THE RELATIONSHIP BETWEEN ACTIVITIES AND AESTHETIC EMOTIONAL RESPONSES TO INSTAGRAMMABLE INTERIOR COFFEE SHOP PHOTOS ON VISIT INTENTION

• Main Author: Amalia Munggarsari, Annisa
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80212
• Institution: Institut Teknologi Bandung

Coffee has been an integral part of Indonesian culture since the colonial period until it evolved into coffee shops that are now a symbol of urban lifestyle. the high growth of coffee consumption and coffee shop trends, creating intense competition in this industry. In the face of competition, business people need to design effective marketing strategies. In addition, there is a shift in the function of coffee shop space, from a place to discuss to a place to socialize and work, affecting visitor preferences. Marketing strategies that adjust to audience preferences can be done through social media, especially Instagram as a photographic social media with the largest number of users. Preferences for coffee shops can be influenced by instagramable photo content that can trigger aesthetic emotion responses, which are emotions that contribute to the aesthetic evaluation and appreciation of objects or events. Aesthetic emotional responses are regulated for certain types of aesthetic appeal and are associated with subjective pleasure or discomfort and can also drive visit intention behavior. Photo content was chosen as the object of research because it is seen as a powerful communication tool to visually convey information about coffee shop interior aesthetics. By understanding how user activity and aesthetic emotional responses to photo content interact, this study seeks to explain the mechanism by which they influence the audience's propensity to visit the coffee shop (visit intention). Instagrammable photo content is expected to stimulate positive emotional responses, trigger interest, and increase visitors' desire to visit the coffee shop. This study aims to comprehensively analyze how the variables of activity type and aesthetic emotional response are interconnected in influencing preferences for photo content and audience visiting decisions in today's digital era. The research method used is a qualitative approach to explore the variables of activity type, aesthetic emotional response with interviews and content analysis as a selection of photo stimuli and a quantitative approach using One Way ANOVA t-test to correlate user activity type, aesthetic emotional response and visit intention on each photo stimuli, as well as correlation test to measure the strength and direction of the relationship between variables. The conclusion of the research shows that the variables of activity and aesthetic emotional response on photo content can affect visit intention in the audience. The type of activity to be carried out such as gathering, eating and drinking, working and taking pictures is related to the preference for choosing photo content. If the activity to be carried out is working or eating and drinking coffee, the audience has a tendency to choose photo content with warm color ambience. For gathering and photo activities, audiences tend to choose photo content with vibrant color ambience. This research is expected to provide academic benefits by expanding understanding of how instagramable photo content of coffee shop interiors can influence visit intention behavior and can be a guideline in designing coffee shop branding designs that are oriented towards visitor activity preferences. The final results produced can also be a practical guide for coffee shop owners to improve the visual appeal and aesthetics of their interiors, with the aim of stimulating positive responses from visitors and ultimately increasing visit intention.