Komunikasi persuasif oleh IMAJI Studio dalam mengampanyekan sustainable fashion = Persuasive Communication by IMAJI Studio in Sustainable Fashion Campaign

Stefanie, Verren (2022) Komunikasi persuasif oleh IMAJI Studio dalam mengampanyekan sustainable fashion = Persuasive Communication by IMAJI Studio in Sustainable Fashion Campaign. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kampanye merupakan suatu proses yang dirancang secara sadar, bertahap dan berkelanjutan yang dilaksanakan pada rentan waktu tertentu dengan tujuan mempengaruhi khalayak sasaran yang telah ditetapkan, kegiatan kampanye perlu dilakukan untuk menyampaikan pesan, makna sehingga dalam proses kegiatan kampanye mengandung unsur komunikasi persuasif. Komunikasi persuasif merupakan komunikasi yang berlandaskan kepada bujukan atau ajakan sehingga mau berperilaku atas kehendaknya sendiri. Dalam hal ini Kampanye oleh IMAJI Studio diwujudkan dalam kampanye kolaborasi, workshop dan pop-up store, ketiga kampanye bertujuan untuk memperlihatkan DNA dari IMAJI Studio sebagai brand lokal yang mengusung sustainable fashion. Penelitian ini menggunakan metode penelitian kualitatif dengan jenis penelitian deskriptif. peneliti menggali data dengan wawancara bersama informan kunci, observasi media massa, media sosial dan dokumentasi dan melakukan teknik triangulasi data dengan wawancara bersama informan ahli. Hasil penelitian menunjukkan bahwa kampanye oleh IMAJI Studio didasari oleh komunikasi persuasif yang diproyeksikan melalui kampanye kolaborasi, workshop dan pop-up store yang memperlihatkan elemen persuasif yaitu ajakan dan bujukan melalui fotografi dan videografi yang tertera di media sosial menggunakan pesan verbal dan non verbal / Campaign is a consciously designed, gradual and sustainable process that is carried out at a certain time frame with the aim of influencing the predetermined target audience, campaign activities need to be carried out to convey messages, meanings so that in the process of campaign activities contain elements of persuasive communication. Persuasive communication is communication that is based on persuasion or invitation so that they want to behave of their own will. In this case, the campaign by IMAJI Studio is realized in collaboration campaigns, workshops and pop-up stores, the three campaigns aim to show the DNA of IMAJI Studio as a local brand that carries sustainable fashion. This research uses qualitative research method with descriptive research type. the researcher collects data by interviewing key informants, observing mass media, social media and documentation and performing data triangulation techniques by interviewing expert informants. The results show that the campaign by IMAJI Studio is based on persuasive communication projected through collaborative campaigns, workshops and pop-up stores that show persuasive elements, namely invitations and persuasion through photography and videography posted on social media using verbal and non-verbal messages.

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