ABSTRACT
This study analyses the representation of social classes in the community called FoodTruck Culinary Surabaya (Focus). Social class representation can be assessed by observing the changes in the concept of selling. This food truck community is based on a Western (or global) concept of takeaway, which is more efficient than cangkruk. Therefore, it attempts to adapt to local customs while integrating with the global concept. The combination of the global and local concepts is evident in the selected menu of this community, which is a Western or Japanese-style menu adapted to the taste of the people of Surabaya. In addition, the takeaway concept must be adjusted to the local concept of Surabaya (i.e. cangkruk), which must provide benches and rental places. This study aims to identify the phenomenon by which local concepts can be integrated with global concepts to attract upper-middle-class consumers. To analyse the phenomenon of this community, the study uses a production approach based on the spatial theory of Henri Lefebvre, which presents spatial practices, representations of space and representational spaces.
The findings of this study provide the evidence of combined global and local marketing strategies, which helps understand the class border of FoodTruck Culinary Surabaya Community. The key conspicuous consumers are the middle to upper classes. Indeed, the food truck community combines the Western (global) concept with the local concept of Surabaya, cangkruk.
