| dc.contributor.advisor | ISHAK, ASWAD | |
| dc.contributor.author | RAMADHANI, RM RYANDI | |
| dc.date.accessioned | 2017-08-12T02:30:33Z | |
| dc.date.available | 2017-08-12T02:30:33Z | |
| dc.date.issued | 2017-05-03 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/12755 | |
| dc.description | The objective of this research is to analyze the implementation of
positioning of Kampung Arab Cafe and Restaurant as an arabic cafe and
restaurant in Special District of Yogyakarta. As a pioneer of Arabic cafe and
restaurant in Yogyakarta, since the first time it was established, Kampung Arab
has embedded their positioning through many atributes in restaurant such as the
atmosphere of the place, arabic cuisines, and also making some arabic events. In
implementing their positioning, Kampung Arab used Intergrated Marketing
Communication elements as a tool to communicate their positioning to public in
the middle of competition of arabic restaurants in Special District of Yogyakarta.
In the first year Kampung Arab was considered not to maximize the use of
instagram, especially in integrated marketing communication activities.
The method used in this research is descriptive qualitative research method.
The reasons why the author used this method are because this research will collect
informations, identify, describe, define and evaluate every informations related to
the research object. The sample of this research is Kampung Arab Cafe and Resto
located in Palagan Tentara Pelajar Road Number 65b, Special District of
Yogyakarta, Indonesia.
The results show that Kampung Arab succeed communicating their
implementation of positioning to public, so that public can accept their arabic and
middle eastern cuisines, especially their customers that lived in Special District of
Yogyakarta. The start of Arabic and Middle Eastern culinary in Special District of
Yogyakarta led to a new competition map of culinary business. Kampung Arab
has a strength charateristic as people can seen from the atmosphere of the place
that is more touched with Arabic tones compared to others Arabic and Middle
Eastern restaurants in Special District of Yogyakarta. | en_US |
| dc.description.abstract | Penelitian ini menganalisis implementasi positioning Kampung Arab Café
and Resto untuk menjadi kafe dan resto khas Arab di Daerah Istimewa
Yogyakarta. Sebagai pionir kafe dan resto khas Arab di DIY, Kampung Arab dari
awal berdiri telah menanamkan positioning melalui berbagai atribut-atribut di
dalam resto mulai dari nuansa tempat/ruang fisik, kuliner, sampai dengan eventevent
yang ada juga merupakan khas Arab. Dalam mengimplementasikan
positioningnya, Kampung Arab menggunakan elemen-elemen integrated
marketing communication sebagai sarana mengkomunikasikan positioning mereka
kepada khalayak, ditengah mulai adanya persaingan resto khas Arab di DIY. Pada
tahun pertama Kampung Arab dianggap tidak memaksimalkan penggunaan
instagram, terutama dalam aktivitas integrated marketing communication.
Metode penelitian yang digunakan dalam penelitian ini adalah metode
penelitian deskriptif kualitatif karena penelitian ini akan mengumpulkan informasi,
mengidentikasi, mendeskripsikan, menggambarkan dan mengevaluasi segala
sesuatu yang berkaitan dengan masalah yang diteliti pada obyek penelitian. Obyek
penelitian dalam penelitian ini adalah Kampung Arab Café and Resto yang
beralamat di Jalan Palagan Tentara Pelajar 65b Daerah Istimewa Yogyakarta,
Indonesia.
Hasil penelitian memperlihatkan bahwa implementasi positioning yang
dilakukan oleh Kampung Arab melalui kegiatan IMC dapat tersampaikan kepada
khalayak, sehingga masakan khas Arab dan Timur Tengah dapat diteriman
konsumen mereka, khususnya yang tinggal di DIY. Mulai dikenalnya kuliner
Arab dan Timur Tengah memunculkan peta persaingan baru unit bisnis kuliner,
akan tetapi Kampung Arab memiliki keunikan dari segi nuansa tempat dimana
suasana Arabnya lebih terasa dibandingkan para kompetitornya. | en_US |
| dc.publisher | FISIP UMY | en_US |
| dc.subject | Positioning, Kampung Arab, Kafe dan Resto. Positioning, Kampung Arab, Cafe and Restaurant | en_US |
| dc.title | IMPLEMENTASI POSITIONING KAMPUNG ARAB SEBAGAI KAFE DAN RESTO KHAS ARAB DI DAERAH ISTIMEWA YOGYAKARTA | en_US |
| dc.title.alternative | (STUDI KEGIATAN INTEGRATED MARKETING COMMUNICATION KAMPUNG ARAB PERIODE 2015-2017) | en_US |
| dc.type | Thesis
SKR
FISIP
114 | en_US |
