Perancangan Interior Inkubator Bisnis Kuliner Di Kota Tasikmalaya Dengan Pendekatan Visual Merchandising

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a significant role in Indonesia’s economy, especially in Tasikmalaya
City, which has seen rapid growth in culinary MSMEs with 1,056 businesses. However, there remains a lack of adequate
physical facilities to support these MSMEs’ potential. This study focuses on developing the interior of a culinary business
incubator to address issues such as layout affecting consumer purchasing power, inadequate facilities according to business
incubator standards, and hygiene concerns. The research methodology employed qualitative descriptive methods involving
literature review, interviews, field observations, and benchmarking studies. The analysis results advocate for visual merchandising as a solution to enhance the marketing of culinary MSME products and create a positive and efficient spatial
experience. The goal of this design is to tackle identified local challenges, aiming for the incubator to improve marketing
for culinary MSME products, foster business growth, and provide facilities that support operational efficiency and product
innovation. The study concludes that implementing visual merchandising based on specified parameters can create interior
designs that capture attention and enhance consumer experiences. The benefits include creating positive experiences that
influence consumer purchasing behavior and enhance customer loyalty, ultimately fostering local economic development,
increasing national income through MSME contributions, and facilitating culinary entrepreneurs in enhancing the quality of
their products and services.