Interaksi Konsumen Generasi Z dengan Produk dalam Interior Retail Kecantikan Berdasarkan Kajian Affordance

Kuswardhani, Ebrielia Salsabila (2026) Interaksi Konsumen Generasi Z dengan Produk dalam Interior Retail Kecantikan Berdasarkan Kajian Affordance. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Fenomena meningkatnya kesadaran akan perawatan diri di kalangan Generasi Z mendorong berkembangnya berbagai toko ritel kecantikan di Indonesia. Tren ini tidak hanya menuntut kualitas produk, tetapi juga pengalaman berbelanja yang menyenangkan dan interaktif. Interior retail berperan penting dalam menciptakan pengalaman tersebut melalui affordance yakni potensi elemen ruang untuk memfasilitasi tindakan dan interaksi pengguna. Namun, sebagian besar penelitian terdahulu masih berfokus pada pengaruh elemen atmosfer toko terhadap perilaku pembelian secara kuantitatif, tanpa menelaah bagaimana affordance interior secara langsung mempengaruhi keterlibatan konsumen di dalam ruang. Penelitian ini bertujuan untuk menganalisis bagaimana affordance interior retail kecantikan berperan dalam mendorong interaksi antara produk dan konsumen Generasi Z. Metode yang digunakan adalah mixed methods, dengan dua tahapan utama. Tahap pertama bersifat kualitatif, dilakukan melalui observasi lapangan pada beberapa toko retail kecantikan di Yogyakarta untuk memetakan jenis affordance yang muncul berdasarkan kategori menurut Hartson (2003), yaitu cognitive, physical, sensory, dan functional affordance. Hasil pemetaan kemudian dianalisis menggunakan Function–Task–Interaction Matrix (FTIM) untuk mengaitkan fungsi elemen interior, tugas pengguna, dan bentuk interaksi yang terjadi. Tahap kedua bersifat kuantitatif, menggunakan kuesioner skala Likert untuk mengukur persepsi pengguna terhadap tingkat dominasi affordance yang ditemukan pada tahap pertama. Hasil penelitian diharapkan dapat mengidentifikasi affordance dominan yang paling berpengaruh terhadap keterlibatan pengguna Generasi Z di ruang retail kecantikan, serta menjelaskan hubungan antara konfigurasi interior dan pengalaman interaksi konsumen. Secara teoritis, penelitian ini berkontribusi pada pengembangan konsep affordance dalam konteks desain interior retail. Secara praktis, hasil penelitian dapat menjadi acuan bagi desainer dan pelaku industri kecantikan dalam merancang ruang ritel yang lebih interaktif, intuitif, dan sesuai dengan perilaku generasi muda.
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The growing awareness of self-care among Generation Z has driven the rapid expansion of beauty retail stores in Indonesia. This trend demands not only product quality but also engaging and interactive shopping experiences. The retail interior plays a crucial role in shaping such experiences through affordance, the potential of spatial elements to facilitate users’ actions and interactions. However, most previous studies have focused primarily on the quantitative effects of store atmosphere on purchasing behavior, overlooking how interior affordances directly influence consumer engagement within the space.
This study aims to analyze how interior affordances in beauty retail stores encourage interactions between products and Generation Z consumers. The research employs a mixed methods approach consisting of two main phases. The first, qualitative phase, involves field observations in several beauty retail stores in Yogyakarta to identify and categorize affordances based on Hartson’s (2003) framework: cognitive, physical, sensory, and functional affordances. The findings are then analyzed using the Function–Task–Interaction Matrix (FTIM) to connect interior functions, user tasks, and the resulting forms of interaction. The second, quantitative phase, utilizes a Likert-scale questionnaire to measure consumer perceptions of the dominance level of each affordance identified earlier.
The study is expected to reveal the dominant affordances that most strongly influence user engagement among Generation Z in beauty retail interiors and to explain the relationship between spatial configuration and consumer interaction experience. Theoretically, this research contributes to the development of affordance theory in retail interior design. Practically, it offers valuable insights for designers and beauty industry practitioners in creating more interactive, intuitive, and user-responsive retail spaces for the young generation.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	affordance, interior retail kecantikan, interaksi pengguna, Generasi Z, mixed methods, affordance, beauty retail interior, user interaction, Generation Z, mixed methods
Subjects:	N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK2115 Interior decoration
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Interior Design > 90021-(S2) Master Thesis
Depositing User:	Ebrielia Salsabila Kuswardhani
Date Deposited:	31 Jul 2026 04:13
Last Modified:	31 Jul 2026 04:13
URI:	http://repository.its.ac.id/id/eprint/140640

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