KOMUNIKASI VISUAL STRATEGIS DAN DESAIN KHUSUS DALAM MEMBANGUN IDENTITAS MEREK LUMINOX SEBAGAI JAM TANGAN MEWAH
PENDEKATAN KOMUNIKASI PEMASARAN TERPADU
Keywords:
Komunikasi Visual, IMC, Luxury Branding, Human-Center Design, Digital ExperienceAbstract
Penelitian ini mengkaji komunikasi visual strategis dalam membangun identitas merek jam tangan mewah Luminox melalui pendekatan Integrated Marketing Communication (IMC) yang diperluas dengan human-centered visual communication, luxury branding, dan digital experience. Latar belakang penelitian menunjukkan adanya pergeseran industri luxury dari orientasi produk menuju pengalaman digital yang bersifat emosional dan simbolik, sehingga menuntut integrasi komunikasi visual yang lebih adaptif dan terstruktur. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, melalui analisis deskriptif, semiotika visual, IMC analysis, dan interpretasi human-centered design. Data dikumpulkan melalui observasi visual digital, dokumentasi komunikasi merek, studi literatur, dan wawancara dengan pelaku komunikasi pemasaran serta konsumen. Hasil penelitian menunjukkan bahwa IMC berperan sebagai fondasi konsistensi identitas visual lintas kanal digital, sementara human-centered design membentuk pengalaman pengguna yang sederhana, terarah, dan berbasis storytelling. Temuan semiotika mengungkap konstruksi makna military grade luxury yang menggabungkan fungsi militeristik dengan eksklusivitas luxury sebagai mitologi merek. Selain itu, digital experience berfungsi sebagai ruang naratif yang mengarahkan persepsi dan emosi konsumen dari awareness hingga keputusan pembelian. Kesimpulan penelitian menunjukkan bahwa identitas merek Luminox dibentuk melalui integrasi tiga elemen utama, yaitu IMC, human-centered visual communication, dan luxury branding yang saling memperkuat dalam ekosistem komunikasi digital.
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