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All Journal Jurnal Administrasi Bisnis Jurnal Manajemen Teknologi Journal The Winners CommIT (Communication & Information Technology) Jurnal Sosioteknologi Journal of Visual Art and Design ANDHARUPA Jurnal Bahasa Rupa Visualita : Jurnal Online Desain Komunikasi Visual Humaniora Besaung : Jurnal Seni Desain dan Budaya International Journal of Visual and Performing Arts VCD (Journal of Visual Communication Design) Jurnal Visual Indonesian Journal for Social Responsibility Narada : Jurnal Desain dan Seni Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Kalatanda : Jurnal Desain Grafis dan Media Kreatif Charity : Jurnal Pengabdian Masyarakat Journal La Sociale Mavis : Jurnal Desain Komunikasi Visual Indonesian Journal of Multidisciplinary Science Jurnal Manajemen dan Kewirausahaan Jurnal Desain Komunikasi Visual Nirmana ASEAN Marketing Journal eProceedings of Art & Design Jurnal Indonesia Sosial Teknologi Interaksi : Jurnal Pengabdian Kepada Masyarakat Jurnal Bahasa Rupa Serat Rupa: Journal of Design Jurnal Bahasa Rupa
Wirania Swasty
Universitas Telkom
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences

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Journal : ASEAN Marketing Journal

 1 
UTILIZATION OF EYE TRACKING TECHNOLOGY IN DESIGN AND MARKETING DECISION MAKING Mustikawan, Arry; Swasty, Wirania; Naufalina, Fariha Eridani
ASEAN Marketing Journal Vol. 13, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Original paper Research Aims: This study aims to reveal whether combination display affects fixation count and duration. Design/methodology/approach: This study used eye tracking methods in data collection and packaging design testing from the results of previous study. Respondents who participate were 40 people from teenagers and young adults. The collected data were analyzed quantitatively by the amount of fixation and processed by the Multivariate Analysis of Variance (MANOVA) test. Research Findings: From the statistical data on Baba Nana Brand, the average duration of the respondents did not show any difference in the study. However, the number of variables showed differences in the whole study. In other words, the respondent's gaze is quite a lot and often looks at the Baba Nana. It was revealed that the Baba Nana as a brand that is not yet on the market turned out to be quite attractive to respondents. Theoretical Contribution/Originality: Utilization of eye tracking technology in design and marketing decision making. Practitioner/Policy Implication: Marketers can utilize eye tracking technology in making design and marketing decisions, mainly when launch a new product to the market. Research limitation/Implications: Further research can study whether the fixation count and duration variable duration affects the consumer's statement of product interest.
Co-Authors AHMAD ZAKIYY MAYMUN Ajie Nur Rochmawan Akmal Bintang Alafanta, Bayu Riski Aldi Hendrawan Ananda Risya Triani Andreas Rio Adriyanto Annisa, Naira Pelangi Ari Riadi Arry Mustikawan Arumsari, Risky Yantami Arumsari, Rizky Yantami Arzeli, Farand Ahmad Asri Dwiputri Atria N Fadilla Aulia Hanifunisa Azhari, Irfan Bijaksana Prabawa Citra Puspita Sari Darin Nugraha Wirasasmita Darmawan, Raden Muhammad Angga Didit Widiatmoko Diena Yudiarti Dikmas Yanfaunas Putera, Dikmas Yanfaunas Eko Cahyo Kusumo Wibowo Emiya Yolanda Br Kaban Fariha Eridani Naufalina Fayyaza, Naira Rizqa Fitriani Nur Utami Hanifunisa, Aulia Hibatullah, Muhammad Raihan Jiwa Utama Lailla Nur Rohmah Lasmana, Ravi Julian Lira Anindita Utami Marheni Eka Saputri Maria Josef Retno Budi Wahyuni Mediany Kriseka Putri Mohamad Tohir Mohammad Isa Pramana Koesoemadinata Mohd Pahme, Nur Faizah Mohd Shuib, Ahmad Sofiyuddin Nadia Sigi Prameswari Nisa Eka Nastiti Nur Auliani Puteri Rushar Nur Sheha Gunawan, Ahmad Nurul Fitriana Bahri Pasha, Dea Amelia Patra Aditia Pratama, Federico Doriana Prima, Rizky Arie Rahmawardani, Aulia Rahmi, Lutfia Fatihah Rahmiati Aulia Ramadhani, Ayudhia Gita Ramadhanty, Windy Ramzy Adzhar Ramzy Adzhar Riadi, Ari Riksa Belasunda Rizka Rachmawati Rizki Yantami Arumsari Rizqullah, Mohamad Farid Riztama Prawita Romadhoni, Bobby Ronggowarsito, Bimahadi Ilmawan Rushar, Nur Auliani Puteri Rysanti, Alya Sabariah, Nur Sabrina, Keysia Shafa Salsabila, Salma Alya Sasti, Rilis Akista Tria Sheila Andita Putri Siti Clara Siti Hajar Komariah Situmorang, Rama Sadrakh Soewardikoen, Didiet Widiatmoko Sri Soedewi Sugandani, Muhamad Al Bait Syifa Nurgaida Yutia Widiatmoko Soewardikoen, Didit Windy Ramadhanty Wirasasmita, Darin Nugraha Yanuar Rahman