Pengaruh Emotional Design Terhadap Daya Tarik Dan Keputusan Mengunjungi Kafe (Studi Kasus: Kogu Space, Surabaya)

Untoro, Attira Dwisthi (2026) Pengaruh Emotional Design Terhadap Daya Tarik Dan Keputusan Mengunjungi Kafe (Studi Kasus: Kogu Space, Surabaya). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Beberapa tahun terakhir, industri kafe di Indonesia mengalami pertumbuhan pesat, terutama di kota-kota besar seperti Surabaya. Peningkatan jumlah gerai kafe dipicu oleh perubahan gaya hidup masyarakat dan munculnya budaya work from café di kalangan generasi muda, khususnya Generasi Z. Kafe kini tidak hanya berfungsi sebagai tempat menikmati kopi, tetapi juga sebagai ruang sosial, tempat bekerja, dan bagian dari gaya hidup urban. Fenomena ini mendorong persaingan antarkafe untuk menciptakan daya tarik unik yang memengaruhi preferensi dan keputusan konsumen, yang sering kali didasari oleh faktor emosional selain pertimbangan fungsional. Konsep Emotional Design yang dikemukakan oleh Donald Norman relevan untuk menjelaskan hubungan antara desain interior kafe dan pengalaman emosional pengunjung. Desain yang membangkitkan emosi positif melalui aspek viseral, behavioral, dan reflektif diyakini dapat memengaruhi persepsi, kepuasan, serta keputusan berkunjung. Penelitian ini menganalisis pengaruh Emotional Design terhadap daya tarik dan keputusan mengunjungi kafe dengan metode kualitatif deskriptif pada Kogu Space di Surabaya melalui wawancara, observasi, dan dokumentasi. Hasil penelitian diharapkan memberikan pemahaman mengenai bagaimana desain interior memicu reaksi emosional yang membentuk preferensi dan keputusan konsumen.
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In recent years, the café industry in Indonesia has experienced rapid growth, particularly in major cities such as Surabaya. The increase in the number of cafés has been driven by lifestyle changes and the rise of the work from café culture among younger generations, especially Generation Z. Cafés are no longer merely places to enjoy coffee but have evolved into social spaces, workplaces, and lifestyle destinations. This phenomenon encourages competition among café owners to create unique attractions that influence consumer preferences and visiting decisions, which are often driven by emotional rather than purely functional factors. Donald Norman’s Emotional Design concept is relevant in explaining the relationship between interior design and visitors’ emotional experiences. Designs that evoke positive emotions through visceral, behavioral, and reflective aspects are believed to influence perception, satisfaction, and visiting decisions. This study analyzes the influence of Emotional Design on café appeal and visiting decisions using a qualitative descriptive method conducted at Kogu Space in Surabaya through interviews, observations, and documentation. The results are expected to provide insights into how interior design trigger emotional responses that shape consumer preferences and visiting decisions.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Emotional Design, Perilaku Konsumen, Kafe Mandiri, Desain Interior, Consumer Behavior, Independent Café, Interior Design
Subjects:	N Fine Arts > NA Architecture > NA2750 Architectural design.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Interior Design > 90021-(S2) Master Thesis
Depositing User:	Attira Dwisthi Untoro
Date Deposited:	01 Aug 2026 03:50
Last Modified:	01 Aug 2026 03:50
URI:	http://repository.its.ac.id/id/eprint/140566

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