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"ABSTRAKPenerapan mekanisme ilusi atau distorsi visual sebagai representasi konsep kreatif dapat menjadi faktor yang sangat memicu atensi visual pengamat. Skripsi ini mencoba mengungkap fenomena ilusi dan cara penerjemahannya dalam ruang nyata, serta bagaimana dialami pengamat dengan menganalisis Louis Vuitton Exhibition Series 3 di London. Ekshibisi ini menceritakan perjalanan koleksi Louis Vuitton dari masih berada dalam imajinasi perancang busananya hingga hasil akhir. Dengan mempertimbangkan proses perseptual manusia, didapatkan efek-efek seperti berada dalam new dimension, infinity, hingga dizzying experience. Disimpulkan dalam skripsi ini bahwa melalui ilusi, realitas dapat didisdorsikan, dan perancang eksebisi ini dapat menciptakan persepsi 'baru' yang menarik pengamat.

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ABSTRACTThe implementation of illusion mechanism or visual distortion that represent creative concepts can be a factor that triggers the viewer's attention. This undergraduate thesis tries to uncover the illusion phenomenon and its abbreviation in reality, and how the they affect viewers by analyzing the Louis Vuitton Exhibition Series 3 in London. This exhibition tells the journey of Louis Vuitton collections beginning from the imagination of the fashion designer until it becomes a finished product. Through considering human's perceptual process, it can be implied that the effects found such as being in a new dimension, infinity, up to dizzying experience. It is concluded in this work that through illusion, reality can be distorted, and the exhibition designer managed to create a new perception that attracts viewers."

"Semakin banyak pelanggan menggunakan media sosial untuk mendapatkan informasi tentang merek dan memandu pembelian mereka. Hubungan antara pemasaran media sosial (social media marketing activities-SMMA) dan ekuitas merek berbasis konsumen (consumer-based brand equity-CBBE) pada konsumen Generasi Z dipengaruhi melalui pengalaman merek (brand experience-BE) dan manfaat media sosial (social media benefits-SMB) dari platform media sosial. Penelitian ini menerapkan partial least square model (PLS) dengan 125 responden Generasi Z yang mengikuti merek Louis Vuitton di platform media sosial Instagram. Penelitian ini menunjukkan adanya hubungan antara SMMA dan CBBE yang dipengaruhi melalui mediasi pengalaman merek (BE) serta manfaat media sosial (SMB). Akan tetapi, penelitian ini juga menunjukkan bahwa pengalaman merek (BE) dan manfaat media sosial (SMB) tidak memiliki hubungan langsung dengan CBBE tanpa mediasi. Temuan penelitian ini dapat digunakan oleh manajer luxury brands untuk merancang pemasaran media sosial untuk meningkatkan pemasaran kepada Generasi Z dan evaluasi ekuitas merek (brand equity) di platform media sosial.

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More and more customers are using social media to learn about brands and guide their purchases. The relationship between social media marketing activities (SMMA) efforts and consumer-based brand equity (CBBE) among Generation Z consumers is hypothesized to be mediated by brand experience (BE) and the social media benefits (SMB) resulting from engagement in social media platforms. Putting into action, the partial least squares path modeling (PLS) used to evaluate 125 of Louis Vuitton brand’s followers on the social media platform of Instagram. According to the findings, the relationship between SMMA and CBBE is mediated by brand experience as well as social media benefits; however, the result also show that brand experience and social media benefits does not have any direct relationship regarding the CBBE without mediation. These findings could be used by luxury brand managers to design social media marketing approaches that improve Generation Z's overall social media marketing activities and evaluations of brand equity in social media platforms.

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