<![CDATA[This study explored how servicescape elements were designed to support the marketing strategy of Omah Fai Lok, a proposed café combining Chinese and Javanese cultural themes. The research aimed to analyze how the physical environment—including ambient conditions, spatial layout, and symbolic design—was conceptually developed to reinforce brand identity and create an immersive customer experience. Using a qualitative descriptive approach with a case study method, the study mapped the servicescape components to anticipated customer and employee responses. These responses were categorized into cognitive, emotional, and physiological domains, forming the basis for potential behavioral outcomes such as repeat visits, engagement, and service consistency. A servicescape model was developed by adapting a well-established framework to reflect the cultural theming and marketing goals of the business. The findings showed that servicescape played a critical role in shaping perception, communicating cultural authenticity, and aligning employee behavior with the intended brand values. The model provided a structured representation of how the physical setting could function as a marketing tool in a concept-driven food and beverage establishment. Although the business had not been launched, the study offered insights into how servicescape could be strategically used during the planning stage to support positioning and differentiation in the hospitality market.]]>
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