?url_ver=Z39.88-2004&rft_id=2116031054&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+DESAIN+KOMUNIKASI+VISUAL+POSTINGAN+INSTAGRAM%0D%0ADAN+DAMPAKNYA+PADA+PREFERENSI+GENERASI+Z%0D%0ADALAM+MEMILIH+KUE+TART+UNIK%0D%0A(STUDI+PADA+AKUN+INSTAGRAM+%40SINDYCAKE01)&rft.creator=Nabilla+Praba+%2C+Chandrakanti+&rft.subject=300+Ilmu+sosial&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.description=Perkembangan+teknologi+telah+membawa+perubahan+pada+berbagai+aspek%0D%0Akehidupan%2C+termasuk+komunikasi+dan+bisnis+sehingga+pelaku+UMKM+diharuskan%0D%0Adapat+berpikir+kreatif+dan+inovatif.+Instagram+menjadi+salah+satu+platform+digital%0D%0Apopuler+yang+digunakan+pelaku+UMKM+untuk+mempromosikan+produk+secara%0D%0Avisual.+UMKM+%40sindycake01+secara+aktif+menampilkan+konten+kue+tart+dengan%0D%0Adesain+kreatif+dan+estetik+sebagai+bagian+dari+strategi+promosi+berbasis+visual.%0D%0APenelitian+ini+bertujuan+untuk+menganalisis+representasi+elemen+visual+yang%0D%0Adigunakan+dalam+desain+kue+tart+%40sindycake01+serta+memahami+bagaimana%0D%0AGenerasi+Z+memaknai+desain+tersebut+sebagai+preferensi+konsumsi.+Penelitian+ini%0D%0Amenggunakan+pendekatan+kualitatif.+Teknik+pengumpulan+data+dilakukan+melalui%0D%0Aobservasi%2C+dokumentasi%2C+studi+pustaka%2C+dan+wawancara+dengan+enam+informan+yang%0D%0Amerupakan+pengikut+akun+%40sindycake01+yang+tergolong+Generasi+Z.+Hasil%0D%0Apenelitian+menunjukkan+bahwa+desain+komunikasi+visual+berdasarkan+Teori%0D%0AGestalt%3A+prinsip+figure-ground+didapatkan+melalui+kontras+warna+dan+bentuk%2C%0D%0Aprinsip+similarity+berdasarkan+desain+yang+realistis+menciptakan+kedekatan%0D%0Aemosional%2C+dan+prinsip+proximity+menciptakan+kesan+harmonis+dan+terorganisir%0D%0Amelalui+kedekatan+antar+elemen.+Hal+ini+menunjukkan+bahwa+visualisasi+konten%0D%0Aberperan+penting+dalam+membentuk+preferensi+Generasi+Z%2C+terutama+pada+desain%0D%0Akue+yang+memerhatikan+prinsip-prinsip+Teori+Gestalt+seperti+kue+bertema+anime%0D%0Adan+mi+ayam.+Adanya+kombinasi+antara+pendekatan+desain+yang+kuat+dan+relevansi%0D%0Aterhadap+minat+informan+menjadi+kunci+utama+dalam+membentuk+preferensi+visual%0D%0Adan+keputusan+pemilihan+suatu+produk%0D%0AKata+kunci%3A+Desain+Komunikasi+Visual%2C+Instagram%2C+Generasi+Z%2C+Instagram%2C+Kue%0D%0ATart+Unik%2C+Preferensi%0D%0A%0D%0ATechnological+advancements+have+brought+changes+to+various+aspects+of+life%2C%0D%0Aincluding+communication+and+business%2C+prompting+UMKM+actors+to+think%0D%0Acreatively+and+innovatively.+Instagram+has+become+one+of+the+most+popular+digital%0D%0Aplatforms+used+by+UMKMs+to+visually+promote+their+products.+The+UMKM%0D%0A%40sindycake01+actively+showcases+tart+cakes+with+creative+and+aesthetic+designs+as%0D%0Apart+of+a+visual-based+promotional+strategy.+This+study+aims+to+analyze+the%0D%0Arepresentation+of+visual+elements+used+in+the+tart+cake+designs+of+%40sindycake01+and%0D%0Ato+understand+how+Generation+Z+interprets+these+designs+as+part+of+their%0D%0Aconsumption+preferences.+This+research+uses+a+qualitative+approach.+Data%0D%0Acollection+techniques+include+observation%2C+documentation%2C+literature+review%2C+and%0D%0Ainterviews+with+six+informants+who+are+followers+of+the+%40sindycake01+account+and%0D%0Acategorized+as+Generation+Z.+The+results+show+that+visual+communication+design%0D%0Abased+on+Gestalt+Theory+is+reflected+through+the+figure-ground+principle+using%0D%0Acolor+and+shape+contrast%2C+the+similarity+principle+through+realistic+designs+that%0D%0Acreate+emotional+closeness%2C+and+the+proximity+principle+through+the+arrangement%0D%0Aof+elements+that+generates+a+harmonious+and+organized+impression.+It+shows+that%0D%0Avisual+content+plays+an+important+role+in+shaping+Generation+Z%E2%80%99s+preferences%2C%0D%0Aespecially+in+cake+designs+that+apply+Gestalt+principles%2C+such+as+anime-themed+and%0D%0Achicken+noodle+cakes.+The+combination+of+a+strong+design+approach+and+relevance%0D%0Ato+the+informants%E2%80%99+interests+is+the+key+to+forming+visual+preferences+and+influencing%0D%0Aproduct+selection+decisions.%0D%0AKeywords%3A+Generation+Z%2C+Instagram%2C+Preference%2C+Unique+Tart+Cake%2C+Visual%0D%0ACommunication+Design&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-06-11&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89477%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89477%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89477%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Nabilla+Praba+%2C+Chandrakanti+++(2025)+ANALISIS+DESAIN+KOMUNIKASI+VISUAL+POSTINGAN+INSTAGRAM+DAN+DAMPAKNYA+PADA+PREFERENSI+GENERASI+Z+DALAM+MEMILIH+KUE+TART+UNIK+(STUDI+PADA+AKUN+INSTAGRAM+%40SINDYCAKE01).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F89477%2F