ix
2.
Perilaku konsumtif gaya hidup metroseksual ..................................................... 9
3.
Pendekatan untuk mempengaruhi perilaku konsumtif
gaya hidup
metroseksual ...................................................................................................... 14
4.
Strategi yang digunakan untuk mempengaruhi perilaku konsumtif yang
tampak dari pria metroseksual ........................................................................... 16
B.
Tentang Nivea
For Men ...................................................................................... 21
C.
Tentang Desain Komunikasi Visual ....................................................................... 22
1.
Prinsip-Prinsip Seni Rupa .................................................................................. 22
2.
Unsur-unsur Desain ........................................................................................... 24
D.
Tentang Kemasan .................................................................................................. 29
1.
Peran Kemasan .................................................................................................. 30
2.
Strategi dan Taktik Kemasan ............................................................................. 30
BAB III METODOLOGI PENELITIAN
A.
Jenis
dan Bentuk Penelitian
...........................................................................................
43
B.
Populasi dan Sampel
1.
Populasi ............................................................................................................ 43
2.
Sampel .............................................................................................................. 45
C.
Variabel Penelitian
..........................................................................................................
47
D.
Prosedur Penelitian
.........................................................................................................
47
1.
Metode Pengumpulan Data................................................................................ 48
2.
Metode Analisis Data ........................................................................................ 49
BAB IV HASIL PENELITIAN DAN PEMBAHAS
A.
Variabel yang Diteliti
.....................................................................................................
51
B.
Deskripsi Hasil Penelitian
.............................................................................................. 52
1.
Produk Nivea
For Men Advance Whitening Anti Dark Spot Facial Foam
x
a.
Data Produk .............................................................................................. 52
b.
Hasil Penelitian ........................................................................................ 56
2.
Produk Nivea
For Men Revitalizing Body Lotion
a.
Data Produk .............................................................................................. 61
b.
Hasil Penelitian ........................................................................................ 64
3.
Produk Nivea
For Men Whitening Acne Oil Control Facial Foam
a.
Data Produk .............................................................................................. 68
b.
Hasil Penelitian ........................................................................................ 72
4.
Produk Nivea
For Men body Lotion Whitening Repair & Protect
a.
Data Produk .............................................................................................. 78
b.
Hasil Penelitian ........................................................................................ 81
BAB V PENUTUP
A.
Kesimpulan ........................................................................................................... 104
B.
Saran ..................................................................................................................... 108
xi
DAFTAR TABEL
Tabel 1
: Strategi yang didesain untuk mempengaruhi perilaku konsumen
yang tampak ................................................................................... 17
Tabel 2
: Contoh Produk dan Strategi untuk m empengaruhi Perilaku
Konsumtif Pria Metroseksual .................................................. 18
Tabel 3
: Daftar Produk Barang dan Jasa yang Biasa Dikonsumsi
Pria Metroseksual ...................................................................... 21
Tabel 4
: Populasi Produk ............................................................................ 44
Tabel 5
: Sampel ........................................................................................... 45
Tabel 6 : Data Teknis Produk Nivea UV
Whitening Advance Moisture Care
Lotion ............................................................................................ 51
Tabel 7 : Data Verbal Produk Nivea UV
Whitening Advance Moisture Care
Lotion ........................................................................................... 52
Tabel 8 : Data Visual Produk Nivea UV
Whitening Advance Moisture Care
Lotion ............................................................................................ 54
Tabel 9 : Data
Teknis Produk Nivea
Visage Refreshing Cleansing Foam .. 58
Tabel 10 : Data Verbal Produk Nivea
Visage Refreshing Cleansing Foam .. 61
Tabel 11 : Data Visual Produk Nivea
Visage Refreshing Cleansing Foam ... 63
Tabel 12 : Data
Teknis Produk Nivea For Men Advance Whitening Anti Dark
Spot Facial Foam .......................................................................... 68
Tabel 13
: Data Verbal Produk Nivea
For Men Advance Whitening Anti Dark
Spot Facial Foam .......................................................................... 69
Tabel 14
: Data Visual Produk Nivea
For Men Advance Whitening Anti Dark
Spot Facial Foam .......................................................................... 72
Tabel 15 : Data Teknis Produk Nivea
For Men Revitalizing Body Lotion .... 78