Factors Influencing Coffee Shop Visitors' Non-Verbal Communication Experience Based on the Choice of Colour and Interior Design Elements

Abstract

This study aims to identify factors that influence visitors' perceptions of color selection and interior design elements in coffee shops and their impact on non-verbal communication experiences and social interaction. A quantitative approach was employed, involving 135 randomly selected respondents, who were then analyzed through Exploratory Factor Analysis (EFA) to categorize variables related to visitors' perceptions of interior design. The instrument used was a questionnaire with a Likert scale, covering dimensions of comfort, visual appeal, social warmth, and spatial flexibility for activities. The analysis results reveal three main factors affecting visitors' non-verbal communication experience. The first factor, Individual and Visual Comfort, includes variables such as theme suitability, aesthetics, and lighting, with an eigenvalue of 1.691, explaining 24.16% of the variance. The second factor, Familiarity and Emotional Attachment, encompasses social warmth and spatial tranquility, with an eigenvalue of 1.476, accounting for 21.09% of the variance. The third factor, Flexibility and Social Activity, relates to spaces that support social engagement and productivity, with an eigenvalue of 1.129, explaining 16.13% of the variance. Together, these three factors account for 61.38% of the variance in visitor perception.