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All Journal Prosiding Semnastek Al-Izzah: Jurnal Hasil-Hasil Penelitian
Putra, Yoga Rarasto
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Arts Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media Social Sciences

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Desain Komunikasi Visual Berbasis Segmentasi Pelanggan untuk H&M Terisia, Vany; Hastomo, Widi; Sestri, Elliya; Syamsu, Muhajir; Novitasari, Lyscha; Putra, Yoga Rarasto; Fiqhri, Zul; Sudarwanto, Pantja; Daruningsih, Kukuh
Prosiding Semnastek PROSIDING SEMNASTEK 2025
Publisher : Universitas Muhammadiyah Jakarta

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Abstract

Penelitian ini bertujuan untuk merancang strategi komunikasi visual berdasarkan segmentasi pelanggan pada industri fashion retail, studi kasus pada H&M Group. Data diambil dari dataset H&M Personalized Fashion Recommendations di Kaggle dan diolah dengan pendekatan RFM (Recency, Frequency, Monetary) serta algoritma K-Means clustering untuk mengidentifikasi tipe pelanggan. Hasil analisis menunjukkan tiga klaster utama: pelanggan bernilai tinggi, sedang, dan rendah. Berdasarkan hasil tersebut, dirancang pendekatan visual yang berbeda untuk setiap segmen, baik dalam desain iklan digital maupun visual merchandising. Penelitian ini memberikan kontribusi dalam pengambilan keputusan pemasaran visual yang berbasis data untuk meningkatkan retensi pelanggan.
Kufic Calligraphy as a Digital Da‘wah Medium on @kufislami’s Instagram for Millennials: A Visual–Semiotic Case Study Putra, Yoga Rarasto; Novitasari, Lyscha
Al-Izzah: Jurnal Hasil-Hasil Penelitian Vol 20, No. 1, Mei 2025
Publisher : Institut Agama Islam Negeri Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/ai.vi.11062

Abstract

The development of information technology has given rise to a digital generation that is increasingly connected to various social media platforms. Instagram, as one of the most popular social media platforms, is closely tied to millennials because it provides information quickly, practically, and accessibly through mobile phones. This condition opens new opportunities for the development of Islamic da’wah to transform from conventional patterns into more creative and innovative models. The Instagram account @Kufislami represents this transformation by presenting Kufi calligraphy as a form of decorative art that serves as a medium for modern visual da’wah. This study aims to examine how Kufi calligraphy is used as a medium of digital da’wah that appeals to the millennial generation. The method employed is a case study with Charles Sanders Peirce’s visual semiotic approach, which analyzes signs, symbols, and meanings in the Kufi calligraphy works published through the @Kufislami account. This method explores how the use of visual signs in synergy with design elements such as form, composition, and color generates visually appealing and meaningful aesthetics. The research was conducted by randomly selecting samples of calligraphy posts from 2022 to 2023, featuring excerpts from verses of the Qur’an. The findings indicate that the exploration of Qur’anic verses in the form of Kufi calligraphy produces unique, aesthetic, and contextual visual da’wah messages, thereby expanding the reach of Islamic da’wah in the digital era. Khat Murabba employed in the design of Kufi calligraphy is a decorative khat that is highly flexible and can be developed into various design forms and modern trends favored by young generations.
Co-Authors Daruningsih, Kukuh Fiqhri, Zul Lyscha Novitasari Sestri, Elliya Sudarwanto, Pantja Syamsu, Muhajir Vany Terisia Widi Hastomo