Pemaknaan tempat bagi konsumen pada restoran di Jalan Cipete Raya, Jakarta Selatan

Hanna Maulani Fauziah; Maria Hedwig Dewi Susilowati; Guswandi Guswandi; Hayuning Anggrahita

doi:10.22146/mgi.73243

Pemaknaan tempat bagi konsumen pada restoran di Jalan Cipete Raya, Jakarta Selatan

https://doi.org/10.22146/mgi.73243

Hanna Maulani Fauziah⁽¹⁾, Maria Hedwig Dewi Susilowati⁽²⁾, Guswandi Guswandi⁽³⁾, Hayuning Anggrahita^(4*)

(1) Departemen Geografi, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Indonesia, Kampus UI Depok, Depok
(2) Departemen Geografi, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Indonesia, Kampus UI Depok, Depok
(3) Fakultas Ekonomi dan Bisnis, Universitas Sultan Ageng Tirtayasa, Pakupatan, Serang, Indonesia
(4) Departemen Geografi, Fakultas Matematika dan Ilmu Pengetahuan Alam, Universitas Indonesia, Kampus UI Depok, Depok
(*) Corresponding Author

Abstract

Abstrak Jalan Cipete Raya merupakan jalan yang menjadi pusat kegiatan usaha khususnya di bidang kuliner. Terdapat jumlah restoran yang banyak dan beragam yang dikategorikan berdasarkan jenis makanannya menjadi restoran Indonesia, restoran Asia, dan restoran Barat. Masing-masing jenis restoran memiliki pengaturan spasial yang unik yang tercermin dalam karakteristik tempat. Keragaman pengaturan spasial restoran tersebut akan menarik konsumen dengan karakteristik yang juga berbeda dan mendorong adanya pemaknaan tempat terhadap masing-masing jenis restoran. Berdasarkan hal tersebut tujuan penelitian ini adalah untuk mengkaji pemaknaan tempat pada restoran, yang memiliki pengaturan spasial dengan keunikan tertentu yang tercermin dalam karakteristik tempat, oleh konsumen yang memiliki karakteristik konsumen yang berbeda-beda. Penelitian ini bersifat kualitatif dengan pendekatan geografi humanistik. Wawancara mendalam dilakukan dengan informan yang berjumlah 23 orang dan didapatkan dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa ada perbedaan karakteristik tempat dan karakteristik konsumen pada setiap jenis restoran yang mengakibatkan perbedaan pemaknaan tempat restoran. Restoran di Jalan Cipete Raya memiliki pemaknaan tempat secara fungsional, sosial budaya, emosional, dan romantisme daerah.

Abstract Jalan Cipete Raya is a street that is the center of business activities, especially in the culinary field. Many varied restaurants are categorized based on food: Indonesian restaurants, Asian restaurants, and Western restaurants. Each type of restaurant has a unique spatial setting which is reflected in the place characteristic. The diversity of the restaurant’s spatial setting will attract consumers with different characteristics and create a place meaning for each restaurant. Based on the background mentioned previously, this study aimed to examine the restaurant’s place meaning, which has a unique spatial setting reflected in the place characteristics by consumers with different consumer characteristics. This research is qualitative with a humanistic geography approach. In-depth interviews were conducted with 23 informants and obtained by purposive sampling technique. The results showed differences in spatial setting and the consumers’ characteristics in each restaurant, resulting in different restaurant's place meanings. The restaurant on Jalan Cipete Raya has a place meaning including functional, socio-cultural, emotional, and hometown romance meaning.

Keywords

Pemaknaan Tempat; Karakteristik Tempat; Karakteristik Konsumen; Restoran; Jalan Cipete Raya

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DOI: https://doi.org/10.22146/mgi.73243