<![CDATA[ABSTRAK Pertumbuhan industri kafe di Kota Malang mendorong pelaku usaha untuk menghadirkan diferensiasi melalui desain eksterior dan interior guna menarik pengunjung serta menciptakan pengalaman ruang yang nyaman. Penelitian ini bertujuan menganalisis pengaruh elemen desain eksterior dan interior terhadap keputusan berkunjung pada kafe dengan berbagai gaya desain di Kota Malang. Objek penelitian terdiri atas lima kafe yang mewakili gaya Industrial, Rustic, Modern, Scandinavian, dan Japanese. Penelitian menggunakan metode kuantitatif deskriptif melalui observasi lapangan dan penyebaran kuesioner kepada 114 responden. Data dianalisis menggunakan perangkat lunak SPSS melalui uji validitas, uji reliabilitas, analisis distribusi frekuensi, dan mean score. Hasil penelitian menunjukkan bahwa kafe yang memperoleh penilaian lebih tinggi pada elemen desain eksterior dan interior cenderung memperoleh nilai keputusan berkunjung yang lebih tinggi. Cafe Ejji dengan gaya Japanese memperoleh nilai tertinggi pada seluruh variabel penelitian, sedangkan Cafe Kotask dengan gaya Scandinavian memperoleh nilai terendah. Temuan penelitian juga menunjukkan bahwa preferensi responden terhadap suatu gaya desain tidak selalu sejalan dengan penilaian terhadap kafe yang menerapkan gaya tersebut. Penilaian pengunjung cenderung lebih dipengaruhi oleh kualitas penerapan elemen desain dibandingkan oleh kategori gaya desain itu sendiri. Elemen yang paling konsisten memperoleh penilaian tinggi adalah pencahayaan interior, entrance, display window, surrounding area, dan furnitur. Temuan ini mengindikasikan bahwa keputusan berkunjung lebih berkaitan dengan pengalaman ruang yang terbentuk melalui kualitas penerapan elemen desain dibandingkan dengan karakter gaya desain semata. Kata kunci: Desain eksterior, desain interior, keputusan berkunjung, gaya desain kafe, minat berkunjung kembali ABSTRACT The rapid growth of the café industry in Malang City has encouraged business owners to create differentiation through exterior and interior design in order to attract visitors and provide a comfortable spatial experience. This study aims to analyze the influence of exterior and interior design elements on visiting decisions in cafés with different design styles in Malang. The research objects consisted of five cafés representing Industrial, Rustic, Modern, Scandinavian, and Japanese design styles. A descriptive quantitative approach was employed through field observations and questionnaire surveys involving 114 respondents. Data were analyzed using SPSS through validity and reliability tests, frequency distribution analysis, and mean score analysis. The results indicate that cafés receiving higher evaluations of exterior and interior design elements tend to achieve higher visitingdecision scores. Ejji Café, which adopts a Japanese design style, obtained the highest scores across all research variables, while Kotask Café, which applies a Scandinavian design style, received the lowest scores. The findings also reveal that respondents’ preferences for a particular design style do not always align with their evaluations of cafés implementing that style. Visitor assessments tend to be influenced more by the quality of design implementation than by the design style category itself. The design elements that consistently received the highest evaluations were interior lighting, entrance design, display windows, surrounding areas, and furniture. These findings suggest that visiting decisions are more closely associated with the spatial experience created through the quality of design implementation than with the design style alone. Keywords: exterior design, interior design, visiting decision, café design style, revisit intention ]]>
