Elemen Interior sebagai Brand Identity Restoran Cepat Saji di Kota Malang

Faradin, Zahra and Ir. Rinawati P.Handajani, MT. (2021) Elemen Interior sebagai Brand Identity Restoran Cepat Saji di Kota Malang. UNSPECIFIED thesis, Universitas Brawijaya.

Abstract

Gaya hidup masyarakat modern yang menginginkan semua serba cepat membuat pertumbuhan bisnis restoran cepat saji tercatat sebagai pertumbuhan yang tinggi di berbagai belahan dunia. Kota Malang memiliki perkembangan bisnis restoran cepat saji yang pesat. Banyaknya restoran yang bermunculan dengan fasilitas dan jenis layanan serupa, diantaranya merupakan restoran dengan citra terbaik menurut IMAC Award tahun 2019- 2020, yaitu McDonald’s, KFC, dan Burger King menyebabkan persaingan antar restoran menjadi semakin ketat. Brand identity merupakan strategi bisnis untuk membedakan satu restoran dengan restoran lainnya yang serupa sekaligus alat untuk mempromosikan diri yang dapat diidentifikasi dengan desain interior restoran. Penelitian ini dilakukan untuk mengetahui apakah penerapan elemen interior pada restoran cepat saji di Kota Malang sudah sesuai dengan aspek-aspek brand identity, yaitu clear vision, unique story, dan energy. Penelitian ini menggunakan metode deskriptif kualitatif. Hasil penelitian menunjukkan bahwa objek penelitian McDonald’s dan KFC telah menerapkan elemen interior sesuai dengan tiga aspek brand identity restoran cepat saji dengan presentase 100%, sedangkan Burger King berhasil menerapkan dengan presentase keberhasilan 80%, dimana restoran belum memenuhi indikator aspek clear vision pada perabot.

English Abstract

The lifestyle of modern society that wants everything to be fast makes the fast food restaurant business growth recorded as high growth in the world. Malang City has a rapid growth in the fast food restaurant industry. The number of restaurants that have sprung up with similar facilities and types of services, including those with the best image according to the IMAC Award, which are McDonald's, KFC, and Burger King, has caused competition between restaurants to be fierce. Brand identity is a business strategy to differentiate one restaurant from other similar restaurants as well as self-promotion that can be identified with the restaurant's interi or design. This research aims to find out whether the application of interior elements in fast-food restaurants in Malang is in accordance with the aspects of brand identity: clear vision, unique story, and energy. This research is a descriptive qualitative research. The research shows that McDonald's and KFC restaurants have implemented the three aspects of fast-food restaurant brand identity with a percentage of 100%, while Burger King has implemented it with a percentage of 80%, where the restaurant has not met the indicators of the clear vision aspect on its furniture.

Other obstract

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Item Type: Thesis (UNSPECIFIED)
Identification Number: 0521070251
Uncontrolled Keywords: Kata kunci: restoran cepat saji, interior, brand identity
Subjects: 700 The Arts > 720 Architecture
Divisions: Fakultas Teknik > Arsitektur
Depositing User: yulia Chasanah
Date Deposited: 08 Feb 2022 02:54
Last Modified: 23 Jun 2022 03:35
URI: http://repository.ub.ac.id/id/eprint/189520
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165060507111016 - Zahra Faradin.pdf
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