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All Journal VISA: Journal of Vision and Ideas
Pasaribu, Yolanda
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Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Penggunaan Simbol Etnis sebagai Daya Tarik Konsumen pada Coffee Shop Bajawa Flores Pasaribu, Yolanda; Tobing, Melati Mediana
VISA: Journal of Vision and Ideas Vol. 4 No. 2 (2024): VISA: Journal of Vision and Ideas (In Press)
Publisher : IAI Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/visa.v4i2.4383

Abstract

The purpose of this research is to analyze the use of Flores ethnic symbols at Bajawa Flores Coffee Shop in Depok. And want to know how the role of using Flores ethnic symbols as a consumer attraction at Bajawa Flores. This research uses ethnographic claims research methods. This research uses Roland Barthes' Semiotics theory which states that semiology is the study of how humans give meaning to objects. The research findings show that Bajawa Flores Coffee Shop uses these symbols to create an authentic and traditional atmosphere that is intended to attract consumers who are interested in Flores culture. After observation and analysis, there are symbols, namely the Bajawa Flores NTT name sign, woven cloth, komodo dragon statue, Ti'i Langg hat and Ana Deo statue. The use of these ethnic symbols not only functions as a decorative element, but also as a strong marker of a particular culture and as a strong cultural identity. By relating ethnic symbols to Roland Brathes' theory of denotation, connotation, and myth, this research provides a deeper understanding of the role of ethnic symbols in building cultural identity and attracting consumers. 
Co-Authors Tobing, Melati Mediana