September 30, 2025

The Perception of Owners and Customers Toward English Menu at Cafes in Pontianak

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Descriptive qualitative analysis explores perceptions of cafe owners and customers on English menus, indicating preferences for local language.

Owners use English menus to seem more exclusive and modern, aiming to attract customers.
Customers perceive English menus as more exclusive but prefer menus in the local language.
Data from 15 customers and 2 owners were analyzed using descriptive qualitative methods.
Findings highlight a gap between owners’ desires for modernity and customer preference for familiarity.

Manurung et al. (2024) studied this question.

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Descriptive qualitative analysis explores perceptions of cafe owners and customers on English menus, indicating preferences for local language.