HOMEY BUSINESS BERBASIS ORISINALITAS DAN TEMA KLASIK DI KAWASAN BERSEJARAH YOGYAKARTA (STUDI KASUS: WESTPASH COFFEE)

Juliana Juliana, Agung Sulistyo, Yuli Arisanti

Abstract


Yogyakarta sebagai daerah wisata memberikan ruang bagi bisnis kreatif, seperti: transportasi, akomodasi, kerajinan hingga usaha kreatif. Kemampuan bisnis berbasis nilai sejarah memberikan pengalaman emosional menjadi kunci membangun nilai spesifik. Namun demikian, banyak bisnis yang mengalami kesulitan pengembangan. Penelitian ini bertujuan menganalisa konsep bisnis berbasis pengalaman dan nilai sejarah yang dimiliki. Penelitian ini dilakukan untuk mengisi celah penelitian pengelolaan bisnis berbasis pengalaman dan nilai sejarah. Studi kualitatif digunakan dalam penelitian ini dipadukan dengan pendekatan studi kasus. WestPash Coffee menjadi objek penelitian karena lokasi bisnis yang berada di kawasan budaya dan bersejarah serta mengusung tema klasik. Wawancara dengan pengelola dan pengunjung menjadi upaya pengumpulan data. Analisa data dan validasi menggunakan teknik Miles Huberman serta Triangulasi. Hasil penelitian menunjukan jika pengelolaan bisnis tidak hanya menawarkan produk inti berupa menu yang disajikan. Bisnis juga memberikan kenyamanan selama pengunjung berada di lokasi. Pengalaman pengunjung selama menikmati produk mampu menambah kesan positif. Keberadaan tema klasik dan nilai sejarah dapat menjadi produk pelengkap. Esensi bisnis tidak lagi mengandalkan produk utama dan berorientasi keuntungan semata, namun berbagai potensi dapat ditawarkan. Penelitian berikutnya dapat menjadikan area promosi bisnis berbasis tema klasik sebagai tema lanjutan.

Kata kunci: Bisnis, Keberlanjutan, Klasik, Pengalaman, Sejarah


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DOI: 10.24127/jm.v19i2.2580

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