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p-Index From 2021 - 2026
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All Journal Ultimart: Jurnal Komunikasi Visual International Journal of Business Studies
Margaretha Margawati van Eymeren
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Art of Luxury: Sealy Brand Personality Identification Rudy Prilto Lesmana; Margaretha Margawati van Eymeren; Ferdinand Fransiscus Tanuwidjaja
International Journal of Business Studies Vol 5 No 2 (2021): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v5i2.183

Abstract

Sealy is one of luxury mattress brands in the global market that since 2013 strives to have a successful business in the Indonesia luxury mattress market. In Indonesia, Sealy competes directly with many top collection models from several other international mattress brands. To face the competition, Sealy needs brand personality. This research aims to identify Sealy's brand personality, which can be used as a guideline for the company when setting up its marketing communication plan. This research's methods are qualitative, and as desk research, the unit analysis are both product-related and non-product-related characteristics of Sealy that called drivers. This research constructs a category based on 42 traits, 15 facets, and 5 dimensions of Aaker’s brand personality framework to analyze Sealy's specific brand drivers. The result is that Sealy main personalities are leader and upper class from competence and sophistication dimensions.
Memahami Persepsi Visual: Sumbangan Psikologi Kognitif Dalam Seni Dan Desain Margaretha Margawati van Eymeren
ULTIMART Jurnal Komunikasi Visual Vol 7 No 2 (2014): Ultimart: Jurnal Komunikasi Visual
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (997.329 KB) | DOI: 10.31937/ultimart.v7i2.387

Abstract

Perception is nature to human being. Through perception our brain organizes information from surrounding and interprets them. The process of perception can be explained scientifically by psychology that along with other branch of sciences in anthropology and philosophy can support art and design to understand their process of creativity. Bias in perception also nature, but what is nature to human being can be learnt and become a specific guidance in the process of creativity. Artists, especially, often using the nature of bias perception to precede their work.
Co-Authors Ferdinand Fransiscus Tanuwidjaja Rudy Prilto Lesmana