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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

Show Abstract | Download Original | Original Source | Check in Google Scholar

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.
PENERAPAN METODE DESIGN THINKING PADA PERANCANGAN WEBSITE UMKM KIRIHUCI Soedewi, Sri; Mustikawan, Arry; Swasty, Wirania
Visualita Jurnal Online Desain Komunikasi Visual Vol 10 No 2 (2022)
Publisher : Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4118.529 KB) | DOI: 10.34010/visualita.v10i02.5378

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The rapid growth of MSMEs in West Java and the decline in consumer purchasing power due to the pandemic can cause MSME to innovate their products and carry out broader marketing/promotion strategies to survive and compete with similar businesses. MSME can use a website to increase product marketing as one of the promotional media. The advantage of a website can reach consumers widely, globally, and anyone can access it anywhere. Kirihuci is one of the SMEs from Bandung West Java, with good potential business but has not used the website as a promotional medium. The purpose of this study was to design the Kirihuci SMEs website using the Design Thinking method. The method focused on the user interface, user empathy, and user experience. Mixed-method is the research method, by conducting observations, interviews, distributing questionnaires, and searching for data literature through books or journals related to research. The results obtained in this study are the application of the Design Thinking method to the design of the Kirihuci UMKM website has provided convenience for its users. The results are from user feedback carried out at the usability testing stage regarding the appearance of the website interface design with good results.
Sign System in Sport and Leisure Facility: A Study Case of Bandung Giri Gahana Golf & Resort Rizky Arie Prima; Wirania Swasty
VCD Vol. 2 No. 1 (2017)
Publisher : Universitas Ciputra

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1152.345 KB) | DOI: 10.37715/vcd.v2i1.569

Abstract

Sign systems are presented in sign programs in which there is information as well as navigation for visitors to a destination. This paper is a case study of Bandung Giri Gahana Golf and Resort as one of the sport and leisure facilities in Bandung. The identified problem is that the signage does not have a single unified / clear system. In this case study, the methods used in data collection consist of observation, interviews, and literature study. For the analysis method using matrix analysis. The sign system design is made to add visual attractiveness that is presented to the visitors, to beautify the facility area location and to assist the visitors in finding the facilities in the area. The purpose of this study is to create a sign system as an informative and effective visual communication to local and foreign visitors, as well as to provide a visual appeal to increase brand awareness.
Perancangan Label Kemasan UMKM Kirihuchi Sebagai Media Promosi Untuk Meningkatkan Pemasaran Produk Soedewi, Sri; Mustikawan, Arry; Swasty, Wirania; Mohd Pahme, Nur Faizah; Mohd Shuib, Ahmad Sofiyuddin
Visualita Jurnal Online Desain Komunikasi Visual Vol 12 No 2 (2024): April 2024
Publisher : Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/visualita.v12i2.8952

Abstract

Product packaging is an effective marketing tool that can influence buyer decisions, increase product selling value, and increase sales. The packaging of the Kirihuci, MSME product from Bandung produces chips made from Cilembu sweet potato has little selling value because it only uses ordinary plastic with packaging labels attached and does not contain complete information needed by consumers. The problem is Cilembu sweet potato chips are prone to breakage. Design packaging and attractive packaging labels are necessary to keep good quality of food and influence consumers. Qualitative research methods are used by conducting observations, interviews, and literature studies to collect design audits and obtain creative briefs. Then the analysis is carried out to get the packaging design references. The research is to purpose a packaging design with the Primary Display Panel standards (color, typography, visuals, and elements on the packaging). So, it can influence consumer purchasing decisions and can improve product marketing.
Pemetaan Desain Kemasan Produk UMKM Makanan: Analisis Visual di Toko Oleh-Oleh Bandung Berdasarkan Jenis, Bentuk, Material, dan Teknik Cetak Yudiarti, Diena; Prabawa, Bijaksana; Swasty, Wirania; Salsabila, Salma Alya
Visualita Jurnal Online Desain Komunikasi Visual Vol 12 No 2 (2024): April 2024
Publisher : Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/visualita.v12i2.11258

Abstract

Improving the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the food sector, especially in the city of Bandung, is an ongoing challenge. One key aspect that can enhance the competitiveness of food MSMEs is effective product packaging design. However, MSMEs often face obstacles in creating packaging designs that align with market trends due to limited resources. Therefore, this research aims to conduct a mapping of packaging designs for food MSMEs in souvenir shops in Bandung, focusing on the types of designs, shapes, materials, and printing techniques used. This study employs a qualitative descriptive approach with observational methods, analyzing visual data. The results reveal that the majority of packaging consists of primary packaging, featuring folding carton and stand-up pouch forms, primarily utilizing offset printing and direct print decorations. The most frequently used material is cardboard. This research can serve as a guide for MSMEs in the Bandung region to innovate their packaging designs. The findings are expected to contribute to enhancing the competitiveness of food MSMEs in Bandung and its surrounding areas.
Warna sebagai Identitas Merek pada Website Swasty, Wirania; Utama, Jiwa
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 3 No. 01 (2017): February 2017
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v3i01.1294

Abstract

Abstrak Website merupakan salah satu alat komunikasi berupa pemasaran-online interaktif yang dirancang untuk melibatkan pelanggan agar dapat meningkatkan kesadaran dan citra merek, atau memicu penjualan produk dan jasa. Website relatif terjangkau terutama bagi Usaha Mikro Kecil dan Menengah (UMKM). Permasalahan yang dihadapi UMKM di antaranya lemahnya kegiatan branding dan promosi serta kurang ahli dalam penguasaan teknologi. Menjembatani hal ini, maka diperlukan studi mengenai identitas merek pada website. Studi ini bertujuan untuk memberikan pemahaman akan pemanfaatan warna dalam identitas merek yang diaplikasikan pada website perusahaan. Diharapkan studi ini dapat berguna bagi UMKM dalam membangun merek dan melakukan program pemasaran dengan memanfaatkan warna identitas.Studi diawali dengan pengumpulan data melalui tinjauan literatur terkait dengan warna dan desain antarmuka website. Observasi kemudian dilakukan pada tiga website (zananachips.com, sneaklinid.com, dan kandurastudio.com) sebagai studi kasus, yang merupakan situs resmi UMKM dari Bandung. UMKM yang digunakan sebagai studi kasus dipilih secara acak dari berbagai industri (makanan, layanan, dan kerajinan). Kuesioner yang dibagikan kepada responden secara acak kepada warga Kota Bandung dan sekitarnya. Dari studi ini terungkap bahwa Zanana dinilai telah berhasil memanfaatkan peranan warna dalam membangun merek. Studi ini juga menyarankan bahwa penerapan warna yang konsisten juga dapat menjadi faktor penentu suatu sistem identitas visual.  Kata Kunci: identitas, merek, UMKM, warna, website AbstractWebsite is one of communication tool in the form of interactive online marketing which is designed to engage the customer in order to increase awareness and brand image, or trigger sales of products and services. Website relatively affordable, especially for Small and Medium Enterprises (SMEs). The problem faced by SMEs are weak branding and promotional activities as well as the lack of experts in the mastery of technology. Bridging this gap, the study of brand identity on the website is required. This study aims to provide an understanding of the use of color in brand identity that was applied to the company's website. This study is expected to be useful for SMEs in brand building and conducting marketing programs by utilizing color identity. The study begins with data collection by literature review related to the color and design of the website user interface. Observation on three websites (zananachips.com, sneaklinid.com, dan kandurastudio.com) as a multiple case study is carried out, which is the official website of the SMEs Bandung. SMEs that are used as a case study were randomly selected from a variety of industries (food, service, and crafts). The questionnaire distributed to respondents randomly to the citizens of Bandung and its surroundings. It was revealed that Zanana considered to have successfully utilized the role of color in brand building. This study also suggests that the application of consistent color can also be a determining factor of a visual identity system.  Keywords: identity, brand, SMEs, color, website
Perancangan Identitas Visual dan Pengaplikasian pada Media Promosi Museum Sri Baduga Putera, Dikmas Yanfaunas; Swasty, Wirania
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 3 No. 02 (2017): August 2017
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v3i02.1497

Abstract

ABSTRAKKota Bandung merupakan kota yang menjadi tujuan wisata, terdapat tempat-tempat wisata yang dapat dikunjungi di Bandung dari mulai pusat perbelanjaan, wisata alam hingga museum. Selain terkenal sebagai kota wisata, kota Bandung pun terkenal sebagai pusat kebudayaan Sunda. Untungnya di kota Bandung terdapat museum yang khusus menyimpan peninggalan kebudayaan Sunda yaitu Museum Sri Baduga sebagai tempat memplejarai kebudayaan Sunda. Namun, generasi muda sebagai generasi penerus kebudayaan kini kurang memiliki minat dalam mengunjungi museum Sri Baduga. Perancangan diperlukan guna menumbuhkan minat pemuda, dengan merancang identitas visual dan pengaplikasiannya pada media promosi museum Sri Baduga. Guna dapat merancang identitas visual dan media promosi nya, maka tentu observasi, wawancara, kuesioner, ilmu tentang ruang lingkup, nilai dan keunggulan adalah metode yang dilakukan guna mendapatkan konsep untuk hasil karyanya. Setelah mendapatkan sebuah kesimpulan dan solusi yang didapat dari metode tersebut, baru dapat diterapkan pada Logo, Brosur, Billboard, dan poster. Perancangan identitas visual dan media promosi museum Sri Baduga ini bertujuan dalam meningkatkan minat pemuda untuk mau mengunjungi museum Sri Baduga agar pemuda sebagai generasi penerus ini, dapat mempelajari kebudayaan sunda, dengan begitu diharapkan dapat melestarikan budaya sunda.  Kata Kunci: identitas visual, media promosi, museum sri baduga, sunda, Perancangan.  ABSTRACTBandung is a tourist destination, there are places that tourists can visit in Bandung, from mall, natural tourism, to museum. Besides Bandung is well-known for a tourist destination, Bandung is also the center of culture of Sunda. Fortunately, there is a museum in Bandung that keeps the Sunda heritage, which is Sri Baduga Museum, as a place to study the culture of Sunda. However the adolescents as the next generation has less interes in visiting Sri Baduga Museum. Designing visual identity and promotion media is necessary in order to increase adolescents’ interest. In designing visual identity and promotion media, methods like observation, interview, questioner, value and exellency should be done. Those methods will be performed to get a concept for the outputs. After getting a conclusion and a solution from the methods, then it will be applied on Logo, Brochure, Billboard, and Poster. Designing visual identity and promotion media has a purpose in increasing adolescents’ interest to visit Sri Baduga Museum. So that, adolescents as the next generation could study the culture of Sunda, therefore they could conserve the culture of Sunda as it is expected.  Keyword: Design, Sri Baduga museum, promotion media, sunda, visual identity.
Logo dan Signage sebagai Identitas Visual (Studi Kasus: Stadion Gelora Bandung Lautan Api) Pratama, Federico Doriana; Swasty, Wirania
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 4 No. 02 (2018): August 2018
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v4i02.1598

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AbstrakStadion Gelora Bandung Lautan Api sebagai kasus studi merupakan stadion terbesar di Kota Bandung yang dirancang berstandar internasional dan diklaim menjadi stadion termegah se-Indonesia. Stadion yang mampu menampung 72.000 orang ini adalah salah satu potensi yang luar biasa bagi Bandung. Menjadi stadion terbesar di Jawa Barat, signage memiliki peranan penting agar memudahkan pengunjung untuk menuju ke lokasi yang akan dituju dengan cepat dan tepat. Beberapa area pada Stadion Bandung Lautan Api belum memiliki signage yang informatif, selain itu desain signage juga belum menunjukan konsistensi dan ciri khas dari stadion. Metode pengumpulan data yang digunakan yaitu observasi, wawancara, kuesioner dan studi pustaka. Adapun analisis data menggunakan matriks perbandingan. Hasil akhir berupa perancangan signage Stadion Gelora Bandung Lautan Api yang informatif dan menunjukkan identitas bangunan stadion maupun identitas Kota Bandung. Perancangan ini diharapkan dapat membantu pengunjung Stadion Gelora Bandung Lautan Api menemukan informasi atau arah sehingga mudah menuju tempat yang mereka inginkan dengan cepat dan tepat selama berada di dalam dan luar stadion. Kata Kunci: identitas visual, signage, Stadion Gelora Bandung Lautan Api AbstractGelora Bandung Lautan Api Stadium as a case study is the largest stadium in Bandung designed internationally and claimed to be the grandest stadium in Indonesia. The stadium that can accommodate 72,000 people is one of the tremendous potential for Bandung. Being the largest stadium in West Java, signage has an important role to facilitate visitors to get to the location to be addressed quickly and precisely. Some areas at Gelora Bandung Lautan Api Stadium have no informative signage, moreover the signage design has not shown the consistency and characteristic of the stadium. The data collection used are observation, interview, questionnaire and literature study. The data analysis used comparison matrix. The result of the design of signage Gelora Bandung Lautan Api Stadium that informative and show the identity of the building and Bandung identity. This design is expected to help visitors to find information or directions easyly to get to where they want quickly and precisely while inside and outside the stadium. Keywords: visual identity, signage, Gelora Bandung Lautan Api Stadium
Perancangan Ulang Logo dan Media Promosi CV. Kinandang Putera sebagai Penguatan Identitas Visual Darmawan, Raden Muhammad Angga; Swasty, Wirania
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 4 No. 02 (2018): August 2018
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v4i02.1613

Abstract

AbstrakSaat ini produk mebel di Indonesia sudah diakui oleh dunia dan kegiatan industri mebel di Indonesia sendiri mendapat dukungan penuh dari pemerintah dengan mengadakan pameran dan penyuluhan bagi pelaku industri mebel di Indonesia, hal ini tentu merupakan kabar baik bagi para pelaku industri mebel. Dengan besarnya jumlah masyarakat Indonesia dan perekonomian yang terus maju tentu kebutuhan mebel akan semakin meningkat. CV. Kinandang adalah salah satu penyedia jasa pembuatan produk mebel di Jakarta, namun perusahaan ini mengalami banyak masalah dengan identitas visual dan media promosinya yang menyebabkan turunnya penjualan dan menghambat kelangsungan perusahaan. Dengan melakukan pengumpulan data dengan cara wawancara, observasi dan melakukan analisis PEST, SWOT, dan analisis visual menggunakan matriks perbandingan yang akan menemukan titik masalah dan penyelesaiannya yang diharapkan akan membuat perusahaan semakin maju. Penelitian ini bertujuan untuk memperbaiki sistem identitas visual dan media promosi CV. Kinandang dengan membangun identitas visual yang baik agar mudah tertanam di benak konsumen, media promosi yang akan dirancang akan disesuaikan dengan identitas visual perusahaan dari segi warna, tata letak, konsep dan jenis hurufnya yang akan diterapkan pada media cetak dan online. Hal ini dilakukan untuk membangun citra baru pada CV. Kinandang dengan harapan akan mengeluarkan perusahaan dari masalah yang sedang dihadapi. Kata kunci : CV. Kinandang, identitas visual, media promosi, peningkatan penjualan. AbstractCurrently, furniture products in Indonesia have been recognized by the world and furniture industry activities in Indonesia itself has the full support of the government by holding exhibitions and counseling for the furniture industry in Indonesia. This is certainly good news for the furniture industry. With the large number of people of Indonesia and the economy that continues to advance the furniture needs will increase. CV. Kinandang is one of the leading providers of furniture products in Jakarta, but the company is facing a lot of problems with its visual identity and promotional media that cause sales drops and corporate unsustainability. By conducting information collection by interviewing, observing and analyzing PEST, SWOT, and visual analysis using comparison matrix which will find the point of problem and its completion which hopefully will make the company progress more. This study aims to improve the system of visual identity and promotion media CV. Kinandang by building a good visual identity to be easily embedded in the minds of consumers, the media campaign will be designed will be tailored to the company's visual identity in terms of color, layout, concepts and fonts that will be applied to print and online media. This is done to build a new image on the CV. Kinandang in the hope of expelling the company from the problem at hand. Keywords: CV. Kinandang, visual identity and promotional media, sales increase.
PERANCANGAN MEDIA INFORMASI KOTA TUA JAKARTA UTARA MELALUI SIGN SYSTEM YANG TERINTEGRASI WEBSITE Rizqullah, Mohamad Farid; Swasty, Wirania
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 5 No. 02 (2019): August 2019
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v5i2.1957

Abstract

AbstrakPeremajaan kawasan wisata di Daerah Khusus Ibukota Jakarta khususnya daerah wisata Kota Tua Jakarta menjadi salah satu bentuk serius pemerintah untuk mempromosikan tempat - tempat wisata yang ada di Jakarta. Revitalisasi Kota Tua juga dilakukan agar tetap menjaga nilai - nilai sejarah dan budaya yang ada di sana. Namun permasalahan muncul ketika tidak informatif serta kurang strategisnya penempatan wayfinding serta sign system yang berisi informasi, sejarah, dan profil Kota Tua sehingga banyak pengunjung yang masih kesulitan mencari informasi dan navigasi tempat yang ada di Kota Tua. Oleh karena itu dibutuhkan sebuah sign system serta wayfinding yang informatif dan strategis. Di samping itu, masih kurangnya informasi dan navigasi tentang Kota Tua di website resmi menjadi faktor lain yang membuat pengunjung kesulitan pada saat akan maupun sedang mengunjungi Kota Tua. Penelitian ini merupakan studi terapan dengan penggunaan metode campuran. Pengumpula data dilakukan melalui wawancara, kuesioner dan observasi di wilayah Kota Tua khususnya Zona 2 Fatahillah. Analisis data dilakukan dengan analisis visual proyek sejenis. Studi menghasilkan sign system yang terintegrasi dengan website sebagai media informasi untuk kawasan wisata Kota Tua Jakarta dengan penggayaan desain neoklasik. Hal ini diharapkan dapat memfasilitasi para pengunjung dalam mencari informasi dan navigasi saat mengunjungi Daerah Wisata Kota Tua Jakarta tersebut. Kata Kunci: Kota Tua Jakarta, neoklasik, sign system, wayfinding, website AbstractTourist area rejuvenation in the Special Capital Region of Jakarta, especially the tourist area of Kota Tua (the Old Town) of Jakarta, has become a serious form of the government to promote tourist attractions in Jakarta.  The revitalization of Kota Tua was also carried out to preserve the historical and cultural values that existed. But the problem emerges when uninformative and less strategic placement of wayfinding and sign systems that contain information, history, and profiles of Kota Tua so that many visitors are still having difficulty to find information and navigation in Kota Tua.  Therefore, it needs a sign system and informative, strategic wayfinding. Despitefully, the lack of information and navigation about Kota Tua on the official website is another factor that makes visitors having difficulty when going to or visiting Kota Tua. The research is the applied study that used a mix method. Data collected through the interviews, questionnaires, and observations in the Kota Tua area, especially Zone 2 Fatahillah and data analysis was done by visual analysis of similar projects. This study generates a sign system that integrated with the website as media information for the Kota Tua Jakarta tourism area with the neoclassical design style and expected to facilitate visitors in searching for information and navigation when visiting the tourist area of Kota Tua Jakarta.   Keywords: Kota Tua Jakarta, neoclassic, sign system, wayfinding, website
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 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 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 Mediany Kriseka Putri 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 Rahmawardani, Aulia Rahmiati Aulia Rama Sadrakh Situmorang Ramadhanty, Windy Ramzy Adzhar Ramzy Adzhar Riadi, Ari Rizka Rachmawati Rizki Yantami Arumsari Rizky Arie Prima 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 Soewardikoen, Didiet Widiatmoko Sri Soedewi Sugandani, Muhamad Al Bait Syifa Nurgaida Yutia Widiatmoko Soewardikoen, Didit Windy Ramadhanty Wirasasmita, Darin Nugraha Yanuar Rahman