PENGEMBANGAN USAHA NASI BURGER (BURGAASS) SEBAGAI KULINER KREATIF DI KOTA PALEMBANG

Abstrak

This study aims to describe product innovation and implementation strategies, as well as to measure business performance and customer satisfaction of "Burgaass," a fusion food enterprise in Palembang. Burgaass introduces a rice burger innovation that merges American concepts with Indonesian flavors, such as rendang and beef slices. The research methodology employs a descriptive analysis of operational data and questionnaire distribution to the primary target audience (students). The results indicate satisfactory business performance characterized by stable revenue growth and efficient operational costs. The majority of customers, 56.7% of whom are female, reported high levels of satisfaction regarding the unique flavor profile, premium ingredient quality, and practical packaging. Digital marketing strategies and the development of new product variants, such as the "Jumbo Package," are identified as key drivers for future growth. In conclusion, the Burgaass innovation has been successfully embraced by the local market as a practical fast-food solution. This study recommends expanding distribution channels and strengthening partnerships with local suppliers to ensure supply chain stability and cost efficiency

Kata kunci

• Burgaass
• Culinary Innovation
• Customer Satisfaction
• Marketing Strategy
• Rice Burger