Relationship Mapping of Brand Sensuality Factors and Interior Design Characters of Popular Coffee Shop: In Z gens perception

Abstract

Drinking coffee is an ancient Indonesian culture as a morning habit before daily activities. This culture has been transformed into a new culture. Drinking coffee at a coffee shop imaged a trend and a social status. Therefore, this is a new challenge for coffee shop brand development in the industry 4.0 era. To develop a brand, besides prioritizing the product and its fads, there is one factor that has an important role: love mark factors. This factor not only increases brand attractiveness but also can increase consumer loyalty to the brand. Lovemark consists of brand love and brand respects factor. Brand love indicates by brand mystery, brand sensuality, and brand intimacy. Brand sensuality is an experience from many sensations built from consumers' sensory experiences by their five senses when they consume a certain product. It is very related to placemaking, mainly in interior design, aiming to create a certain ambiance and spatial experiences. Hence, this article aims to do a relationship mapping of popular coffee shop interior design to brand sensuality grades. Z generation (Z gens) in Bali will be a focus group in this article, considering that group will dominate the global economy until the next decade. Research data will be collected through online questionnaires and focus groups. The questionnaire is about their favorite coffee shop in Denpasar and questions about their visual, olfactory, auditory, and tactile sensations when they are in that certain coffee shop. All data about coffee shop interior-design characters will be categorized and analyzed by correlational analysis methods to coffee shop brand-sensuality grades. This article aims to give a formula about interior design elements that can increase the coffee shop brand's sensuality.