Design Thinking Dalam Pengembangan Menu Dengan Fokus Pada Estetika Visual Makanan: Pengaruh Terhadap Perilaku Foodstagramming Konsumen

Susanto, Melissa Adriana (2025) Design Thinking Dalam Pengembangan Menu Dengan Fokus Pada Estetika Visual Makanan: Pengaruh Terhadap Perilaku Foodstagramming Konsumen. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pesatnya pertumbuhan industri Food and Beverage (F&B) di Kota Surabaya telah menciptakan lanskap persaingan yang sangat ketat, di mana keberhasilan sebuah bisnis kini tidak lagi hanya bergantung pada cita rasa, melainkan juga pada estetika visual yang mampu memicu interaksi digital. Penelitian ini bertujuan untuk mengidentifikasi elemen estetika visual makanan yang paling relevan bagi Generasi Z dan Milenial serta menganalisis pengaruhnya terhadap perilaku foodstagramming di platform Instagram. Dengan menggunakan pendekatan penelitian campuran (mixed methods) melalui strategi eksploratori sekuensial, tahap pertama penelitian menerapkan metode Design Thinking pada tahap Empathize hingga Prototype untuk mengeksplorasi preferensi visual melalui wawancara mendalam terhadap 24 responden. Temuan kualitatif mengidentifikasi lima elemen kunci: warna kontras, penonjolan tekstur, pemilihan piring, penggunaan garnish fungsional, dan keseimbangan komposisi. Elemen-elemen ini kemudian diwujudkan dalam tiga prototipe menu inovatif sebagai stimulus visual. Pada tahap kedua, pengujian kuantitatif dilakukan terhadap 139 responden menggunakan analisis Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian membuktikan bahwa persepsi estetika visual memiliki pengaruh positif dan signifikan terhadap niat berbagi (foodstagramming) dengan nilai koefisien jalur sebesar 0,676. Selain itu, ditemukan fenomena ceiling effect (varians nol) pada respon terhadap prototipe inovatif, yang secara empiris mengonfirmasi bahwa intervensi desain yang berorientasi pada manusia telah mencapai konsensus kepuasan maksimal. Penelitian ini menyimpulkan bahwa estetika visual bukan sekadar pelengkap, melainkan pemicu strategis dalam menciptakan promosi organik melalui User Generated Content (UGC).
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The rapid growth of the Food and Beverage (F&B) industry in Surabaya has cultivated a highly competitive landscape, where business success is no longer determined solely by taste but also by visual aesthetics capable of triggering digital interaction. This study aims to identify the food visual aesthetic elements most relevant to Generation Z and Millennials and analyze their influence on foodstagramming behavior on Instagram. Employing a mixed-methods approach with a sequential exploratory strategy, the first phase utilized the Design Thinking framework from Empathize to Prototype to explore visual preferences through in-depth interviews with 24 respondents. Qualitative findings identified five key elements: contrasting colors, highlighted textures, strategic tableware selection, functional garnishing, and compositional balance. These elements were then manifested into three innovative menu prototypes as visual stimuli. In the second phase, quantitative testing was conducted on 139 respondents using Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis. The results demonstrate that visual aesthetic perception has a positive and significant influence on sharing intentions (foodstagramming), with a path coefficient of 0.676. Furthermore, a ceiling effect phenomenon (zero variance) was observed in responses to the innovative prototypes, empirically confirming that the human-centered design intervention achieved a maximum consensus of satisfaction. This study concludes that visual aesthetics are not merely supplementary but serve as a strategic trigger for generating organic promotion through User Generated Content (UGC).

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Estetika Visual Makanan, Design Thinking, Foodstagramming, Inovasi Menu, Food Visual Aesthetics, Design Thinking, Foodstagramming, Menu Innovation
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF6161.F616 Food. Food service
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Melissa Adriana Susanto
Date Deposited:	23 Jan 2026 08:39
Last Modified:	23 Jan 2026 08:39
URI:	http://repository.its.ac.id/id/eprint/130238

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