Analisis komparatif representasi visual fashion antara foto katalog dan virtual try-on dalam E-commerce berdasarkan persepsi pengguna
DOI:
https://doi.org/10.30998/jd.v13i4.3320Keywords:
Virtual try-on, E-commerce, representasi visual, foto katalog, realisme visual, detail produkAbstract
Belanja produk fashion secara online dinilai lebih efisien, tetapi konsumen memiliki keterbatasan untuk mencoba produk secara langsung sebelum melakukan pembelian. Kemudian, virtual try-on hadir sebagai inovasi yang memungkinkan simulasi penggunaan produk secara digital. Penelitian ini bertujuan untuk menganalisis persepsi terhadap kualitas representasi visual fashion pada fitur virtual try-on di platform Shopee melalui studi komparatif antara hasil virtual try-on dan foto katalog produk sebagai referensi pembanding. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis visual dengan melibatkan empat responden pengguna Shopee yang sekaligus menjadi model virtual try-on. Analisis visual dilakukan berdasarkan aspek realisme visual yang meliputi warna dan tekstur, serta kejelasan representasi visual produk yang meliputi model dan detail objek. Wawancara semi-terstruktur dilakukan terhadap empat responden pengguna Shopee yang sekaligus menjadi model virtual try-on digunakan sebagai data pendukung untuk memperkuat interpretasi hasil analisis visual. Hasil penelitian menunjukkan bahwa foto katalog menghasilkan representasi visual yang lebih konsisten, sedangkan virtual try-on memberikan visualisasi yang lebih adaptif terhadap tubuh pengguna. Kedua media tersebut memiliki fungsi yang saling melengkapi dalam merepresentasikan produk fashion di E-commerce.
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