Strategy of Gamification, Product and Pricing: Does It Matter on Buying Interests of Fore Coffee consumers

The aims of this research is to measure the effect of gamification, variety of beverage products and prices on buying interest of Fore Coffee consumers. The data collection technique was in the form of a questionnaire using a google form link that was distributed in several whatsapp groups. The results of the questionnaire were processed using the Structural Equation Modeling Analysis Technique with the SmartPLS application. The results show that the Gamifications contained in the application have an influence on consumer buying interest, seen from the results of testing the proposed model hypothesis. The T-value for the gamification variable is 2,934, which is greater than 1.96. The variety of beverage products found in the coffee application has an influence on consumer buying interest, seen from the results of hypothesis testing with a Tstatistic value of 3.646 which is greater than 1.96. Hypothesis testing shows that the price is not significant to the buying interest of front coffee consumers with a value of 1.94 which is smaller than 1.96. For further research, it can be developed with other gamification benefits embedded in online shopping applications, so that it can add to the repertoire of knowledge in the world of digital marketing.

The Control System in the Hotel and Restaurant Business: Conceptual Approach

The topicality. In today’s crisis of hotel and restaurant business in terms of ensuring the effectiveness of the management component is relevant to the use of controlling as an element of crisis management in the hospitality industry, which allows you to take management to a qualitatively new level by evaluating, coordinating, coordinating, optimizing and monitoring all services. and divisions operating at the enterprise. The purpose of the article is to develop and substantiate the conceptual theoretical and methodological provisions and practical recommendations for improving the controlling system in the hotel and restaurant business. Research methods. In forming the methodology of conceptual vision of the controlling system in the hotel and restaurant business and the main directions of its application used a set of general and special research methods: methods of observation, modeling, analysis and synthesis, comparison, strategic analysis, abstract modeling and historical logic. Results. The key features of improving the controlling system at the hotel and restaurant business have been identified and substantiated. The stages of its creation are analyzed, in particular the stage of preparation, implementation and automation. The main conceptual principles of improving the controlling system in the field of hospitality are outlined. A conceptual adaptive model of improving the controlling system in the hotel and restaurant business has been designed and substantiated, which is characterized by complexity and cyclicity and consists of three circles (internal, middle and external), for each of which the parameters of flow and interconnection are defined. Conclusions and discussions. The scientific novelty of the obtained results lies in the design and substantiation of a conceptual adaptive model of controlling system improvement at hotel and restaurant business enterprises, which has a cyclical nature and allows to provide continuous and continuous improvement of both the controlling system and the enterprise as a whole. The practical significance of the obtained results is manifested in the possibility of applying the developed and substantiated theoretical and methodological and applied conceptual aspects in the real business practice of hotel and restaurant business enterprises in order to ensure their efficiency and competitiveness in the services market of Ukraine and abroad.