online review data was collected from Google Maps and analyzed using aspect-based sentiment analysis. The study collected a total of 9,876 customer need and preferences, consisting of 8,295 positive sentiments and 1,581 negative sentiments, providing valuable insights into customer preferences. Frequency-based analysis was also conducted to identify the most important customer needs and preferences in relation to Sundanese restaurants in Bandung City. The findings of this study contribute to a better understanding of customer expectations and can inform the development and growth of the tourism industry in the city. Keywords: Sundanese restaurant, customer needs, customer preferences, online reviews, aspect-based sentiment analysis, frequency-based analysis. ii iii ABSTRAK KEBUTUHAN DAN PREFERENSI PELANGGAN PADA RESTORAN SUNDA DI KOTA BANDUNG Oleh Falah Fadjariansyah Kusuma Kautsar Student ID: 29021010 (Program Studi Magister Sains Manajemen) Menjelajahi dan menikmati kuliner lokal merupakan bagian penting dari pengalaman wisatawan, yang memungkinkan mereka untuk terlibat dalam budaya dan tradisi suatu destinasi. Di Kota Bandung, restoran Sundanese memainkan peran yang sangat penting dalam meningkatkan pengalaman wisatawan secara keseluruhan dengan mempersembahkan cita rasa tradisional dan metode masak khas daerah tersebut. Namun, masih terdapat kekurangan pemahaman mengenai kebutuhan dan preferensi pelanggan yang diungkapkan dalam ulasan online, terutama terkait dengan lima aspek yaitu Makanan, Pelayanan, Harga, Suasana, dan Tempat. Studi ini bertujuan untuk mengatasi kesenjangan ini dengan menyelidiki kebutuhan dan preferensi pelanggan restoran Sundanese di Kota Bandung melalui analisis ulasan online pelanggan. Dengan menggunakan pendekatan text mining dan teknik pemrosesan bahasa alami, data ulasan online dikumpulkan dari Google Maps dan dianalisis menggunakan analisis sentimen berbasis aspek. Studi ini mengumpulkan total 9.876 kebutuhan dan preferensi pelanggan, terdiri dari 8.295 sentimen positif dan 1.581 sentimen negatif, yang memberikan wawasan berharga tentang preferensi pelanggan. Analisis berbasis frekuensi juga dilakukan untuk mengidentifikasi kebutuhan dan preferensi pelanggan yang paling penting terkait dengan restoran Sundanese di Kota Bandung. Temuan dari studi ini berkontribusi pada pemahaman yang lebih baik tentang harapan pelanggan dan dapat memberikan informasi bagi pengembangan dan pertumbuhan industri pariwisata di kota tersebut. Kata Kunci: restoran Sunda, kebutuhan pelanggan, preferensi pelanggan, ulasan online, analisis sentimen berbasis aspek, analisis berbasis frekuensi iv v VALIDATION PAGE CUSTOMER NEEDS AND PREFERENCES OF SUNDANESE RESTAURANTS IN BANDUNG CITY HALAMAN PENGESAHAN By Falah Fadjariansyah Kusuma Kautsar Student ID: 29021010 Master Program of Science in Management Institut Teknologi Bandung Approved 26, June 2023 Supervisor ______________________ Manahan Siallagan, S.Si., M.T., M.Sc., Dr.Eng. vi vii THE GUIDANCE FOR USING THE THESIS Unpublished masters’ thesis is registered and available in the Library of Bandung Institute of Technology, and is open for public, provided that the author owns the copyright in accordance with the intellectual property rights that are applicable in the Library of Bandung Institute of Technology. Bibliographical references are allowed to be use in a limited manner; however, the citation and summarization can only be proceeded upon the author’s permission and must include the scientific norm of stating this thesis as the source.