Peran Ilustrasi Bertema Indonesia pada Produk Minuman Terhadap Respon Emosi Konsumen
Keywords:packaging, illustration, selling, emotional, locality
This study aims to determine the effect of visual elements in the form of illustrations with Indonesian themes and Indonesian local wisdom on the packaging of popular beverage products in the eyes of consumers, both in terms of sales and their impact on the emotional response of consumers as Indonesians. Through the use of illustrations on packaging, producers also want to convey certain messages to their consumers. Because in fact, the appearance of an attractive packaging will give a distinct impression and emotional closeness for consumers in determining their decision to buy or not to buy a product. The research method was carried out qualitatively through literature and questionnaires. The theory used in this research is packaging design theory, concerning the visual effect of packaging on consumer buying interest. In addition, the author also uses illustration theory to identify illustration techniques and Roland Barthes 'semiotic theory to find out how illustration affects consumers' emotional responses and how consumers perceive related illustrations. The result of this research is that the use of Indonesian themed illustrations on beverage product packaging can be said to increase consumer emotionality to buy products, based on eye-catching illustration factors in terms of style, selection of illustration objects, colors and themes. In addition, the packaging design with illustrations on the Indonesian theme is interesting to collect as memorabilia.
Mufreni, Alfin NF, "Pengaruh Desain Produk, Bentuk Kemasan dan Bahan Kemasan terhadap Minat Beli Konsumen (Studi Kasus The Hijau Serbuk Tocha)," Jurnal Ekonomi Manajemen, Vol 2 No. 2. hal 48-54, 2016
S. R. Tambunan, “Peran Kemasan Snack dalam Membangun Hubungan Emosional dengan Konsumen,” Jupiis J. Pendidik. Ilmu-Ilmu Sos., vol. 3, no. 1, p. 26, 2016, doi: 10.24114/jupiis.v8i1.5113.
S. T. Rahardjo, Desain Grafis Kemasan UMKM. 2019.
Harminingtyas, Rudika, "Analisis Fungsi Kemasan Produk Melalui Model View dan Pengaruhnya Terhadap Keputusan Pembelian Konsumen Pada Produk Rokok Kretek Merek DJI SAM SOE di Kota Semarang,” vol. 5, no. 2, pp. 1–18, 2013.
I.B Suryaningrat et al., “Desain Kemasan Sekunder Pada Produk Prol Tape Dengan Metode Quality Function Deployment (QFD) (Studi Kasus di UD. Purnama Jati, Kabupaten Jember) Secondary Packaging Design of Prol Tape Product Using Quality Function Deployment (QFD) Method (Case Study at,” Desain Kemasan Sekunder Pada Prod. Prol Tape dengan … J. Agroteknologi, vol. 15, no. 01, 2021.
Shidiqy, Dhiya'u, “Respon Emosional Sebagai Mediasi Pengaruh Visualisasi Desain Kemasan Terhadap Keputusan Pembelian; Studi Kasus Pada Pembeli Rokok Sampoerna A Mild di Warung Kopi Waris Tulungagung.”. Tesis. Surakarta: Pascasarjana Universitas Sebelas Maret. 2017
A. N. Maulani, R. Fetrianggi, and I. S. Prana, “Analisis Pengaruh Desain Kemasan dan Brand Image Kopi Good Day Pada Minat Beli Konsumen,” vol. 1, no. 1, pp. 1–9, 2021, [Online]. Available: https://ejournal.upi.edu/index.php/FINDER/article/view/34054/14643.
I. D. S. NI Desi, “Elemen Visual Kemasan Sebagai Strategi Komunikasi Produk,” Profetik, vol. 6, no. 1, pp. 43–52, 2013.
V. Dharmeria, “Analisis pengaruh keunikan desain kemasan produk , kondusivitas,” J. Sains Pemasar. Indones., vol. XIII, no. 1, pp. 1–44, 2014.
A. Sobur, Semiotika Komunikasi. 2006.
Hidayat, Moch. Junaidi, “Tinjauan Kognisi Desain Produk Kemasan Sebagai Unsur Identitas Budaya Populer Atas Produk Kemasan Makanan Industri Kecil Menengah (Ikm),” J. Kawistara J. Ilm. Sos. dan Hum., vol. 1, no. 3, 2011, doi: 10.22146/kawistara.3929.
How to Cite
Copyright (c) 2022 Ni Putu Emilika Budi Lestari, Ngurah Adhi Santosa, Annisa Rohimah Suharno
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The author's copyright in the Bahasa Rupa Journal, assigns that the publication of published articles is owned by the editorial board with the author's approval, but the rights are still with the author. The legal rules for accessing digital electronic articles are under license Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), which means that the Bahasa Rupa Journal has the right to store, modify, manage databases, maintain and publish articles without the author's permission, but the author as the copyright holder is still written as it is. Articles published in Bahasa Rupa Journals, both in hard and soft copy forms are available as open access, for educational, research and library purposes, and beyond that purpose, the editorial board of the Language and Language Journal is not responsible for illegal copyright infringement. This journal also applies LOCKSS and CLOKSS archiving.