Aretha, Fabianty Edgar (2026) Analisa Penataan Ruang Showroom Berbasis Experience Economy Dan Kaitannya Dengan Kecenderungan Pengunjung Menghasilkan User Generated Content (UGC) Studi Kasus : IKEA Ciputra World Surabaya. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
IKEA dikenal sebagai ritel furnitur yang menghadirkan pengalaman berbelanja melalui showroom tematik dengan simulasi ruang hunian dan pola sirkulasi yang mendorong eksplorasi pengunjung. Pendekatan ini sejalan dengan konsep Experience Economy yang memandang pengalaman sebagai nilai utama yang terbentuk melalui dimensi entertainment, education, esthetics, dan escapism. Pengalaman yang dirasakan oleh pengunjung dapat berkembang menjadi aktivitas dokumentasi dan berbagi konten di media sosial dalam bentuk user-generated content (UGC). Namun, penelitian mengenai keterkaitan antara penataan ruang, pengalaman pengunjung, dan kecenderungan menghasilkan UGC di showroom ritel furnitur di Indonesia masih terbatas. Penelitian ini menganalisis pemaknaan pengunjung terhadap pengalaman ruang showroom IKEA Ciputra World Surabaya berdasarkan dimensi Experience Economy yang ditinjau melalui elemen fisik ruang (servicescape), serta menganalisis keterkaitannya dengan kecenderungan pengunjung menghasilkan user-generated content (UGC). Penelitian menggunakan pendekatan kualitatif deskriptif dengan pengumpulan data melalui observasi nonpartisipatif, kuesioner terbuka, dan wawancara semi-terstruktur. Analisis data dilakukan menggunakan hybrid coding, thematic analysis, dan meaning condensation, kemudian disintesiskan melalui triangulasi. Hasil dari penelitian ini menunjukkan bahwa penataan ruang showroom IKEA membentuk potensi pengalaman melalui simulasi aktivitas domestik yang didominasi oleh dimensi escapism. Namun, hasil triangulasi memperlihatkan bahwa pengalaman yang paling banyak dimaknai pengunjung pada beberapa area showroom justru berkaitan dengan dimensi education sebagai sumber inspirasi dan referensi penataan ruang, serta dimensi esthetics melalui kualitas visual dan suasana ruang. Perbedaan ini menunjukkan bahwa pengalaman yang dibentuk melalui penataan ruang tidak selalu menjadi pengalaman yang paling kuat dirasakan oleh pengunjung. Dalam kaitannya dengan kecenderungan menghasilkan UGC, dimensi esthetics menjadi pendorong utama karena kualitas visual ruang mendorong pengunjung untuk mendokumentasikan pengalaman mereka. Peran ini diperkuat oleh dimensi education yang mendorong dokumentasi sebagai referensi interior dan arsip visual. Penelitian ini juga menunjukkan bahwa hubungan antara penataan ruang dan kecenderungan menghasilkan UGC berlangsung secara bertahap, yaitu melalui pembentukan pengalaman oleh servicescape, pemaknaan pengalaman melalui dimensi Experience Economy, dan keputusan membagikan konten yang dipengaruhi oleh faktor personal pengunjung.
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IKEA is known as a furniture retailer that offers a shopping experience through themed showrooms featuring simulated living spaces and circulation patterns that encourage visitors to explore. This approach aligns with the concept of the Experience Economy, which views experience as the primary value formed through the dimensions of entertainment, education, aesthetics and escapism. The experiences felt by visitors can develop into activities involving the documentation and sharing of content on social media in the form of user-generated content (UGC). However, research into the relationship between spatial design, visitor experience and the tendency to produce UGC in furniture retail showrooms in Indonesia remains limited. This study analyses visitors’ interpretations of their experience of the IKEA Ciputra World Surabaya showroom based on the dimensions of the Experience Economy, examined through the physical elements of the space (servicescape), and analyses the relationship between these and visitors’ tendency to produce user generated content (UGC). The study employs a descriptive qualitative approach, with data collected through non-participatory observation, open-ended questionnaires, and semi-structured interviews. Data analysis was carried out using hybrid coding, thematic analysis and meaning condensation, and the findings were synthesised through triangulation. The results of this study indicate that the spatial layout of the IKEA showroom shapes the potential for experience through the simulation of domestic activities, which is dominated by the dimension of escapism. However, the triangulation results show that the experiences most frequently interpreted by visitors in certain areas of the showroom are in fact linked to the dimension of education—as a source of inspiration and reference for interior design—and to the dimension of aesthetics, through the visual quality and atmosphere of the space. This discrepancy suggests that the experiences shaped through spatial design are not always the ones most strongly felt by visitors. In relation to the tendency to generate UGC, the ‘aesthetics’ dimension is the primary driver, as the visual quality of the space encourages visitors to document their experiences. This role is reinforced by the ‘education’ dimension, which encourages documentation as a reference for interior design and a visual archive. This study also shows that the relationship between spatial design and the tendency to produce UGC unfolds in stages: through the shaping of experiences by the servicescape, the interpretation of experiences through the dimensions of the Experience Economy, and the decision to share content, which is influenced by visitors’ personal factors.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | N Fine Arts > NA Architecture 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: | Fabianty Edgar Aretha |
| Date Deposited: | 03 Aug 2026 01:30 |
| Last Modified: | 03 Aug 2026 01:30 |
| URI: | http://repository.its.ac.id/id/eprint/141390 |
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