Dramaturgy at Sundanese Restaurants to Strengthen The Competitiveness  

Oleh:

Yunus, Ulani

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International Conference on Business and Communication (ICBC): Managing Change in Global Context : Toward Sustainable Competitiveness, page 047-053.
Topik: Etnomethodology. Marketing Communication; Dramaturgy; Culinary
Fulltext: Proceeding The 2nd ICBC p47-53.pdf (590.21KB)

Isi artikel

A growing issue in today's business competition is the utilization of culture, both globally and locally. Indonesia’s etnic restaurants such as “Sari Sunda”, “Cibiuk” and "Bumbu Desa" presently are seen as places to luxuriate Sundanese food by utilizing the local culture. The atmosphere of the restaurants and services of waitresses at the Sundanese restaurant is interesting to analyze the elements that can create competitiveness. There is something equal between cultures and culinary. When people are enjoying the food, they will think about the nation where the food comes. The aim of this study is to find the concepts of local cultural elements that make a local culinary industry have strong competitiveness in the global level. The focus of this research is how cultural Sundanese elements in their customer service are able to strengthen their competitiveness which have been applied at “Sari Sunda”, “Cibiuk” and "Bumbu Desa " Restaurants. The research method used in this study is a qualitative dimension, especially etnomethodology; the study of how individuals create and understand daily life, including activities at “Sari Sunda”, "Bumbu Desa " and “Cibiuk” Restaurants in Jakarta, Bandung and Bekasi. Especially for “Bumbu Desa” Restaurant, the research was also done in Malaysia because they have expanded their outlets there. The results of this research were: 1) Greetings from waiters, clothes of waitresses and restaurants’ ornaments have become a drama stage that can be enjoyed by the guests as the front stage of dramaturgy, 2) Attributes of local cultural products have been brand awareness 3) Customer’s perception of the products of restaurants are formed through a process of symbolic interaction and dramaturgical stage.

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