Ustazah, Eri Naharani (2025) Konseptualisasi Model Atmosfer Spasial Berbasis Eksploratori Pengalaman Belanja Di Ritel Art Fashion. Doctoral thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Desain arsitektur berperan membentuk ruang bermakna yang membangkitkan pengalaman pengguna. Kerangka konseptual penelitian ini berpijak pada teori atmospheric architecture, phenomenology of space, dan environmental behavior studies, yang menempatkan ruang sebagai pemicu afeksi, persepsi, dan tindakan. Dalam arsitektur komersil efisiensi fungsional dan kepuasan pelanggan menjadi prioritas, khususnya konteks ritel art-fashion, pengalaman pengguna bersifat multisensoris dan emosional, melampaui aspek visual semata. Penelitian ini bertujuan mengidentifikasi mekanisme hubungan antara persepsi, pengalaman, dan perilaku dalam pembentukan atmosfer spasial, serta menyusun model konseptual yang berorientasi pada pengalaman pengguna. Penelitian ini menggunakan metode sequential exploratory (mixed methods). Pada tahap awal, dilakukan penelitian kualitatif berbasis fenomenologi intersubjektif untuk mengeksplorasi hubungan antara sistem aktivitas, sistem setting, dan respon pengguna melalui teknik observasi, wawancara mendalam, dan elisitasi foto. Data dianalisis menggunakan perangkat lunak NVivo melalui kueri cakupan kode dan kueri matrik. Pada tahap selanjutnya, dilakukan eksperimen kuasi dengan skenario pencahayaan berbasis representasi digital 3D untuk mengkonfirmasi konsistensi pengalaman atmosfer yang teridentifikasi sebelumnya. Hasil penelitian menunjukkan bahwa pengalaman pengguna dalam ruang art-fashion retail terbentuk melalui hubungan kompleks antara sistem aktivitas, perilaku, dan sistem setting, yang menghasilkan berbagai tema atmosfer: intimate and cozy, relaxation and connection, holistic and harmonic, showing off and projection of self, serta immersive and nostalgic. Elemen-elemen pembentuk atmosfer terbagi atas elemen tetap (fixed) seperti layout dan struktur interior, serta elemen semi-tetap (semi-fixed) seperti display dan dekorasi. Seluruh elemen tersebut membentuk sistem yang saling menguatkan dan merespons persepsi multisensori pengguna secara harmonis.
Proses pembentukan pengalaman berlangsung melalui affordance ruang yang merangsang persepsi sensori, memicu respons emosional, dan mendorong aktivitas tertentu seperti eksplorasi produk, interaksi sosial, dan nostalgia. Preferensi dan motivasi pengguna bertindak sebagai pengikat dalam skema pengalaman tersebut. Model konseptual yang dihasilkan menampilkan tingkatan pengalaman berdasarkan preferensi, persepsi, dan emosi pengguna, yang dapat dijadikan landasan desain atmosfer ritel yang kontekstual, bermakna secara budaya, dan responsif terhadap segmen pasar tertentu.
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Architectural design plays a fundamental role in shaping meaningful spaces that elicit user experience. The conceptual framework of this dissertation is anchored in the theories of atmospheric architecture, phenomenology of space, and environmental behavior studies, which position space as a trigger for affect, perception, and action. In commercial architecture, functional efficiency and customer satisfaction are key priorities; particularly in the context of art-fashion retail, user experience is inherently multisensory and emotional, extending beyond visual aspects alone. This study aims to identify the mechanisms that link perception, experience, and behavior in the formation of spatial atmosphere, and to construct a conceptual model oriented toward user experience.This study employs a sequential exploratory mixed methods approach. The initial phase involved qualitative research based on intersubjective phenomenology, exploring the relationships between activity systems, spatial settings, and user responses through observation, in-depth interviews, and photo elicitation techniques. The data were analyzed using NVivo software through code coverage queries and matrix queries. In the subsequent phase, a quasi-experiment was conducted using 3D digital lighting scenarios to confirm and measure the consistency of previously identified atmospheric gexperiences.The findings reveal that user experience in art-fashion retail spaces is shaped through a complex relationship between activity systems, behaviors, and spatial settings, resulting in various atmospheric themes: intimate and cozy, relaxation and connection, holistic and harmonic, showing off and projection of self, and immersive and nostalgic. The atmospheric elements are categorized into fixed elements such as layout and interior structure, and semi-fixed elements such as displays and decorations. These components form an integrated system that harmoniously responds to users’ multisensory perceptions. The experience formation process occurs through spatial affordances that stimulate sensory perception, trigger emotional responses, and encourage specific activities such as product exploration, social interaction, and nostalgic reflection. User preferences and motivations act as binders within this experiential schema. The resulting conceptual model presents layers of experience based on users’ preferences, perceptions, and emotions, which can serve as a foundation for designing retail atmospheres that are contextual, culturally meaningful, and responsive to specific market segments.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | Spatial atmosphere, Retail space, User experience, Sensory perception, Emotion-based design, Atmosfer spasial, Ruang ritel, Pengalaman pengguna, Persepsi sensori, Desain berbasis emosi |
| Subjects: | N Fine Arts > NA Architecture N Fine Arts > NA Architecture > NA2750 Architectural design. N Fine Arts > NK Decorative arts Applied arts Decoration and ornament |
| Divisions: | Faculty of Civil, Planning, and Geo Engineering (CIVPLAN) > Architecture > 23001-(S3) PhD Thesis |
| Depositing User: | Eri Naharani Ustazah |
| Date Deposited: | 07 Aug 2025 08:14 |
| Last Modified: | 07 Aug 2025 08:14 |
| URI: | http://repository.its.ac.id/id/eprint/127957 |
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