Hubungan Aktivitas dan Respon Emosi Estetik pada Konten Foto Instagramable Interior Coffee Shop Terhadap Visit Intention
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Saat ini, coffee shop tidak hanya sebagai tempat minum kopi, melainkan juga simbol gaya hidup perkotaan. Transformasi fungsi ruang coffee shop dari tempat berdiskusi menjadi tempat sosialisasi dan bekerja bahkan berfoto memiliki dampak signifikan terhadap preferensi pengunjung. Preferensi tersebut saat ini banyak dipengaruhi oleh konten media sosial terutama Instagram sebagai platform fotografis dengan jumlah pengguna terbanyak. Konten foto yang instagramable tidak hanya memicu respon emosi estetik, tetapi juga mempengaruhi perilaku visit intention. Penelitian ini bertujuan mengeksplorasi hubungan antara aktivitas pengguna, respon emosi estetik, dan dampaknya terhadap visit intention dalam konteks konten foto Instagramable interior coffee shop. Metode penelitian menggunakan metode campuran yaitu kualitatif dan kuantitatif. Hasil penelitian menunjukkan bahwa motivasi aktivitas pengguna, seperti berkumpul, makan minum, bekerja, berfoto dan respon emosi estetik berkorelasi positif dengan visit intention. Terlihat kecenderungan audiens memilih konten dengan ambience warna warm untuk aktivitas seperti bekerja atau makan dan minum kopi, sementara aktivitas berkumpul dan berfoto lebih cenderung memilih konten dengan ambience vibrant.
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