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Abstrak :
Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh servicescape terhadap emotional states, perceived value dan behavioral intention konsumen The House of Raminten Café Cabang Kotabaru Yogyakarta. Pendekatan ini menggunakan pendekatan kuantitatif dan kualitatif. Pendekatan kuantitatif menggunakan sampel sebanyak 164 pengunjung The House of Raminten Café Cabang Kotabaru Yogyakarta dengan nonprobability sampling serta teknik convenience sampling.Pendekatan kualitatif dilakukan dengan indepth interview kepada 10 responden yang pernah berkunjung ke The House of Raminten Café Cabang Kotabaru Yogyakarta.Instrumen penelitian kuantitatif menggunakan kuesioner yang dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian kuantitatif menunjukkan bahwa terdapat pengaruh yang signifikan dan positif dari servicescape terhadap positive emotion. Selain itu, servicescape berpengaruh negatif terhadap negative emotions (partly supported). Positive dan negative emotion juga mempunyai pengaruh signifikan terhadap behavioral intention. Servicescape juga berpengaruh terhadap perceived value (partly supported). Perceived value berpengaruh secara signifikan terhadap behavioral intention. Emotional States baik positive maupun negative emotion berpengaruh secara signifikan terhadap perceived value. ......The objective of this research is to analyze the influence of servicescape towards emotional states, perceived value, and behavioral intention by consumers of The House of Raminten Cafe Kotabaru Yogyakarta. This research applies quantitative and qualitative approach. Quantitative approach was conducted by using 164 sample of visitors of The House of Raminten Cafe Kotabaru Yogyakarta, which was collected nonprobability sampling and convenience sampling technique. Qualitative approach was conducted with indepth interview to 10 respondents who have visited The House of Raminten Cafe Kotabaru Yogyakarta. Quantitative research instrument used were questionnaire and was analyzed using Structural Equation Modelling (SEM). This research result that servicescape has significant influence towards emotion. Servicescape also had negative influence towards negative emotions (partly supported). Both of positive and negative emotion also have significant influence towards behavioral intention. Servicescape also has influence towards perceived value (partly supported). Perceived value has influence towards behavioral intention. Emotional states even positive or negative emotion has influence significantly towards perceived value.

Abstrak :
Industri online retailing semakin berkembang pesat di Indonesia, dengan produk pakaian menjadi salah satu kategori produk yang paling sering dibeli secara online. Saat mengunjungi apparel website, konsumen terpapar desain website dan informasi produk. Warna merupakan salah satu elemen desain website. Sedangkan tampilan produk berperan sebagai informasi bagi konsumen karena konsumen tidak dapat melihat dan menyentuh pakaian secara langsung. Tampilan produk dan warna menjadi stimulus bagi konsumen. Karya akhir ini bertujuan untuk menganalisa apakah tampilan produk dan warna menghasilkan respon konsumen yang berbeda-beda setelah mengunjungi website, yang dapat dilihat melalui emosi, sikap konsumen terhadap website, dan niat pembelian melalui website. Dari penelitian ini dapat disimpulkan bahwa terdapat perbedaan emosi dan sikap konsumen berdasarkan tampilan produk dan warna suatu website, yang akhirnya mempengaruhi niat beli konsumen. ......Online retailing industry is growing rapidly in Indonesia, with clothing products become one of the most frequently purchased online. When visiting an apparel website, consumers exposed to website design and information regarding the product. Color is one of the elements of the website design. Whereas the product presentation serves as information for consumer because they can’t see and touch the clothes directly. Product presentation and color become a stimulus for consumers. This thesis aims to analyze whether the product presentation and colors generate different consumer response after visiting the website, which can be seen through the emotion, consumer attitude toward the website, and purchase intention through the website. From this study, it can be concluded that there is a difference of emotion and consumer attitude based on product presentation and color of an apparel website, which ultimately affects their purchase intention.