The Relationship Between Activities and Aesthetic Emotional Responses to Instagrammable Interior Coffee Shop Photos Visit Intention

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Published: Jan 31, 2025
DOI: https://doi.org/10.28932/srjd.v9i1.8168

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Annisa Amalia Munggarsari
Magister Desain, Fakultas Seni Rupa dan Desain, Institut Teknologi Bandung
Hafiz Aziz Ahmad
Magister Desain, Fakultas Seni Rupa dan Desain, Institut Teknologi Bandung

Abstract

Today, coffee shops are not only a place to drink coffee, but also a symbol of urban lifestyle. The transformation of the function of coffee shop space from a place to discuss to a place to socialize and work and even take pictures has a significant impact on visitor preferences. These preferences are currently influenced by social media content, especially Instagram as a photographic platform with the largest number of users. Instagrammable photo content not only triggers aesthetic emotional responses, but also influences visit intention behavior. This study aims to explore the relationship between user activity, aesthetic emotional response, and its impact on visit intention in the context of Instagrammable photo content of coffee shop interiors. The research method used mixed methods, qualitative and quantitative. The results showed that user activity motivations, such as gathering, eating and drinking, working, taking pictures and aesthetic emotional responses were positively correlated with visit intention. There is a tendency for audiences to choose content with warm color ambience for activities such as working or eating and drinking coffee, while gathering and photo activities are more likely to choose content with vibrant ambience.

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Munggarsari, A. A., & Ahmad, H. A. (2025). The Relationship Between Activities and Aesthetic Emotional Responses to Instagrammable Interior Coffee Shop Photos Visit Intention. Serat Rupa: Journal of Design, 9(1), 1–14. https://doi.org/10.28932/srjd.v9i1.8168
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Vol. 9 No. 1 (2025): SRJD - JANUARY
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Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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