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INDONESIA
Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan
Published by Universitas Telkom
ISSN : 24776106     EISSN : 25022431     DOI : -
Core Subject : Science, Education, Art,
Arts Decision Sciences, Operations Research & Management Other
Journal “demandia” is a print and electronic publication media which publishes the results of studies and research in the field of Visual Communication Design, Design Management and Advertising; published twice a year (March and September). The journal managed by Telkom University aims to promote and develop Visual Communication Design, Design Management and Advertising.
Arjuna Subject : -
Articles 172 Documents
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VISUAL REPRESENTATION OF INDONESIAN LOCAL PERFUME ADVERTISEMENT IN SOCIAL MEDIA Pratiwi, Anisa; Kartika Ningsih, Harni
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.9871

Abstract

This study examines how Indonesian local perfume advertisements on Instagram construct visual meaning using Kress and van Leeuwen’s visual grammar framework. Employing a qualitative descriptive approach, the study analyzes 25 Instagram posts (53 images in total) from three Indonesian perfume brands, focusing on representational, interactional, and compositional dimensions. The findings indicate that perfume advertisements predominantly foreground the product through a combination of narrative and conceptual representations, indirect audience positioning, and visually salient composition. This study shows that visual grammar plays a key role in shaping how advertising messages are structured and interpreted within the visually driven context of Instagram.
BRAND APPEAL, EMOTIONAL ATTACHMENT, AND RESPONSIBLE CONSUMERISM: THE MEDIATING ROLE OF CONSUMER BEHAVIOR Aprianti, Vika; Sabilla Saberina; Johannes Kristian Siregar
Desain Komunikasi Visual, Manajemen Desain dan Periklanan (Demandia) Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/demandia.v11i1.10012

Abstract

Growing awareness of environmental and social issues has encouraged consumers to adopt more responsible consumption practices. However, empirical evidence explaining how brand-related factors influence responsible consumerism remains limited, particularly in emerging markets. This study examines the influence of brand appeal and emotional brand attachment on responsible consumerism, with consumer behavior serving as a mediating variable. Data were collected from 238 consumers of eco-friendly products in urban areas of Indonesia using an online questionnaire with purposive sampling. Structural Equation Modeling (SEM) was applied to analyze the relationships among the constructs. The results show that brand appeal and emotional brand attachment significantly influence consumer behavior, which subsequently promotes responsible consumerism. In addition, consumer behavior plays a significant mediating role in translating brand perceptions and emotional connections into responsible consumption practices. These findings contribute to the literature by integrating emotional branding and consumer engagement perspectives in explaining responsible consumerism and provide strategic insights for developing sustainabilityoriented branding strategies

Page 18 of 18 | Total Record : 172

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