THE EFFECT OF COLOR COMPOSITION AND SUPPORTING OBJECTS (PROPS) ON WINDOW DISPLAY TOWARDS CUSTOMER PERCEIVED VALUE OF BATIK KERATON YOGYAKARTA

• Main Author: SYAHRENI SYAHRIAL (NIM: 27116064), ANNISYA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25690
• Institution: Institut Teknologi Bandung

Batik industry in Indonesia is generally a Small Medium Enterprises (SMEs) that became <br /> <br /> the livelihood of some communities. Batik is a cultural icon for Indonesia. The increasing <br /> <br /> of batik industry caused multiplier effect to economic and socio-cultural field in Indonesia. <br /> <br /> Therefore, batik industry needs to find an effective way to provide information about the <br /> <br /> product or store for increased customers interest. The way is to create a good customer <br /> <br /> visual perception about the store products. Window display is the most important <br /> <br /> marketing tool you have at your business. Window display can be a tool to increase the <br /> <br /> customer perceived value of products; in this study, the product used is batik keraton <br /> <br /> Yogyakarta. To support the visual image of batik keraton Yogyakarta, the colors used in <br /> <br /> this study are the colors that can show the atmosphere of Java’s culture (Yogyakarta color <br /> <br /> scheme) and color scheme used as a comparison in this study is a monochrome color <br /> <br /> scheme. The supporting objects or props used in window display as a support of products’ <br /> <br /> visual image. The supporting objects (props) used in this study is divided into two types; <br /> <br /> 2D supporting objects (graphics) and 3D supporting objects (furniture, accessories). To <br /> <br /> see the effects of the use of different color schemes and different supporting objects (props), <br /> <br /> this research is done through the experiment. <br /> <br /> This research uses quantitative method through simulation experimentation method <br /> <br /> (experimentation by digital simulation). The digital simulations of window display with <br /> <br /> treatments of color scheme (Java/Yogyakarta and monochrome) and supporting objects <br /> <br /> (props) (2D and 3D) is given to research subjects via online questionnaire. Statistical test <br /> <br /> which is called independent samples t-test and two-way ANOVA (Analysis of Variance) is <br /> <br /> used to analyze the results of experiment. This research proves that window display can <br /> <br /> affect the consumer perceived value of batik product of keraton Yogyakarta. <br /> <br /> Java/Yogyakarta color schemes and supporting objects (props), especially in 3D form in <br /> <br /> window display at fashion store have a positive role in enhancement customer perceived <br /> <br /> value of batik product of keraton Yogyakarta. Furthermore, the experiments in this study <br /> <br /> show that there are differences in the role of modern element design use and traditional <br /> <br /> Java element design use on window displays digital simulation in affecting customer <br /> <br /> perceived value of batik products of keraton Yogyakarta, the traditional Javanese element <br /> <br /> design on window display is more able to increase customer perceived value of batik <br /> <br /> product of keraton Yogyakarta. With the quality of the environment and fun visual effects <br /> <br /> for visitors, will certainly improve customer perceived value of a product, which in this <br /> <br /> research is batik keraton Yogyakarta.