PENGARUH TEMA DAN GAYA DESAIN INTERIOR TERHADAP SEGMENTASI PENGUNJUNG RESTORAN (Studi kasus : 5 restoran bertema di Yogyakarta)

Aspects of theme and style of interior design are supporting aspect (augmented product) that is able to differentiate one restaurant to another to attract visitors. The purpose of this research is to investigate the influence of theme and style of interior design toward visitors segmentation at certain restaurants in Yogyakarta. The experiment was conducted at 5-themed restaurants in Yogyakarta, which has a distinctive advantage in theme and style of restaurant interior design. They are Bella Vita, Soragan Castle, Pecel Solo, Gadjah Wong, and Omah Dhuwur. This research used qualitative and quantitative methods. Qualitative method is used through observation, interviews, and interview related to the observed variables. Those are theme and style of interior design, diners segmentation, and the influence of theme and style of interior design toward visitors segmentation. Quantitative method is used to measure a mathematical relationship between variables proposed in the research. The results of this research show that pattern application on theme an style of interior design at themed restaurants in Yogyakarta materialized on some elements of the theme and style of interior design. Those are façade of the building, wall, floor, ceiling, furniture and ornament accessories that support the theme of restaurant interior design style as a whole. Theme and style of interior designs give a big influence to the segmentation of restaurant visitors in Yogyakarta. This is based on factors of tourist visits spots in the restaurant which has a high-level visits and the level of perception of tourists about theme of interior design style of restaurant in Yogyakarta