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All Journal Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Jurnal CREATIVA SCIENTIA
Sugiyarto, Eko Agung
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Religion Arts Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Peran Estetika Desain Komunikasi Visual Dalam Meningkatkan Daya Beli Konsumen Di Media Sosial Sugiyarto, Eko Agung; Maryami
Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) Vol 6 No 03 (2025): Desember
Publisher : Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik USB YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/buanakomunikasi.2025.6.03.5198

Abstract

In the internet era dominated by social media, visual communication styles greatly influence customer perceptions and behavior. The purpose of this study is to further explore how visual aesthetics, particularly in terms of Instagram feed design, influence the purchasing power of young female customers in the city of Yogyakarta. Since women are often considered a potential target market with high consumption levels, this phenomenon is interesting to study. This study employs a descriptive qualitative research method by conducting in-depth interviews with millennials in Yogyakarta. The findings reveal that the design of online stores' Instagram feeds is significantly influenced by visual aesthetics. If the visual design presented is appealing, innovative, and aligns with the buyer's personal style, they are more likely to be interested and decide to purchase the product. These results indicate that online businesses should prioritize investing in high-quality visual design..
PENGAPLIKASIAN MOTIF TRADISIONAL PADA DESAIN KEMASAN KECAP CAP GENTONG SEBAGAI STRATEGI PENGUATAN BRAND LOKAL Sugiyarto, Eko Agung; Maryami
CREATIVA SCIENTIA Vol 3 No 1 (2026): CREATIVA SCIENTIA
Publisher : Universitas Utpadaka Swastika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70429/creativascientia.v3i1.309

Abstract

The purpose of this study is to examine and integrate traditional Gentong motifs from Bantul Regency into the packaging design of Kecap Cap Gentong, a small and medium-sized enterprise (SME) product in the Special Region of Yogyakarta (DIY). By using a culture-based design approach, you can enhance local brand identity, increase product competitiveness, and expand market reach. Using a qualitative semiotic methodology, this study investigates the visual and symbolic meanings of applying Gentong motifs to packaging design, as well as how this impacts consumer perception and brand identity reinforcement. The study shows that the reconstruction of traditional motifs into modern packaging design is able to visually represent local cultural values and create aesthetic appeal that is in line with modern consumer preferences. The integration of traditional motifs not only serves as a decorative element, but also functions as a visual communication tool that strengthens the reputation of local brands and makes products unique in a competitive market.
Co-Authors Maryami