WIDYA KHARISMA, NILAM (2023) ANALISIS SEMIOTIKA STORE ATMOSPHERE CAFE “RUMMAH GOA”. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Changes in consumer attitudes, behavior, and behavior cause business people to continue to innovate in meeting their needs. One of the cafes that has experienced this change is Cafe Rummah Goa. The shape of the building, ornaments, and layout in Rummah Goa are able to influence the atmosphere or atmosphere felt by visitors. This can be seen from the meaning of signs and symbols in Cafe Rummah Goa. This study aims to analyze the meaning of signs and symbols of ornaments at Cafe Rummah Goa based on Charles Sanders Peirce's semiotic analysis, analyze the fulfillment of psychological aspects of communication in the store atmosphere at Cafe Rummah Goa, and analyze business messages on the store atmosphere at Cafe Rummah Goa. The approach taken by researchers is a qualitative approach using the semiotic theory of Charles Sanders Peirce. Data collection techniques are done through observation, and documentation. The results of this study are that Cafe Rummah Goa uses elements such as signs, objects, and interpretants to create a unique and visually appealing atmosphere. These elements contribute to the atmosphere of the cafe, influencing customer perception and behavior. By providing a positive atmosphere, businesses can build a loyal customer base and increase loyalty.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Perubahan sikap, tingkah laku, dan perilaku konsumen menyebabkan pelaku bisnis harus terus berinovasi dalam memenuhi kebutuhan mereka. Salah satu cafe yang mengalami perubahan ini adalah Cafe Rummah Goa. Bentuk bangunan, ornamen, maupun tata letak yang ada di Rummah Goa mampu mempengaruhi suasana atau atmosphere yang dirasakan pengunjung. Hal ini dapat dilihat dari adanya makna tanda dan lambang yang ada di Cafe Rummah Goa. Penelitian ini bertujuan untuk menganalisis makna tanda dan lambang ornamen di Cafe Rummah Goa berdasarkan analisis semiotika Charles Sanders Peirce, menganalisis pemenuhan aspek psikologis komunikasi pada store atmosphere di Cafe Rummah Goa, serta menganalisis pesan bisnis pada store atmosphere di Cafe Rummah Goa. Pendekatan yang dilakukan oleh peneliti adalah pendekatan kualitatif dengan menggunakan teori semiotika dari Charles Sanders Peirce. Teknik pengumpulan data dilakukan melalui observasi, dan dokumentasi. Hasil penelitian ini yaitu Cafe Rummah Goa menggunakan elemen-elemen seperti sign, objek, dan interpretan untuk menciptakan suasana yang unik dan menarik secara visual. Elemen-elemen ini berkontribusi pada atmosfer cafe, mempengaruhi persepsi dan perilaku pelanggan. Dengan memberikan suasana yang positif, bisnis dapat membangun basis pelanggan yang setia dan meningkatkan loyalitas. | |||||||||
| Uncontrolled Keywords: | Semiotics Charles Sanders Peirce, Store Atmosphere, Cafe Semiotika Charles Sanders Peirce, Store Atmosphere, Cafe | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Nilam Widya Kharisma | |||||||||
| Date Deposited: | 08 Jan 2024 14:04 | |||||||||
| Last Modified: | 08 Jan 2024 14:04 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31971 |
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