Visitor Loyalty of Commercial Buildings with Colonial Architecture Concepts in Indonesia

This study examines the loyalty of visitors to commercial buildings with a colonial architecture concept in Indonesia as an effort to offer a unique and different experience for visitors. One of the historical and cultural heritage that is important to preserve and utilize optimally is colonial architecture. Commercial buildings with a colonial architecture concept have aesthetic and identity values that are shown through the semiotics of architecture and interior to convey certain meanings, which can attract visitors’ interest in an effort to increase their loyalty. Visitor loyalty is one of the factors that affect the success and sustainability of business (Rahardja, 2022). Research on visitor loyalty to commercial buildings with a colonial architecture concept using a semiotic approach has not been done yet, so it needs to be further studied. The purpose of this study is to examine the loyalty of visitors to the semiotics of commercial buildings with a colonial architecture concept in Indonesia. The research method used in this study is a literature review method to collect, analyze, and synthesize literature that is relevant to the research topic from various scientific sources, such as journals, books, theses, dissertations, and others, related to commercial buildings, colonial architecture, semiotics and visitor loyalty in Indonesia. The results of this study are expected to provide a comprehensive overview of visitor loyalty to commercial buildings with a colonial architecture concept in Indonesia.