VERNACULAR INSIDE: SOCIAL SEMIOTICS PHENOMENA OF STREET FOOD VENDORS’ BRAND IDENTITY, CASE STUDY AT TAMANSARI FOOD FEST BANDUNG

• Main Author: Fatchur Rohman (19014114), Mochammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28978
• Institution: Institut Teknologi Bandung

Defined by ILO (International Labour Organization) one of the informal economies is a street vendor or commonly called in Bahasa: PKL (Pedagang Kaki Lima). PKL became one of the city's problems that have not been resolved. In the other hand, the street vendor is not traders that always has a negative impact. The street vendor romanticism as the informal economy sector makes researcher want to explore a variety of problem issues in each street vendors. According to that problems, the researcher wants to keep the local knowledge of street vendors knowledge by understanding who they are, and what the problems existed. The researcher wants to make street vendors are emphasizing their identity by street vendor local knowledge as a fundamental. By combining their historical identity, culture by environment experience, and also their current condition, a street vendor has their own communication style to deliver what their value. It was manifested in social semiotics and given the name of Vernacular Identity. In this research will be conducted on the case study in Tamansari Food Fest Bandung, who existed 33 street food vendors at 2017 with the main problem statement: “What is the vernacular form of street food vendor at marketing business perspective?”. <br /> <br /> Therefore, to achieve that objectives the researchers used a qualitative approach with using grounded theory, phenomenology, ethnography. In technically, researcher conduct depth interview, conversation, and free association to collect the data. But for the data analysis, the researcher using an inductive approach, coding, and semiotics analysis in this research. <br /> <br /> In conclusion, this research has proven there is a relationship between the vernacular factors inside the characteristics in marketing action (as a brand) of street food vendors at Tamansari Food Fest Bandung.