GENDER DAN PLACE ATTACHMENT PADA COFFEE SHOP DI BANDUNG (STUDI KASUS ROEMAH KOPI)
Abstract
ABSTRAK
Coffee shop saat ini tidak hanya berfungsi sebagai tempat untuk menikmati kopi, tetapi telah menjadi tempat bersosialisasi, hiburan dan produktivitas. Beberapa pengunjung coffee shop memiliki kecenderungan untuk beraktivitas dan menghabiskan waktu di coffee shop secara berkala, sehingga secara tidak sadar penggunaan ruang yang berulang dapat menciptakan keterikatan emosi pada tempat (place attachment). Penelitian ini membahas tentang tingkat keterikatan terhadap ruang antara responden laki-laki dan perempuan di coffee shop. Metode penelitian pendekatan kualitatif survey dengan menyebarkan kuisioner kepada 36 orang pengunjung coffee shop, menggunakan metode analisis uji beda rata-rata dua sampel independen. Hasil penelitian menunjukkan bahwa tingkat keterikatan terhadap ruang di Roemah kopi tergolong dalam kategori sedang dan hasil hipotesa tidak terbukti karena tidak terdapat perbedaan tingkat keterikatan antara responden laki-laki dan perempuan. Penelitian ini memberikan referensi untuk penelitian lebih lanjut tentang place attachment pada ruang publik.
Kata kunci : gender, place attachment, coffee shop.
ABSTRACT
Coffee shop today not only serves as a place to enjoy coffee, but it has become a place to socialize, entertainment and productivity. Some visitors coffee shop has a tendency to move and spend time at the coffee shop on a regular basis, and did not realize that repeated use of space can create emotional attachment to place (place attachment). This study discusses the level of attachment to the space between respondents men and women in the coffee shop. Survey research methods qualitative approach by distributing questionnaires to 36 visitors coffee shop, using different test analysis the average of two independent samples. The results showed that the level of attachment to the space in the coffee Roemah classified in the category of medium and outcome hypothesis is not proven because there is no difference between the level of attachment of respondents male and female. This study provides a reference for further research on place attachment in a public space.
Keywords: gender, place attachment, coffee shop.
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______ Mix Marketing Communication Magazine. Edisi 08/X/Agustus 2013
