p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 4 April 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 5, Mei 2024 1439

Optimization of two-dimensional advertising design with

persuasion aspects using Value Engineering and Hierarchy

Process Analysis (Project: Xyz Singosari Car Salon)

Didik Eko Prasetyo

Institut Teknologi Nasional Malang, Indonesia

Email: [email protected]

*Correspondence

ABSTRACT

Keywords: Ad Design,

Persuasion, Car Salon.

XYZ Car Salon optimizes advertising to increase the

company's turnover. Making advertisements requires

expertise and understanding of graphic design and

interesting content. Attractive design and content become

the initial concern affecting customer psychology in

purchasing decisions. The more beautiful it is, the more

effective the ad will be. This research includes a type of

qualitative research, sampling using non-probability

sampling methods with sampling techniques using purpose

sampling, from a population of 45 experts obtained from a

sample of 31 respondents. The combination of design

elements and persuasion elements obtained 12 advertising

designs. Rankings and weights are calculated using the zero

one and value matrices to get alternative design choices. The

recommended option is an A32 ad with a value of

0.85854545, costing IDR 165,000; A34, with a value of

0.81218182, costs Rp 110.000; A31, with a value of

0.37515789, costs Rp 95.000 and A21 with a value of

0.09916168 costs Rp 501.000.

Introduction

The development of digitalization technology in business operations today is

increasingly rapid and widespread. The internet is the basis of digital technology to

promote digital marketing (Adil & Sumarni, 2022). Digital marketing is a marketing

activity including branding that uses various media, for example, blogs, websites, e-mail,

AdWords, and different kinds of social media networks (Iqbal, Fazri, & Gusti, 2022).

Based on the results of the 2022 survey, it was found that out of a total of 277.7 million

people in Indonesia, as many as 204.7 million people use the internet, and 191.4 million

of them are active social media users (Efendi, Harianto, & Nugraha, 2021). Digital

marketing has a significant influence on increasing MSME business income. Digital

marketing that MSME players most widely use is e-commerce, Facebook, and Instagram

as product catalogs, while WhatsApp business is the main medium for communication

with customers (Khadragy et al., 2022).

Didik Eko Prasetyo

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1440

Digital marketing as a promotional medium to attract the attention and interest of

customers to buy the products offered. Promotion is an element of the marketing mix or

marketing mix that is interrelated (Afandi, 2018). The marketing mix has four elements:

product, promotion, place, and price. Promotion is communication between sellers and

buyers that comes from the right information. It aims to change the attitude and behavior

of buyers who previously did not know to know so that they become buyers and still

remember the product (Amri, Fatimah, & Inda, 2021). Promotion is a tool or activity

companies use to communicate customer value (Arrizqi, Rahmawati, & Roziq, 2022). A

good form and advertising model are needed for maximum results in promotional

activities. Advertising is a form of promotion that uses print media to communicate to

consumers, usually through banners, posters, etc. In another quote, it is said that good

promotion requires advertising that can encourage consumers to buy the promoted

product and successfully form a strong brand perception in the minds of target consumers

(Ariska, Evanterianus, & Thamrin, 2022). Advertising has an important role in

influencing consumers to make purchasing decisions. Some of the factors that influence

purchasing decisions are lifestyle factors, online promotion, brand trust, and price.

Previous research explained that the most important factors affecting decision-making in

purchasing are online promotion factors and consumer behavior (Iswahyuni, 2020).

Advertising models widely used are brochures/e-brochures, images, videos or a

combination of models in one ad. In previous research, two-dimensional advertising in

brochures has a more efficient and effective value. According to Imam Safi'i et al. 2023,

the e-brochure design is very effective as an advertising medium that can increase buying

interest in QY Mendoan Malang and is supported by calculations using EPIC and AIDA.

According to (Ermerawati, Subekti, Kurniawati, Susyetina, & Wati, 2022), brochures or

two-dimensional advertisements in the form of posters, e-brochures, and pamphlets have

five advantages. Namely, information is easier to digest, there is no risk of missing details,

eyes are more focused on listening, it is more practical to listen to, and images are easier

to understand. Research on the effectiveness of advertising in the form of two dimensions

in the form of photos, e-brochures, and pictures using the EPIC model method with the

dimensions of Empti (empathy), Persuasion (persuasion), impact (impact), and

communication (communication) shows the highest value results of the four dimensions

of EPIC in the two-dimensional advertising model is the element of persuasion. Some of

these studies are "Analysis of the Effectiveness of Poster Redesign as Promotional

Media" (Bulan, 2019); "Measurement of ITDA Promotion Effectiveness through

Facebook Media Using EPIC Model" (Dewi & Pardosi, 2022), "Analysis of Empathy,

Persuasion, Impact, and Communication (EPIC Model) in Increasing Public Trust";

(Fahrozi, 2016), "Analysis of the Effectiveness of Poster Redesign as Promotional Media

(Case Study: AMDK MADA)" by Anthika Dwi Wiji Utami, 2021, and "Measurement of

the Effectiveness of Marketing Communication for Micro, Small and Medium

Enterprises in Medan City during the New Normal Period" by (Chandra, Anggraini, &

Hutabarat, 2022). Persuasion is the process of communication to invite or persuade others

to change attitudes, beliefs, and opinions according to the wishes of the communicator

Optimization of two-dimensional advertising design with persuasion aspects using Value

Engineering and Hierarchy Process Analysis (Project: Xyz Singosari Car Salon)

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1441

(Cornaleus, Diana, & Achadiani, 2022). In this definition, 'solicitation' or 'persuasion' is

done without threat/coercion. In conducting persuasive messages, there are six principles

of persuasive message strategies to guide audience decision-making consisting of

reciprocation, commitment & consistency, social proof, liking, authority, and scarcity

strategies.

Researchers are interested in developing what kind of advertising model is suitable

for businesses in the field of car salon business. The design pays attention to graphic

design elements/factors to optimize persuasion, which is the main element in advertising.

The object of this research was carried out in the car salon business with car coating

products. This is based on the productivity of the car salon business workshop, which

seems to be declining despite advertising. This performance is shown in Table 1 Sapphire

Coating Customer Data 2023.

Table 1

Data Pelanggan Coating Sapphire 2023

Achievement of the 2023 Monthly Customer Target

No

Moon

Target

Customer (Unit)

Achievement

%

1

January

20

9

45

2

February

20

6

30

3

Maret

20

8

40

4

April

20

12

60

5

From

20

9

45

6

June

20

4

20

7

July

20

2

10

8

Agustus

20

4

20

9

September

20

3

15

10

October

20

3

15

The elements of persuasion and graphic design elements and the costs that may

exist in the design process and the resulting advertising process need to be taken into

account because it affects finances, and the car salon business. For this reason, it is

necessary to design, evaluate, and select the appropriate design model. This research uses

the Value Engineering method to obtain designs that have good value and are relevant.

At the same time, persuasion and graphic design have elements or factors that need to be

selected. Researchers use the Analysis Hierarchy Process (AHP) method to get weights

and rankings 1-3 or 1-4 as a basis for designing advertising designs.

Table 2

Previous Research

N

o

AUTHOR

METHOD

RESULT

DISCUSSION OF

GAP

1

Naomi Miryam

& Ferdi Antonio

(2022)

Measuring

marketing

techniques with

Social Media

The study results show

customer engagement

affects continuous usage

intention and the

To increase

customer interest

to come, good

Didik Eko Prasetyo

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1442

The purpose of this study is to know the application of design elements and

persuasion elements as the best form of psychological communication in designing two-

dimensional advertising brochures that have high value.

Research Methods

Chapter III discusses the research methodology that will be used in the research

process or scientific way to obtain data that will be used for researchers in achieving the

desired target. The methods in the research used are value engineering and process

hierarchy analysis (AHP) methods. The discussion details in this chapter are the type of

research, research object, population and sample, research instruments, data collection

techniques, data analysis techniques, and research flow charts.

Types of Research

This type of research is qualitative research, which is a research method with a

philosophical research approach, which is used to study scientific settings (experiments)

where researchers as instruments, data collection procedures, and qualitative analysis

emphasize meaning (Sugiono, 2018).

Object of Research

The object of this research was carried out in a car salon business that has a car

paint coating service field located in Singosari district, Malang Regency. The study was

done in the marketing department with advertising design activities to improve ad quality.

In designing two-dimensional advertisements, car salons collaborate with advertising

services, psychology consulting agencies, digital marketing services, and XYZ car salon

“The Effect Of

Social Media

Content On

Customer

Engagement

and Its Impact

on Customer

Intention”

Content by

dividing the

variables Social

interaction (SI),

service provider

interaction (SPI),

self-concept (SC),

functional

information (FI),

and entertaining

information (EI)

on customer

engagement and

the influence on

continuous usage

intention and

positive electronic

word of mouth (E-

WOM) by using

PLS-SEM (Partial

Least Square-

Structural

Equation

Modeling)

tendency to spread

positive E-WOM.

management is

needed

Suggestion:

holding events or

gathering

activities among

customers to

provide promo2

specifically as a

follow-up to

making content on

social media

Optimization of two-dimensional advertising design with persuasion aspects using Value

Engineering and Hierarchy Process Analysis (Project: Xyz Singosari Car Salon)

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1443

customers. Optimization of two-dimensional advertising designs that have been running

needs to be improved in accuracy by applying value engineering and process hierarchy

analysis. Information on the object of research of two-dimensional advertising design is

limited to determining graphic elements (visual design) and elements of persuasion

(psychology of persuasion).

Population and Sample

Sugiono (2017) explained that a population is a generalized area consisting of

objects or subjects with certain quantities and characters that researchers will later

determine and study to conclude. The population is taken from the number of employees

or personnel of each designated object with 45 people. By adjusting data needs using the

Analysis Hierarchy Process method, a non-probability sampling analysis method is used

with purposive sampling techniques, also called judgment sampling (certain

considerations), where researchers choose samples based on an assessment of several

characteristics of sample members (Firmansyah, 2022) with expert categories. Sampling

using the Slovin formula with a margin of error of 10% so that a sample of 31 respondents

who will be the object of research is obtained.

Research Instruments

Research instruments are tools used to measure specific observed natural and social

phenomena; this phenomenon is called a research variable (Sugiono, 2019: 102).

Data Collection Techniques

Sugiyono (2016) explained that data collection techniques can be done in various

sources and ways. The data collection can use primary and secondary sources when

viewed from the data source.

Data Analysis Techniques

This study has two stages in conducting data analysis: Process Hierarchy Analysis

(AHP) and design selection according to the design morphology and physical advertising

using the Zero One Matrix Analysis method.

Results and Discussion

Analysis Phase

This stage has three parts: morphological analysis, persuasion analysis, and cost

analysis. First, morphological analysis of graphic design is carried out to find out the

position model that will be used as material for making ad image layouts. The second is

persuasion analysis, which aims to determine alternative models of persuasion choices

used in implementing advertising images. Third is the cost analysis stage arising from the

alternative model applied. Cost analysis of design elements and persuasion elements in

the implementation of ad design aims to determine the cost of the impact of ad

implementation later. The discussion in detail is as follows.

Design Morphology Analysis Stage

In the graphic design stage, it is necessary to understand the morphology of design;

the word morphology (morphology) can be interpreted as the shape and structure of

objects or, in other information called, the arrangement and relationships between parts

Didik Eko Prasetyo

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1444

of an object (Febri Oky Wicaksono, 2018). Design methodology is a systematic and

structured approach to planning, designing, and developing products, services, or

experiences that meet user needs (Dian Cahyadi, 2023).

Table 3

Morphology of the four elements of graphic design

Morphology of Advertising Element Design

Content

Model & Weight of Call to Sentence

Clarity of Information Submitted

Text type/font used

Identity

Brand Clarity

Brand distinctive features (dominant color)

Arrangement and Position

Patterns

Eye Vision Flow

Image Placement &; Information

Propose

Image Size

Post Size

From the morphology above, it can be a model of the appearance of the brochure

layout that each designer wants and, according to the interests of the interested, some

concepts of arrangement patterns, positions, and purpose that will be used as a basis for

making ad layouts.

Figure 1

Choice of Ad Design Layout Patterns

Persuasion Element Analysis Stage

Three types of persuasion are selected in the element of persuasion: Scarcity Effect,

Social Proof &; Small Commitment. To have a great effect, persuasion elements are

implemented in promos on each advertising image design with time limits such as time

presses.

1

6

2

4

3

7

5

1

6

2

4

3

7

5

A1

A2

Optimization of two-dimensional advertising design with persuasion aspects using Value

Engineering and Hierarchy Process Analysis (Project: Xyz Singosari Car Salon)

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1445

Table 4

Table of implementation of the form of persuasion elements

No

Description

Alternative Forms

Image Symbol

1

Scarcity Effect

Promo 25% (1st-10th)

Promo 30% (20th-25th)

Promo 40% (10th-15th)

Promo 50% (25th-30th)

A11

A12

A13

A14

2

Social Proof

One year warranty

Two years warranty

Three years warranty

Four years warranty

A21

A22

A23

A24

3

Small

Commitment

Voging

Detailing Machine

Glass Poles

Free 1 x maintenance

A31

A32

A33

A34

The stage of analysis of costs arising from implementing "Persuasion."

In this stage, all aspects of expenses resulting from the implementation of

persuasion advertising are calculated according to existing standards in the Company

(XYZ car salon), while the calculation analysis data is as follows:

Table 5

Cost analysis table of a persuasion advertising implementation

No

Persua

sive

Understanding

Model

Application

Cost (Medium

Car)

1

Scarcit

y

Effect

Marketing

techniques that use

the concept of

scarcity or

limitation to

increase the value

of a product or

service

Special

promo

restrictio

ns

Promo 25% (1st-10th)

Promo 30% (20th-25th)

Promo 40% (11th-15th)

Promo 50% (25th-30th)

Rp. 1.000.000

Rp. 1.200.000

Rp. 1.600.000

Rp. 2.000.000

2

Social

proof

In situations or

phenomena, a

person tends to

believe/follow the

actions or opinions

of others when

Provisio

n of

Warrant

y Card

and

Service

Treatme

nt

Note :

One year warranty

Basecode = 1 layer

(75rb)

Maincoat = 1 layer

(400rb)

Foudationcoat = 1

layer(50rb)

Two years warranty

Card: Rp.

36.000

Treatment:

RP 400.000

Maintenance :

Rp 40.000

Total Cost =

Rp 476.000

Didik Eko Prasetyo

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1446

faced with

uncertain

situations. In

digital marketing,

social proof refers

to using social

proof to influence

consumer

behavior.

The

coating

treatmen

t process

has three

stages,

namely:

- Basec

oat

- Main

Coati

ng

- Found

ation

Coat

Basecode = 1 layer

(75rb)

Maincoat = 2 layer

(800rb)

Foudationcoat = 1 layer

(50rb)

Three years warranty

Basecode = 1 layer

(75rb)

Raincoat = 3 layer

(1,2jt)

Foudationcoat = 1 layer

(50rb)

Four years warranty

Basecode = 1 layer

(75rb)

Raincoat = 3 layer

(1,2jt)

Foudationcoat = 2

layer(100rb)

Card: Rp.

36.000

Treatment:

RP 800.000

Maintenance :

Rp 40.000

Total Cost =

Rp 876.000

Card: Rp.

36.000

Treatment: Rp

1.200.000

Maintenance :

Rp 40.000

Total Cost =

Rp 1.276.000

Card: Rp.

36.000

Treatment: Rp

1.200.000

Maintenance :

Rp 100.000

Total Cost =

Rp 1.336.000

Cost analysis of design elements and persuasion elements in the application of

advertising design

The description of the design elements and persuasion analysis is then combined

into one analysis to obtain price composition and used as a reference for making

advertising designs for the combined analysis data of design elements and persuasion

elements.

Recommendation Stage

This stage aims to provide recommendations by finding the weight of graphic

design elements and persuasion advertising elements by ranking using the zero-one

method.

Selection of design elements or preferred design criteria

Stages in the zero-one matrix analysis method by entering into the evaluation

matrix. According to Hutabarat (1995), an evaluation matrix is a decision-making method

combining qualitative and quantitative criteria. The weight index of each criterion can be

known using the function matrix. The requirements in this study were reviewed based on

the criteria previously described. Determine the object of analysis, namely the A11-A34

advertising image/design, and determine the design assessment criteria. Using the

morphology of visual graphic design in Table 6 by taking the following criteria.

Optimization of two-dimensional advertising design with persuasion aspects using Value

Engineering and Hierarchy Process Analysis (Project: Xyz Singosari Car Salon)

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1447

Table 6

Criteria Table of Design and Initial Morphology

No

Graphic Design Criteria (morphology)

Initial

1

Model & Weight of Call to Sentence

K1

2

Clarity of Information Submitted

K2

3

Types of writing used

K3

4

Brand Clarity

L1

5

Brand distinctive features (dominant color)

I2

6

Eye gaze

PP1

7

Clarity of image placement & information

PP2

8

Image size

P1

9

Writing size

P2

The results of filling out the survey were obtained by 31 respondents with Paired

Turnover Ad Index 1-12; the following is attached Paired Comparison Indesks ad one.

Table 7

Paired Comparison Brosur 1

Criterio

n

K1

K2

K3

I1

I2

PP1

PP2

P1

P2

Scor

e

Percenta

ge

K1

X

1

0

1

5

13.89

K2

0

X

1

0

1

0

1

3

8.33

K3

1

0

X

0

1

0

5

13.89

I1

1

X

1

0

1

0

5

13.89

I2

1

0

X

1

6

16.67

PP1

0

1

0

X

0

1

0

2

5.56

PP2

0

1

0

1

X

1

0

3

8.33

P1

0

1

0

1

0

X

1

3

8.33

P2

0

1

0

1

0

X

4

11.11

Total

36

100

From the Paired Comparison matrix table of ads 1-12, the matrix table analyzes the

following functions.

Table 8

Function Analysis Matrix

Broc

hure

Function

Brochure

TOT

AL

K1

K2

K3

I1

I2

PP

1

PP

2

P1

P2

Weight

0.2

2

0.1

4

0.1

9

0.1

1

0.0

8

0.0

6

0.1

7

0.0

3

0.0

0

1

Index

0.1

4

0.0

8

0.1

4

0.1

4

0.1

7

0.0

6

0.0

8

0.0

8

0.1

1

Didik Eko Prasetyo

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1448

Index x

Weights

0.0

3

0.0

1

0.0

3

0.0

2

0.0

1

0.0

0

0.0

1

0.0

0

0.0

0

11.81

2

Index

0.1

4

0.1

1

0.1

7

0.1

9

0.1

7

0.0

6

0.0

8

0.0

3

0.0

6

Index x

Weights

0.0

3

0.0

2

0.0

3

0.0

2

0.0

1

0.0

0

0.0

1

0.0

0

0.0

0

13.19

3

Index

0.1

7

0.1

1

0.1

1

0.0

8

0.1

4

0.1

1

0.0

8

0.0

6

0.1

4

Index x

Weights

0.0

4

0.0

2

0.0

2

0.0

1

0.0

1

0.0

1

0.0

1

0.0

0

0.0

0

11.65

4

Index

0.2

2

0.1

1

0.1

1

0.0

8

0.1

1

0.1

1

0.1

1

0.0

8

0.0

6

Index x

Weights

0.0

5

0.0

2

0.0

2

0.0

1

0.0

1

0.0

1

0.0

2

0.0

0

0.0

0

13.19

5

Index

0.1

4

0.1

4

0.1

1

0.0

8

0.1

1

0.0

8

0.1

7

0.0

6

0.1

1

Index x

Weights

0.0

3

0.0

2

0.0

2

0.0

1

0.0

1

0.0

0

0.0

3

0.0

0

0.0

0

12.42

6

Index

0.2

2

0.1

1

0.1

1

0.1

7

0.1

1

0.0

3

0.0

8

0.1

1

0.0

6

Index x

Weights

0.0

5

0.0

2

0.0

2

0.0

2

0.0

1

0.0

0

0.0

1

0.0

0

0.0

0

13.27

7

Index

0.1

7

0.1

4

0.1

4

0.0

8

0.1

4

0.1

4

0.0

3

0.0

6

0.1

1

Index x

Weights

0.0

4

0.0

2

0.0

3

0.0

1

0.0

1

0.0

1

0.0

0

0.0

0

0.0

0

11.81

8

Index

0.1

4

0.1

1

0.1

4

0.1

4

0.1

1

0.0

8

0.0

3

0.1

1

0.1

4

Index x

Weights

0.0

3

0.0

2

0.0

3

0.0

2

0.0

1

0.0

0

0.0

0

0.0

0

0.0

0

11.03

9

Index

0.1

4

0.1

7

0.1

4

0.1

4

0.1

4

0.0

8

0.0

3

0.0

6

0.1

1

Index x

Weights

0.0

3

0.0

2

0.0

3

0.0

2

0.0

1

0.0

0

0.0

0

0.0

0

0.0

0

11.88

Table description:

1. In the table is presented each weight of each brochure design.

2. Giving a value to the weight based on the importance of the criteria of each brochure

with the paired comparison method.

3. From each index multiplied by the weight of the criteria.

4. Total results are the sum of index multiplications with weights and top 4 results,

namely in the ads of Brochure 10 (A32), Brochure 12 (A34), Brochure 11 (A33), and

Brochure 6 (A21)

Selection of elements of persuasion or alternative persuasion

The selection of persuasion ads uses the zero one method to find out the ranking of

each ad by using a questionnaire using 12 brochures in the format of the choice of

Optimization of two-dimensional advertising design with persuasion aspects using Value

Engineering and Hierarchy Process Analysis (Project: Xyz Singosari Car Salon)

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1449

questionnaire as an object. Analysis of respondents before selecting or filling out

questionnaires obtained 31 respondents with a zero one matrix of 31.

Reporting Phase

This stage is to evaluate performance based on the costs incurred by ad

implementation; performance is the multiplication between weight (design analysis) and

rating (persuasion analysis) obtained in zero one analysis, while the evaluation matrix is

as follows:

Table 9

Evaluation Matrix

No

Ads

Persuasi

ve

Performance

Cost

(Rp)

Valu

e

Rank

(Value)

I.Bo

bot

Ranki

ng

A11

Scarcity

Effect

Alternati

ve 1

Deadline

Date 1-

10

Diskon

25%

11.8

1

12

1.02

5.00

0

0.00

0138

26

7

A12

Scarcity

Effect

Alternati

f 2

Deadline

Date

20-25

Diskon

30%

13.1

9

11

1.22

5.00

0

0.00

0118

44

8

A13

Scarcity

Effect

Alternati

f 3

Deadline

Date

11-15

Diskon

40%

11.6

5

1.62

5.00

0

0.00

0035

84

12

Didik Eko Prasetyo

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1450

A14

Scarcity

Effect

Alternati

f 4

Deadline

Date

25-30

Diskon

50%

13.1

9

2.02

5.00

0

0.00

0058

62

11

A21

Social

Proof

Alternati

f 1

1 Year

Warranty

12.4

2

4

501.

000

0.09

9161

68

4

Table 10

Evaluation Matrix (Advanced)

No

Ads

Persua

sive

Performance

Cost

(IDR)

Value

Stage

(Valu

e)

I.Bobo

t

Ranking

A34

Small

Commit

ment

Alterna

tive 4

Free

Mainte

nance

Worth

RP

450RB

14.89

6

110.0

00

0.8121

8182

2

The discussion of the research above shows that graphic design elements,

persuasion elements, and cost analysis are needed in making a good advertising design.

These costs are based on the costs arising from the process of creating advertisements and

the impact of ads that will be made; the effect of making advertisements can be in the

form of discounts, promos, or other commitments, which will be given or installed as a

Optimization of two-dimensional advertising design with persuasion aspects using Value

Engineering and Hierarchy Process Analysis (Project: Xyz Singosari Car Salon)

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1451

form of persuasive advertising appeal in advertising practices. From the results of the

evaluation matrix, the results of advertisements that have high value are advertisements

by provide elements of persuasion with alternative small commitments that are proven to

dominate choice and high value.

Conclusion

Based on the results of selecting graphic design elements and persuasion elements

in two-dimensional advertising using value engineering and process hierarchy analysis

(AHP), selected graphic design elements were obtained: content, identity, arrangement

pattern & proportion, and position. Persuasion elements, including scarcity effect, social

proof, and small commitment from the combination of design elements and persuasion

elements, formed 12 alternative advertising design options. Using the zero one method

and the value matrix, four ads are recommended for use, namely (1).

Advertisement/brochure code A32 has a rank of 9 and a weight index of 15.74 with

persuasion elements free maintenance (Engine Detailing) for IDR 400,000, result value

0.85854545 with a cost of IDR 165,000. (2). Advertisement/brochure code A34 has a

rank of 6 and a weight index of 14.89 elements of persuasion free maintenance (Glass

Coat) for IDR 450,000, result value 0.81218182 with a cost of IDR 110,000. (3). A31

advertisement/brochure has a rank of 3 and a weight index of 11.88 with persuasion

elements free maintenance (Coating Maintenance) for Rp 400,000; the result value is

0.37515789 with a cost of Rp 95,000. (4) The A21 advertisement/brochure has a rank of

4 and a weight index of 14.42 with persuasion elements. Warranty with a warranty length

of 1 year, result value 0.09916168 with a cost of Rp 501,000.

Didik Eko Prasetyo

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 4, April 2024 1452

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