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All Journal Journal La Sociale Journal of Public Representative and Society Provision
Panjaitan, Tetti Nauli
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Humanities Law, Crime, Criminology & Criminal Justice Social Sciences

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Oswald's Marketing Semiotics Analysis: Cultural Elements in Marketing Communication at the "Bajawa Flores NTT" Café Panjaitan, Tetti Nauli; Winarko, Hilarius Bambang; Yudhi, Lim; Felita, Della
Journal of Public Representative and Society Provision Vol. 5 No. 2 (2025): Journal of Public Representative and Society Provision
Publisher : Pusat Studi Pembangunan dan Pemberdayaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55885/jprsp.v5i2.545

Abstract

This study analyzes how Flores' cultural elements are used as a marketing communication strategy at Kafe Bajawa. Using a qualitative approach and Oswald’s marketing semiotics analysis, the research explores the meanings embedded in cultural elements such as Komodo statues, woven fabrics, Sasando musical instruments, photographs of Flores residents, a map of Flores Island, and the collaboration of traditional music with modern genres. Data were collected through direct observation of both exterior and interior decorations, as well as customer interviews to understand their responses to the presented cultural elements. The findings indicate that Flores' cultural elements play a significant role in shaping the café's identity and appeal. Analysis based on Consumer Brandscape shows that cultural signs create an authentic and unique impression, while emotional territories indicate that these cultural elements build emotional connections with customers through a comfortable and dynamic atmosphere. There is no cultural tension between traditional and modern elements; instead, they harmoniously blend, particularly in interior design and the music experience. From the perspective of cultural categories, Kafe Bajawa successfully positions itself as a venue that embodies Flores' cultural heritage in a modern context. Data triangulation through customer interviews confirms that the displayed cultural elements reinforce the café’s image as a space rich in local identity while remaining comfortable for an urban audience. The success of this strategy lies in balancing culture and modernity, creating an engaging experience that fosters customer loyalty.
The Effect of Customer Experience and Live Music Event Promotion on Bajawa Consumer Loyalty Lim, Yudhi; Winarko, Hilarius Bambang; Panjaitan, Tetti Nauli; Rockiano, Sharon Octaviandre
Journal La Sociale Vol. 6 No. 5 (2025): Journal La Sociale
Publisher : Borong Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journal-la-sociale.v6i5.2392

Abstract

Bajawa Café, which carries the theme of an ethnic modern coffee shop, is a café that highlights the culture of NTT (East Nusa Tenggara) and introduces it to urban communities in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi). The café’s ambiance is traditional, with a strong Flores cultural nuance. This study aims to measure the influence of customer experience and live music event promotion on consumer loyalty at Bajawa Flores Café as an ethnic brand. The literature review of this research refers to the Elaboration Likelihood Theory (ELT). A sociopsychological research tradition is employed in this study. This research uses a descriptive approach with quantitative methods. The basic assumption of ELT is the study of persuasion, as it predicts when and how a person may or may not change their opinion (be persuaded) by a message or argument they receive. This study adopts a positivist paradigm to describe and explain social life, events, and human behavior. The research was conducted by visiting Bajawa Café to observe firsthand the cultural elements embedded in its exterior and interior, such as symbols, images, merchandise, entertainment offerings, and other aspects discovered during the visit. Questionnaires were distributed as primary data sources. Secondary data for this research included literature studies from books, scientific journals, online news articles, and verified internet sources. This study is expected to contribute to the development of marketing communication strategies that blend modern and traditional themes by measuring the influence of customer experience and live music event promotion on consumer loyalty at Bajawa Flores Café as an ethnic brand.
Co-Authors Felita, Della Hilarius Bambang Winarko, Hilarius Bambang Lim, Yudhi Rockiano, Sharon Octaviandre Yudhi, Lim