IMPLEMENTASI DESAIN KOMUNIKASI VISUAL DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN TIKET EVENT DINO NIGHT RUN

This study evaluates the effectiveness of visual communication design (VCD) in increasing ticket purchasing decisions at the Dino Night Run event organized by Jawa Timur Park Group. In the digital era, organizing thematic events such as Dino Night Run is an effective strategy to attract visitors, with VCD and digital marketing playing a crucial role in shaping perceptions and encouraging participation. This study uses a qualitative approach using the CIPP (Context, Input, Process, Product) evaluation framework to analyze the event context, design resources, implementation process, and final ticket sales results. The results showed that jersey design was the main attraction for potential participants, and the overall quality of VCD succeeded in building a strong and attractive image. Consistent and professional VCD across multiple platforms (social media, website, physical tickets) increased trust and ease of navigation, accelerated purchasing decisions, and encouraged recommendations and repeat participation.