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Today we are facing an era where the massive usage of Instagram has been utilized as a means of competitive marketing between hospitality industries, namely coffee shops. The more hashtags of a particular coffee shop indicate its prospect to gain popularity and win the market competition. Instagram users also benefits the coffee shop owners through their personal photo documentations that become a costless marketing. Although there have been numerous discussions about how aesthetic interior design and visual advertising increases the customer visits to coffee shops, there is still a lack of information about specific interior elements that are frequently framed on Instagram photos. Thus, this paper aims to explore interior elements on Instagram photos at contemporary coffee shops in order to find a particular interior element or setting which is more preferable as a photo background or object. This study is performed through the content analysis method with Instagram photo samples of 180 Coffee and Music, Mimiti Coffee and Space, Sejiwa, and Sydwic, all of which have more than a thousand hashtags on Instagram and represent various interior design styles. The result shows vegetation and concrete wall as the most preferred interior elements, accompanied by monochromatic color tone of the furniture or decoration. This result is able to contribute a form of knowledge to both designers and coffee shop owners to keep the continuation of this business industry by giving more considerations on the preferable interior elements.

Preferable Interior Elements On Instagram Photos At Contemporary Coffee Shops