Pengaruh Environmental Graphic Design Untuk Lingkungan Ritel Art Fashion

Putri, Nurul Idzi Lutvi (2023) Pengaruh Environmental Graphic Design Untuk Lingkungan Ritel Art Fashion. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Fesyen menjadi salah satu sektor paling berpengaruh dalam pertumbuhan ekonomi di Indonesia. Art fashion di Indonesia (batik, kain tenun, kain lukis, dll) memiliki konsep penjualan dengan sistem toko atau ritel karena dianggap membutuhkan stimulus persepsi dan pengalaman berbelanja yang khusus serta adanya pengaruh atmosfer lingkungan yang dapat diciptakan lewat identitas visual terhadap pengalaman pengunjung. Dengan adanya konsep tersebut, elemen desain grafis lingkungan sebagai pendukung pengalaman dan pengambilan keputusan pengunjung di toko menjadi hal yang harus dikaji dan dipertimbangan untuk aplikasi pada ruang ritel art fashion. Dewasa ini, penerapan desain grafis lingkungan untuk ritel masih belum banyak diterapkan terutama untuk ritel skala kecil. Dengan ini dibutuhkan adanya analisis tentang pengaruh desain grafis lingkungan untuk menunjukan pengaruh dan apa saja yg harus dilakukan untuk membentuk suasana dan pengalaman berbelanja yang baik di lingkungan ritel art fashion. Metode yang digunakan adalah metode kualitatif dengan melakukan observasi lapangan, wawancara mendalam, dan elisitasi foto terhadap konsumen ritel art fashion sebagai sumber data primer, sedangkan data sekunder didapatkan dari buku, jurnal, dan penelitian terdahulu. Pengolahan hasil wawancara dan elisitasi menggunakan Computer-Assisted Qualitative Data Analysis Software “N-Vivo” untuk mengklasifikasi temuan penelitian dan dilanjutkan dengan validasi hasil secara homogen kepada responden. Hasil dari temuan ini adalah identifikasi pengaruh desain grafis lingkungan terhadap penerapannya di ritel art fashion dan ditemukannya variabel-variabel penting Enviromental Graphic Design (EGD) dalam kategori Layout and design variables dan Point-of-purchase and decoration variables, serta rekomendasi penerapan EGD pada ritel art fashion untuk menimbulkan pengaruh konsumen sehingga timbul perilaku menguntungkan untuk penjual
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Fashion is one of the most influential sectors in economic growth in Indonesia. Art fashion in Indonesia (batik, woven cloth, painted cloth, etc.) has a sales concept with a shop or retail system because it is considered to require a stimulus for perception and a special shopping experience as well as the influence of the environmental atmosphere that can be created through visual identity on the visitor's experience. With this concept, the environmental graphic design element as a supporter of the experience and decision making of visitors in the store is something that must be studied and considered for applications in the art fashion retail space. Nowadays, the application of graphic design environment for retail is still not widely applied, especially for small-scale retail. With this, it is necessary to analyze the influence of environmental graphic design to show the influence and what should be done to create a good atmosphere and shopping experience in the art fashion retail environment. The method used is a qualitative method by conducting field observations, in-depth interviews, and photo elicitation of art fashion retail consumers as the primary data source, while secondary data is obtained from books, journals, and previous research. Processing the results of interviews and elicitation using the Computer-Assisted Qualitative Data Analysis Software "N-Vivo" to classify research findings and continued with the validation of the results homogeneously to the respondents. The results of these findings are the identification of the effect of environmental graphic design on its application in art fashion retail and the discovery of important Environmental Graphic Design (EGD) variables in the Layout and design variables and Point-of-purchase and decoration variables categories, as well as recommendations for implementing EGD in art fashion retail to create an impact consumer resulting in profitable behavior for the seller

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	batik, elisitasi foto, perilaku pelanggan, stimulus atmosfer, atmospheric stimuli, batik, customer behavior, photo-elicitation
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences N Fine Arts > N Visual arts (General) For photography, see TR N Fine Arts > NK Decorative arts Applied arts Decoration and ornament
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Nurul Idzi Lutvi Putri
Date Deposited:	06 Feb 2023 01:58
Last Modified:	06 Feb 2023 01:58
URI:	http://repository.its.ac.id/id/eprint/95810

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