Gaya Visual Retro-Futuristic dan Efeknya terhadap Kesadaran Merek Generasi Z: Studi Literatur Sistematis
DOI:
https://doi.org/10.55732/ncdr.v3i1.1651Keywords:
Gaya Visual Retro-Futuristic, Generasi Z, Kesadaran MerekAbstract
Perkembangan tren visual digital telah mendorong merek untuk mengadopsi gaya estetika yang mampu menarik perhatian Generasi Z, salah satunya adalah gaya retro-futuristic yang memadukan nuansa nostalgia dan inovasi. Penelitian ini bertujuan untuk mengkaji secara sistematis pengaruh gaya visual retro-futuristic terhadap kesadaran merek di kalangan Generasi Z. Metode yang digunakan adalah Systematic Literature Review (SLR) dengan mengacu pada panduan PRISMA untuk mengidentifikasi dan menganalisis literatur terkait yang diterbitkan antara tahun 2000 hingga 2023. Hasil kajian menunjukkan bahwa elemen desain retro-futuristic berkontribusi positif terhadap persepsi merek, khususnya ketika dikombinasikan dengan media sosial dan dukungan influencer. Kebaruan penelitian ini terletak pada fokus eksplorasi gaya visual yang masih jarang dibahas dalam konteks komunikasi pemasaran generasi digital. Temuan ini memberikan implikasi strategis bagi desainer dan pemasar untuk menciptakan pengalaman visual yang emosional, autentik, dan relevan bagi Generasi Z.
The development of digital visual trends has encouraged brands to adopt aesthetic styles that can attract Generation Z, one of which is the retro-futuristic style that combines nuances of nostalgia and innovation. This study aims to systematically examine the influence of retro-futuristic visual styles on brand awareness among Generation Z. The method used is the Systematic Literature Review (SLR) following the PRISMA guide to identify and analyse related literature published between 2000 and 2023. The results of the study show that retro-futuristic design elements contribute positively to brand perception, especially when combined with social media and influencer support. The novelty of this study lies in the focus on exploring visual styles that are still rarely discussed in the context of digital generation marketing communications. These findings provide strategic implications for designers and marketers to create emotional, authentic, and relevant visual experiences for Generation Z.
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