Utilization of Robot Waiters as a Technological Innovation to Increase the Competitiveness of the Culinary Business at Okinawa Sushi Trans Studio Mall (TSM) Makassar

This study aims to determine the effect of service robot utilization on the competitiveness of culinary businesses at Okinawa Sushi Trans Studio Mall (TSM) Makassar. Independent variables are service speed, service reliability, comfort and safety, and innovative value, the dependent variable is business competitiveness. The study used a quantitative associative approach with accidental sampling, involving customers who were incidentally encountered during fieldwork. A total of 98 respondents which has been served directly by a robot waiter. Validity, reliability, classical assumptions, multiple linear regression, and hypothesis tests were conducted on data collected through a Likert scale questionnaire. The study results show that service speed and service reliability have no significant effect on business competitiveness, while comfort and safety and innovative value have a positive and significant effect. Simultaneously, the four variables significantly affect business competitiveness. These findings suggest that service robots improve competitiveness mainly by enhancing comfort, safety, and innovation, strengthening Okinawa Sushi TSM Makassar’s competitive position.

Service Robot, Technological Innovation

1. Adi, A. N. A., Rakib, M., & Syam, A. (2025). Innovation in Services Business Through Diversification of Service Types to Increase Customer Satisfaction at Markas Grafis Business. World Journal of Advanced Research and Reviews, 25(01), 1402–1414. https://doi.org/10.30574/wjarr.2025.25.1.0150 [Google Scholar] [Crossref]

2. Ariski, A. S. P., Dewi, T., & Risma, P. (2024). The Implementasi Robot Line Follower Sebagai Peghantar Makanan/Minuman di Restoran Modern. Journal of Applied Smart Electrical Network and Systems, 5(1), 36–40. https://doi.org/10.52158/jasens.v5i1.934 [Google Scholar] [Crossref]

3. Asmoro, A. Y., Butler, G., & Szili, G. (2023). Exploring the Current Status and Future Potential of Robot, Artificial Intelligence, and Service Automation in the Indonesian Tourism Industry. Jurnal Kepariwisataan: Destinasi, Hospitalitas Dan Perjalanan, 7(2), 133–153. https://doi.org/10.34013/jk.v7i2.1226 [Google Scholar] [Crossref]

4. Ausat, A. M. A. (2023). Inovasi: Sebuah Tinjauan Konsep Perilaku Inovatif. Pertama. Edited by AMA Ausat. Gowa-Makassar: CV. Ayrada Mandiri. [Google Scholar] [Crossref]

5. Azis, M., Hasan, M., Azis, F., & Arisah, N. (2021). Keberlanjutan Usaha dan Daya Saing UMKM Melalui Strategi Pemasaran: Studi kasus Pada Bisnis Kuliner. Seminar Nasional Hasil Penelitian 2021 “Penguatan Riset, Inovasi, Dan Kreativitas Peneliti Di Era Pandemi Covid-19,” 1419–1432. http://eprints.unm.ac.id/id/eprint/30158 [Google Scholar] [Crossref]

6. Belanche, D., Casaló, L. V, & Flavián, C. (2021). Frontline Robots in Tourism and Hospitality: Service Enhancement or Cost Reduction? Electronic Markets, 31(3), 477–492. [Google Scholar] [Crossref]

7. Desanuari, G. F., & Ludtriani, R. (2022). Pengaruh self-service technology terhadap pengembangan usaha dan kepuasan konsumen di masa pandemi covid-19 pada model bisnis restoran. Nautical: Jurnal Ilmiah Multidisiplin, 1(4), 268–273. https://doi.org/10.55904/nautical.v1i5.198 [Google Scholar] [Crossref]

8. Dwi Wulandari. (2021). Perdana, Pudu Robotics Buka Showroom Robot Pintar di Indonesia. Kumparan.Com. Juli 16, 2025. https://kumparan.com/kumparantech/perdana-pudu-robotics-bukashowroom-robot-pintar-di-indonesia-1wmzQlTWWZo [Google Scholar] [Crossref]

9. Eryano, M. B. P., Insani, N. A., Parasati, Y. A., Wardhani, D. L., Anwari, K. R., & Ayyub, I. (2023). Faktor Aging Population di Jepang dan Upaya Pemerintah Jepang dalam Mengatasi Fenomena Tersebut. Sabda: Jurnal Kajian Kebudayaan, 18(2), 29–43https://doi.org/10.14710/sabda.18.2.2943 [Google Scholar] [Crossref]

10. Fadilla, N., Rakib, M., & Said, M. I. (2023). Product Development Analysis in Enhancing Competitiveness in Contemporary Beverage Business: Case Study at Kopian Beverage Booths in Makassar City. Journal Of Latest Technology in Engineering & Management (IJLTEM), 8(6), 10– 20. [Google Scholar] [Crossref]

11. Fajrul, M., & Saptyana, R. F. (2025). Strategi Peningkatan Daya Saing UMKM Kuliner Di Era Digital: Studi Kasus Pada Pelaku Usaha Di Kota Semarang. Mamen: Jurnal Manajemen, 4(2), 143– 157. https://doi.org/10.55123/mamen.v4i2.5066 [Google Scholar] [Crossref]

12. García-Avilés, J.-A. (2020). Diffusion of innovation. The International Encyclopedia of Media Psychology, 1(8), 1–8. [Google Scholar] [Crossref]

13. Garcia-Haro, J. M., Oña, E. D., Hernandez-Vicen, J., Martinez, S., & Balaguer, C. (2020). Service robots in catering applications: A review and future challenges. Electronics, 10(1), 47. https://doi.org/10.3390/electronics10010047 [Google Scholar] [Crossref]

14. Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Semarang: Badan Penerbit Univesitas Dipenegoro. Jurnal Ilmu Dan Riset Manajemen, 9(4). [Google Scholar] [Crossref]

15. Hendra, N. A., & Prawiro, J. W. H. (2025). Literature Study: Enhancing Guest Experience with Robot Waiters for Restaurants Service in Indonesia. International Journal of Scientific Research and Technology. [Google Scholar] [Crossref]

16. Heru Novrinando, & Onsardi. (2025). Pengaruh Kemampuan Kerja Dan Tunjangan Kesejahteraan Terhadap Prestasi Kerja Karyawan. In Jurnal Entrepreneur dan Manajemen Sains (Vol. 6, Issue 1). www.jurnal.umb.ac.id [Google Scholar] [Crossref]

17. Hong, S. C., Tian, L., Cosgun, A., & Kulić, D. (2024). “ One Soy Latte for Daniel”: Visual and Movement Communication of Intention from a Robot Waiter to a Group of Customers. 2024 33rd [Google Scholar] [Crossref]

18. IEEE International Conference on Robot and Human Interactive Communication (ROMAN), 725– 731. https://doi.org/10.1109/RO-MAN60168.2024.10731270 [Google Scholar] [Crossref]

19. Indarto, D. N. S., & Dananti, K. (2021). Pengaruh perilaku konsumtif, jenis kelamin, dan pendapatan terhadap pengelolaan keuangan pribadi karyawan divisi garment PT Dan Liris Sukoharjo. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 558–562. https://doi.org/10.24912/jmbk.v5i5.10327 [Google Scholar] [Crossref]

20. Ingsih, K., Astuti, S. D., & Riyanto, F. (2024). The Role of Digital Competence in Improving Service Quality and Employee Performance. SA Journal of Human Resource Management, 22, 2689. https://doi.org/10.4102/sajhrm.v22i0.2689 [Google Scholar] [Crossref]

21. Jang, H.-W., & Lee, S.-B. (2020). Serving robots: Management and applications for restaurant business sustainability. Sustainability, 12(10), 3998. https://doi.org/10.3390/su12103998 [Google Scholar] [Crossref]

22. Judijanto, L., Sudarmanto, E., Ilham, I., & Ansori, T. (2023). Analisis Bibliometrik Tentang Tantangan dan Kontribusi Teknologi Energi Terbarukan Dalam Pembangunan Berkelanjutan di Asia Tenggara. Jurnal Multidisiplin West Science, 2(12), 1086–1100. https://doi.org/10.58812/jmws.v2i12.855 [Google Scholar] [Crossref]

23. Jufri, M., Syam, A., Sudarni, S., & Asmayanti, A. (2021). Analysis Of Entrepreneurial Literacy of Students in SMK Negeri 5 Makassar. Pinisi Discretion Review, 5(1), 45–50. https://doi.org/10.26858/pdr.v5i1.23365 [Google Scholar] [Crossref]

24. Kim, S. H., Yoo, S. R., & Jeon, H. M. (2022). The Role of Experiential Value, Novelty, and Satisfaction in Robot Barista Coffee Shop in South Korea: COVID-19 Crisis and Beyond. Service Business, 16(3), 771–790. [Google Scholar] [Crossref]

25. Nur, I. R., Rakib, M., & Hasan, M. (2021). The Influence of Creativity and Innovation on Business Performance (Studies on Online Business Actors in Makassar). Hum. South Asean J. Soc. Stud, 1(1), 1–10. [Google Scholar] [Crossref]

26. Nurhalim, Mahmuddin, Pahrul, Nur Arisah, & Hajar Dewantara. (2024). Pengaruh Pengetahuan Kewirausahaan Dan Inovasi Terhadap Motivasi Berwirausaha Mahasiswa Kewirausahaan. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 8(3), 2303–2318. [Google Scholar] [Crossref]

27. Prayoga, A., & Kurniawan, B. (2018). Prototype Robot Pelayan di Restoran Cepat Saji Prototype Robot Waiter at Fast Food Restaurants. In Telekontran (Vol. 6, Issue 2). https://doi.org/10.34010/telekontran.v6i2.3802 [Google Scholar] [Crossref]

28. Putera, W., Rakib, M., & Sahabuddin, R. (2021). Competitive advantages influence on marketing performance: Study on food and beverage MSMEs. The American Journal of Humanities and Social Sciences Research (THE AJHSSR, 4(1), 75–83. [Google Scholar] [Crossref]

29. Putera, W., Sahabuddin, R., Rakib, M., & Girikallo, A. S. (2020). Effect of Service Quality on Customer Satisfaction Through Customer Value in PDAM Kota Makassar (Customer Approach in Developing Clean Water Product Services to Customers). International Journal of Innovative Science and Research Technology, 5(10), 1129–1137. [Google Scholar] [Crossref]

30. Raharjo, B. (2023). Teori Etika Dalam Kecerdasan Buatan (AI). Penerbit Yayasan Prima Agus Teknik, 1–135. [Google Scholar] [Crossref]

31. Rakib, M., Asfo, N. S., Sulistyowati, R., & Asiyah, S. (2024). Membangun Masa Depan Kewirausahaan. Penerbit Tahta Media. [Google Scholar] [Crossref]

32. Rakib, M., Azis, M., Najib, M., & Isma, A. (2024). Impact of Digital Literacy, Business Innovation, Competitive Advantage on The Existence of SMEs: A quantitative study in Makassar City, Indonesia. Quality-Access to Success, 25(198), 277–283. [Google Scholar] [Crossref]

33. Rakib, M., Isma, A., Rahman, V., Hasdiansa, I. W., & Nugraha, M. E. S. (2023). Technopreneurship: Teori dan Aplikasi. Penerbit Tahta Media. [Google Scholar] [Crossref]

34. Ramadya, I. R. (2022). Pengaruh Perceived Ease of Use Dan Perceived Usefulness Terhadap Attitude Toward Using Serta Dampaknya Terhadap Behavioral Intention. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(4), 553–561. [Google Scholar] [Crossref]

35. Rihantari, R. L., Kausar, D. R. K., & Nurhidayati, H. (2023). Tingkat Penerimaan Pengunjung Kafe Rasa Koffie Terhadap Penggunaan Layanan Robot Menggunakan Analisis Technology Acceptance Model (TAM). Jurnal Ilmiah Hospitality Management, 14(1), 37–52. [Google Scholar] [Crossref]

36. Seo, K. H., & Lee, J. H. (2021). The emergence of service robots at restaurants: Integrating trust, perceived risk, and satisfaction. Sustainability, 13(8), 4431. https://doi.org/10.3390/su13084431 [Google Scholar] [Crossref]

37. Sitepu, E. A., & Marpaung, N. (2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan pada Klinik Ms Glow (Studi pada Konsumen Ms Glow Aesthetic Clinic Medan). Journal of Social Research, 1(8), 908–915. https://doi.org/10.55324/josr.v1i8.186 [Google Scholar] [Crossref]

38. Suhendy, V. Y., Ketaren, R. D., Lestari, N., Gaol, A. R. L., Lubis, A. R. A., Hutabarat, D. M., & Faiz, A. (2024). Pengaruh Ketepatan dan Kecepatan Pelayanan Mie Gacoan Medan Pancing Terhadap Kepuasan Pelanggan. Innovative: Journal Of Social Science Research, 4(5), 10052–10062. https://doi.org/10.31004/innovative.v4i5.18065 [Google Scholar] [Crossref]

39. Supriyono, H., Rochman, P. A. N., & Tokhi, M. O. (2021). IoT Technology Involving Wheeled Line Follower Robot for Restaurant Services Automation. Elkomika : Jurnal Teknik Energi Elektrik, Teknik Telekomunikasi, & Teknik Elektronika, 9(1), 100. https://doi.org/10.26760/elkomika.v9i1.100 [Google Scholar] [Crossref]

40. Syaputra, A., Dwi Ananda, M., Juvekillano, M., Tovarel, R., Apriyanto, Y., Sanjaya, V. F., Ekonomi, F., Islam, D. B., Islam, U., Raden, N., Lampung, I., Manajemen, S., & Syariah, B. (2024). Strategi Inovasi Dalam Meningkatkan Competitive Advantage di Era Digital. 3(2). https://doi.org/10.36490/jmdb.v3i2.1489 [Google Scholar] [Crossref]

41. Varadarajan, R. (2024). Inclusive innovations in services: leveraging digital technologies for inclusive innovations in healthcare services. European Journal of Marketing, 58(13), 107–129. https://doi.org/https://doi.org/10.1108/EJM-02-2023-0080 [Google Scholar] [Crossref]

42. Wahyudin, N., Rakib, M., & Jufri, M. (2024). Retail business development using BSI smart agent electronics: a strategy for increasing sales volume in minimarket businesses. International Journal of Current Science Research and Review, 7(01), 197–204. [Google Scholar] [Crossref]

43. Wahyujati, B. B., & Wicaksono, M. B. (2022). Perancangan Robot Edukasi Sebagai Implementasi Interdisipliner Keilmuan Rekayasa Mekatronika Dengan Desain Produk (Vol. 25, Issue 2). https://doi.org/https://doi.org/10.24821/ars.v25i2.6837 [Google Scholar] [Crossref]

44. Wiastutti, R. D., Ignacia, S. N., Angraini, L. D., Masatip, A., & Sinuraya, E. J. (2024). Service robots in the hotel industry: Customer acceptance among international and local hotel brand. Tourism and Hospitality Management, 30(3), 375–388. [Google Scholar] [Crossref]

45. Wirtz, J., & Lovelock, C. (2021). Services Marketing: People, Technology, Strategy (9th ed.). World Scientific. [Google Scholar] [Crossref]

46. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2023). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill. [Google Scholar] [Crossref]

• IFRS S1 and S2: A Global and Indian Perspective with Implications for Auditors
• A Study on Consumer Attitudes and Buying Behavior towards organic Food Products
• India’s Transfer Pricing Framework: Evolution, Challenges, and Future Directions
• Application of Statistical Methods in Business Administration: A Quantitative Study on Organizational Performance
• Decoding Fintech Adoption: The Role of Trust, Risks and Perceived Benefits