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All Journal MODUL NALARs Journal of Visual Art and Design Jurnal Arsitektur ARCADE ENDOGAMI Jurnal Ilmiah Kajian Antropologi Anuva: Jurnal Kajian Budaya, Perpustakaan, dan Informasi Waca Cipta Ruang: Jurnal Ilmiah Desain Interior International Journal of Visual and Performing Arts DIVAGATRA - Jurnal Penelitian Mahasiswa Desain eProceedings of Art & Design eProceedings of Engineering Jurnal Arsitektur ARCADE Proceeding of Community Service and Engagement
Hana Faza Surya Rusyda
Telkom University
Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : Journal of Visual Art and Design

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Typography of Culture-Specific Scripts in Interior Branding: Preliminary Data from Indonesian Consumers in the Case of Ethnic Restaurants Perdana, Aditya Bayu; Sri Maharani Budi Haswati; Hana Faza Surya Rusyda; Togar Mulya Raja
Journal of Visual Art and Design Vol. 17 No. 2 (2025): Journal of Visual Art and Design
Publisher : ITB Journal Publisher, DRPM ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/j.vad.2025.17.2.5

Abstract

Anecdotal accounts suggest that Indonesians perceive culture-specific scripts on typographic artefacts in restaurants as a sign of authenticity and quality. This study examined this notion through qualitative literature synthesis followed by a preliminary quantitative survey. The literature synthesis foregrounded comparable cases where typographic attributes and script choice have been found to influence consumer perception, which shows that the phenomenon is not isolated to Indonesia. The preliminary quantitative survey used a simple frequency analysis of four fictional restaurant logotypes (Japanese, Korean, Balinese, and Javanese, respectively) to determine values that Indonesian consumers perceive in culturally authentic typography (prominent use of indigenous, culture-specific scripts). The majority of respondents perceived culturally authentic typography as representing high-value restaurants in terms of price, food quality, and atmosphere. More respondents associated Japanese/Korean typography with high-quality Japanese/Korean restaurants, compared to respondents who associated Balinese/Javanese typography with high-quality Balinese/Javanese restaurants. More respondents related culturally authentic typography with higher prices, followed by better restaurant atmosphere, and better food quality. These findings confirm that Indonesian consumers perceive culture-specific scripts as indicative of higher brand values to some degree. More rigorous research is warranted to validate these results.
Co-Authors Aditya Bayu Perdana Akhmadi Akhmadi Almas, Puspa Alifah Amira Arraudah, Siti Andrianawati, Aida Athifa Sri Ismiranti Auliarahman, Alrafif Muhammad Bangun IR Harsritanto, Bangun IR Erni Setyowati Fadhilah, Sonya Nada Fairuzsalwa, Salsabila Mierszan Farah Salsabila, Farah Farida, Ariesa Fawwaz, Rafif Fernando Septony Siregar Fitri, Liestya Desyana Gagoek Hardiman Ganesha Puspa Nabila Hendi Anwar Irwan Sudarisman Irwana Zulfia Budiono Ivana Putri, Amanda Lorensya, Venia M Suryadi M. Suryadi Muntakilah, Silmi Novia Naa’ifah, Nisa Umniyyatun Nabila Eka Putri, Jihan Nazhifa, Khansa Niken Laksitarini Ningrum, I.G.A. Eva Dwitya Guna Nur Sheha Gunawan, Ahmad Nurtasany, Haiva Pertiwi, Meylinda Putri Prinada, Bunga Annisa Putri, Ameilia Tiara Rizqi, Syahdila Ghifari Alaftha Rusyda, Rusyda Salsabila, Dita Saragih, Veranita Br. Sirega, Fernando Septony Siregar, Fernando Septony Sri Maharani Budi Haswati Thalita Rizka Anindya Togar Mulya Raja Vika Haristianti Wardani, Oktavianti Khuszumah Widiastuti, Ratih Widyanto, Muhammad Arifin Wisdhiputri, Fauzia Aisyah Zaenudin, Muhammad Fahmi Zahra, Alya Fauzia Zahra, Fadhila Amajida Zidni Isnani, Aisyah Zulfia Budiono, Irwana