STUDY OF INSTAGRAMABLE PHENOMENON AND EXPERIENCE-BASED DESIGN PROCESS FOR COMMERCIAL CULINARY SPACES CASE OF STUDY: CAFé PICKNICK ON THE ROOF

• Main Author: Amarufita, Widyaningrum
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53988
• Institution: Institut Teknologi Bandung

There has been a massive transformation from conventional types of marketing to digital marketing. Digital marketing is closely related to the use of product and or service displays that are promoted visually with the expectation of reciprocal results obtained from target consumers. Instagram is a social media that currently acts as a digital marketing platform for commercial spaces, including culinary destinations. Culinary destinations that are currently growing rapidly offer a wide variety of choices for potential consumers to visit destinations according to their tastes. Along with the very various spatial variants, business stakeholders must be able to get to know the experiences and preferences of their potential customers to meet their expectations appropriately. Therefore, the business stakeholders must know the perspective of potential customers on the visual appearance of the commercial culinary space. However, considering that humans have unique characters, different views, and varied subjective perceptions, exploring and understanding the experiences and preferences of potential consumers towards the visual appearance of space will go through a long stage. In a space, visual form, light quality, dimension, and scale depend entirely on the boundaries that have been determined by the elements of physical form. From the physical elements seen in the visual display, there is a process of psychological interaction between stimulants and humans as the viewing subject. This study uses a mixed-method with a quantitative approach followed by a qualitative approach. The quantitative approach is carried out by conducting surveys through online questionnaires that are text and scale. Then a qualitative approach with interviews and literature studies to understand the mapping of related thinking frameworks. Based on these conditions, this study aims to systematically analyze how the Instagramable phenomenon is related to the experience-based design process for commercial culinary spaces. This research is expected to be a guide in exploring the potential of visual displays as a marketing medium for the commercial culinary space