KAJIAN PERANCANGAN PASAR MILENIAL: PASAR YANG MERESPON PERILAKU MILENIAL

Rudy Lim, J.M. Joko Priyono Santoso
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Abstract

The market began to lose its physical form due to the emergence of the online market, which was caused by the behavior of millennials who demanded everything to be instant. The online market is not always good because there are many problems caused by the online market, such as quality goods fraud, cybercrime cases such as online account hijacking, goods security that is not guaranteed in the shipping process, and many others. The various problems posed by the online market are caused by a lack of direct interaction with the product or seller, so it can be concluded that the market still requires physical form.The method used to answer this issue begins with the process of collecting data on millennial habits and the issues that arise are mainly due to market developments. Then the matrix method is used to connect the data that has been collected until the results are obtained with diverse answers. Lastly, various massing experiments and concepts were carried out to create more options and develop more designs. Through this method the results are in the form of interactive programs that provide a different experience for the millennials so that the millennials will be interested in experiencing the space formed by the millennial market. The design experiment method also produces a form that gives identity to the environment around the site that lacks landmarks. The conclusion of this project is the Millennial Market: "Markets that respond to millennial behavior" along with programs in the form of traditional markets, digital gallery menus, e-clothing stores, food markets and gyms. These programs are programs that answer all millennial interactive needs, and prove that the millennials still need physical space.

 

Abstrak

Pasar mulai kehilangan bentuk fisiknya akibat kemunculan pasar online, yang disebabkan oleh perilaku millennial yang menuntut segalanya serba instant. Pasar online tidak selamanya baik karena banyak masalah yang ditimbulkan oleh pasar online, seperti penipuan kualitas barang, kasus cybercrime seperti pembajakan akun online, keamanan barang yang kurang terjamin dalam proses pengiriman, dan masih banyak lainnya. Berbagai masalah yang ditimbulkan pasar online tersebut disebabkan kurangnya interaksi langsung dengan produk atau penjual, sehingga dapat disimpulkan bahwa pasar masih membutuhkan bentuk fisik. Metode yang dipakai untuk menjawab issue ini berawal dari proses pengumpulan data mengenai kebiasaan millennial dan issue yang ditimbulkannya terutama terhadap perkembangan pasar. Kemudian metode matriks digunakan untuk menghubungkan data-data yang telah dikumpulkan sampai didapatkan hasil dengan jawaban yang beragam. Terakhir dilakukan berbagai eksperimen massing beserta konsepnya sehingga tercipta berbagai opsi dan pengembangan desain yang lebih. Melalui metode tersebut dicapai hasil berupa program-program interaktif yang memberikan pengalaman berbeda bagi millennial sehingga millennial akan tertarik untuk mengalami ruang yang dibentuk oleh pasar millennial. Metode eksperimen desain juga menghasilkan sebuah bentuk yang memberikan identitas kepada lingkungan sekitar site yang kekurangan landmark. Kesimpulan dari proyek ini adalah Pasar Millennial: “Pasar yang merespon perilaku millennial” beserta program-program didalamnya yang berupa traditional market, menu digital gallery, e-clothing store, food market dan gym. Program-program tersebut merupakan program yang menjawab segala kebutuhan interaktif millennial, dan membuktikan bahwa millennial masih membutuhkan ruang fisik.

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