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All Journal KOMUNITAS: INTERNATIONAL JOURNAL OF INDONESIAN SOCIETY AND CULTURE ANDHARUPA Jurnal Bahasa Rupa Judikatif: Jurnal Desain Komunikasi Kreatif eProceedings of Art & Design KOPEMAS Jurnal Bahasa Rupa Jurnal Bahasa Rupa
Jiwa Utama
Universitas Telkom
Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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PERANCANGAN STRATEGI BRANDING UNTUK MENINGKATKAN KESADARAN MEREK PROJECT 1945 Jesica, Evelyn Artha; Utama, Jiwa; Lawe, I Gusti Agung Rangga
eProceedings of Art & Design Vol. 11 No. 3 (2024): Juni 2024
Publisher : Telkom University

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

Abstract

Generasi Z, yang lahir antara tahun 1997 hingga 2012, terbentuk secara signifikanoleh era digital. Survei yang dilakukan oleh Data Indonesia (2023) terhadap 300 respondenGenerasi Z menunjukkan bahwa 56% dari mereka mengalami gejala gangguan mental,menegaskan kesadaran Generasi Z terhadap kesehatan mental. Dataindonesia.id (2023)mencatat bahwa 59,52% responden memilih melakukan perjalanan dan healing untukmengatasi kondisi mental mereka. Healing, yang populer sepanjang tahun 2023, melibatkanaktivitas seperti jalan-jalan, nongkrong, dan mengunjungi tempat-tempat yang memberikanketenangan, seperti wisata alam Indonesia. Project 1945 mencerminkan kekayaan alamIndonesia melalui produk-produknya, tetapi saat ini memiliki tingkat kesadaran merek yangrendah. Persepsi terhadap Project 1945 masih berkaitan dengan kemerdekaan, denganinteraksi yang minim dengan audiens karena belum optimalnya pemanfaatan Unique SellingProposition (USP) sebagai positioning dan kurang konsistennya penyampaian pesan melaluimedia yang dimiliki. Oleh karena itu, penelitian ini mengusulkan "Perancangan StrategiBranding Untuk Meningkatkan Kesadaran Merek Project 1945." Dengan menggunakanmetode kualitatif dan teknik pengumpulan data seperti studi pustaka, observasi, wawancara,dan kuisioner, penelitian ini memberikan manfaat secara akademis sebagai referensipembelajaran di bidang Desain Komunikasi Visual periklanan, serta manfaat praktis untukmembantu Project 1945 dalam menyelesaikan masalahnya terkait strategi branding. Kata kunci: komunikasi merek, visual, strategi branding, media, healing
DAYA TARIK VISUAL SEBAGAI BRAND RECALL PADA IKLAN TELEVISI (STUDI KASUS : IKLAN MIZONE 2012 VERSI “TILT”) Utama, Jiwa; Swasty, Wirania
Jurnal Bahasa Rupa Vol. 2 No. 1 (2018): Jurnal Bahasa Rupa Oktober 2018
Publisher : Institut Bisnis dan Teknologi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31598/bahasarupa.v2i1.228

Abstract

The power of visual and audio messages on television commercial (TVC) is critical to create the advertised brand awareness. The use of popular songs as an advertisement attraction is often used in television commercials. This paper is a case study of Mizone TVC in 2012. The popular song should be able to help the visual appeal used in helping audiences remember brands and advertisements. This study aims to determine the role and impact of visual appeal on TVC that use popular song as the appeal of music to brand reminders. The method used in this study is based on marketing approach and advertisement evaluation research through advertising stimulus recall test method. The first stage is an audio stimulus test by playing a popular song from the case study. The second stage is a visual stimulus test by showing some advertising frames as a visual stimulus. The third stage is to show the ads as a whole to know the response about the attractiveness of the ad to brand recall. This method is tested on the respondent which is the target audiences of Mizone. The analysis of the visual stimulus visual recall shows the use of visual appeal not only from TVC talents but also through advertising messages packaged with unique, distinct visual approaches and identity that can help audiences to better remember the brand.
KAJIAN PENDEKATAN VISUAL IKLAN PADA INSTAGRAM Arumsari, Rizki Yantami; Utama, Jiwa
Jurnal Bahasa Rupa Vol. 2 No. 1 (2018): Jurnal Bahasa Rupa Oktober 2018
Publisher : Institut Bisnis dan Teknologi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31598/bahasarupa.v2i1.230

Abstract

Social media technology as a medium of communication has progressed quite rapidly and has a significant role for human life until 2018. One of the role of social media that feels quite influential is to help businesses in advertising their products. Although Instagram provides Ads features for business people, but they do not always use the Ads feature to advertise their products. Most of them just use personal accounts and display photos of their products to advertise. The technique they use in advertising is pure photography, digital imaging, and photography combined with text. Despite having a technique quite different from conventional advertising in general, the businessman can still advertise his product even very helpful in the sale of its products. It will provide a different persuasive approach for those who see it. Through observation, literature studies and interviews, attempts are made to elaborate the persuasiveness resulting from the visual approach commonly found in Instagram. The results of this study indicate that visual advertising using photography approach but without mentioning tagline that reflects positioning as product differentiator. The approach is used based on the main needs of social media Instagram which prioritizes the photo as a medium of communication.
ISU COVID-19 SEBAGAI IDE BESAR DALAM STRATEGI KREATIF IKLAN, SEBAGAI KEPENTINGAN PENJUALAN ATAUKAH PENCITRAAN? Utama, Jiwa; Rahmiati Aulia
Jurnal Bahasa Rupa Vol. 5 No. 1 (2021): Jurnal Bahasa Rupa Oktober 2021
Publisher : Institut Bisnis dan Teknologi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31598/bahasarupa.v5i1.862

Abstract

Using something currently popular among the intended target audience is a natural thing to be appointed as a big idea in an advertisement. However, what if the COVID-19 (coronavirus) pandemic that is hitting many countries worldwide, including Indonesia, causes many sufferers and casualties? The issue wants to show the care of the brand towards the audience as consumers, or is it just for the sake of selling? This study uses purposive sampling from identifying problems, namely analyzing several product advertisements that used the covid-19 pandemic issue with a qualitative method. Where advertisements will be studied using content analysis to find out how to approach communication and visuals, then will be discussed with a creative strategy theory approach in advertising. This study aims to find out the pattern of creative strategies used and to answer what interests are contained in the pattern of creative strategies based on the formulation of the problems that have been mentioned. The study results do not show any sales interest solely in categories that display the coronavirus based on an assessment of advertising messages. However, one of the findings of communication that says can use other brand products where the advertisement of a product usually only prioritizes the interests of the product so that the audience believes in the product and will only use the product, which of course will not recommend competing products.
Co-Authors Abdurrazaq, Rayhan Ainar, Akmal Alam, Samsul Alizha, Nabila Nurul Andreas Rio Adriyanto Arpinko, Rizky Bayan, Oktaviani Noor Fajdawani, Nafil Rizqullah Firdausi, Nadia Rahma Fitri, Ledy Maharani I Gusti Agung Rangga Lawe Idhar Resmadi Jesica, Evelyn Artha Mudihardjo, Rindiantika Definagati Muflikha, Septia Nur Nina Nursetia Ningrum Putra, Putu Raka Setya Rahmadina Yusup, Nuke Rahmanda Putri, Arsya Rahmiati Aulia Ramadhan, Rifa Anugrah Ramdhani, Farhan Faturrohman Rendy Pandita Bastari Riswandhie, Eddri Rizki Yantami Arumsari Robiatul Adawiyah Runik Machfiroh Saputra, Ardiansyah Tawakkal, Iqbal Thalib, Trisno Zhafran Wirania Swasty Yanuar Rahman