Kini bisnis Nostalgia semakin menjamur dan terfavorit

Situsberita | Kini bisnis Nostalgia semakin menjamur dan terfavorit

Kita pasti pernah ke toko, kafe atau resto dengan interior zaman dulu alias jadul? Bahkan tidak jarang tempat-tempat begini juga menyediakan menu-menu yang khas tempo doeloe, seakan hendak mengajak bergerak mundur ke masa lalu. Di dunia bisnis, “menjual” nostalgia adalah sesuatu yang banyak digeluti pebisnis.

Zangrandi di Surabaya adalah salah satunya. Kedai eskrim ini dibangun pada tahun 1930 dan masih mempertahankan desain interior jadulnya. Jenis kursi rotan dan warna dinding putih menjadikannya benar-benar bernuansa masa lalu. Di Jogja misalnya ada Kedai Rakjat Djelata yang konsepnya memang jadul banget.

Hampir di semua kota ada bisnis nostalgia yang membuat orang betah berlama-lama di sana. Pusat barang-barang bekas juga banyak dikunjungi orang. Padahal, terkadang barang bekas atau jadul tidak memiliki patokan harga, sehingga harnya bisa selangit sesuai kesepakatan pembeli dan penjual.

Coba amati deh, bagaimana tempat-tempat bisnis bernuansa tempo doeloe yang mengajak orang bernostalgia terus bermunculan. Nah, kira-kira kenapa orang kok begitu suka dengan tempat atau barang nostalgia meski harus dibayar dengan harga lumayan tinggi.

Di Kamus Besar Bahasa Indonesia (KBBI), nostalgia diartikan sebagai kerinduan (kadang-kadang berlebihan) pada sesuatu yang sangat jauh letaknya atau yang sudah tidak ada sekarang. Nostalgia selalu merujuk pada kenangan manis. Kata nostalgia mulai digunakan pada akhir tahun 1600-an oleh para dokter asal Swiss untuk mengidentifikasi kondisi tentara Swiss yang merindukan kampung halaman.

Di masa kini, nostalgia menjadi ceruk bisnis yang menggiurkan. Banyak bisnis nostalgia yang telah dibuka diantaranya toko buku, kaset, dan majalah jadul, serta bisnis lainnya.

Nostalgia bagaikan sebuah kumpulan kenangan termasuk didalamnya kenangan bahagia. Kenangan ini kemudian dapat diakses secara sadar dan mungkin dapat diakses secara berkala setiap hari sekedar menjaga mood. Seorang psikolog, Constantine Sedikides menuturkan nostalgia juga dapat membantu orang untuk tetap maju tanpa rasa takut dan tujuan yang lebih besar.

Sebuah penelitian oleh Clayblish Routledge yang dipublish Journal of Experimental Social Psychology menerangkan bahwa ketika bernostalgia, seseorang mampu untuk memberikan nilai lebih kepada arti kehidupan. Penelitian ini diawali dengan pertanyaan tentang kematian. Partisipan diminta untuk membayangkan kematian mereka. Setelahnya mereka diminta pendapat terkait pentingnya kenangan masa lalu. Hasilnya lewat kenangan, hidup terlihat lebih berarti.

Ketika mengalami kejenuhan dalam aktivitas sehar-hari, mengingat kenangan masa lalu menjadi salah satu cara untuk menghindari depresi berkepanjangan. Di kehidupan perkotaan dimana semua serba sibuk, toko barang jadul menjadi salah satu destinasi yang dicari untuk sekedar me-refresh pikiran ketika produk yang ditawarkan berhasil menghubungkan pembeli dengan kenangan masa lalu.

Author: admin

7 thoughts on “Kini bisnis Nostalgia semakin menjamur dan terfavorit

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