PERANCANGAN BRAND IDENTITY “CERITA DI UNITED TRACTORS” DALAM UPAYA MENINGKATKAN BRAND AWARENESS

Desi Safitri, - (2024) PERANCANGAN BRAND IDENTITY “CERITA DI UNITED TRACTORS” DALAM UPAYA MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Identitas dalam sebuah brand merupakan hal penting yang digunakan sebagai pembentuk persepsi yang melekat pada ingatan masyarakat. Cerita di United Tractors merupakan media sosial milik PT United Tractors Tbk yang bertujuan untuk dapat membranding perusahaan melalui cerita dari sisi lain perusahaan, meliputi kegiatan ataupun kontribusi perusahaan. Namun, saat ini Cerita di United Tractors masih cukup lemah dalam melakukan penerapan brand identity nya. Untuk itu, perlu dilakukan perancangan brand identity pada Cerita di United Tractors untuk dapat meningkatkan brand awareness masyarakat. Metode yang digunakan adalah metode penelitian kualitatif deskriptif dengan pendekatan design thinking menurut Kelly dan Brown yang tahapannya terdiri dari empathize, define, ideate, prototype dan test. Teknik pengumpulan data dilakukan dengan metode observasi, wawancara dan kuesioner. Instrumen penelitian yang digunakan adalah kuesioner yang didistribusikan kepada responden dan hasil pengujian diukur pada pengolahan data menggunakan skala likert. Analisis data pada penelitian ini mengacu pada analisis oleh Miles dan Huberman diintegrasikan dengan analisis STP dan analisis SWOT. Pada perancangan dalam penelitian ini, menghasilkan output brand identity guideline sebagai pedoman visual penggunaan identitas pada media sosial Cerita di United Tractors. Hasil perancangan yang diterapkan pada media sosial Cerita di United Tractors memperoleh skor dengan hasil yang sangat baik pada penerapannya menurut hasil pengujian kepada responden. Hasil yang diperoleh dalam pengujian tersebut meliputi, pada aspek identitas memperoleh skor dengan persentase 89.1%, pada aspek media memperoleh skor dengan persentase 88.1%, dan pada aspek brand awareness memperoleh skor dengan persentase 89.1%. Sehingga, perancangan brand identity Cerita di United Tractors dapat meningkatkan brand awareness pada masyarakat. ----------- Identity in a brand is an important thing that is used as a perception shaper that is attached to the public's memory. Cerita di United Tractors is a social media company owned by PT United Tractors Tbk which aims to be able to brand the company through stories from the other side of the company, including activities or company contributions. However, currently Cerita di United Tractors is still quite weak in implementing its brand identity. For this reason, it is necessary to design a brand identity for Cerita di United Tractors to increase public brand awareness. The method used is descriptive qualitative research method with a design thinking approach according to Kelly and Brown whose stages consist of empathize, define, ideate, prototype and test. Data collection techniques were carried out using observation, interview and questionnaire methods. The research instrument used was a questionnaire distributed to respondents and the test results were measured in data processing using a Likert scale. Data analysis in this study refers to the analysis by Miles and Huberman integrated with STP analysis and SWOT analysis. In the design in this study, it will produce brand identity guideline output as a visual guideline for the use of identity on social media Cerita di United Tractors. The results of the design applied to social media Cerita di United Tractors obtained a score with very good results in its application according to the results of testing to respondents. The results obtained in the test include, in the identity aspect, a score with a percentage of 89.1%, in the media aspect, a score with a percentage of 88.1%, and in the brand awareness aspect, a score with a percentage of 89.1%. Thus, the design of brand identity Cerita di United Tractors can increase brand awareness in the community.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&user=5Hbu88EAAAAJ ID SINTA Dosen Pembimbing: Dian Rinjani: 6127196 Nurhidayatulloh: 6860681
Uncontrolled Keywords:	Brand Identity, Identitas Visual, Cerita di United Tractors. Brand Identity, Visual Identity, Cerita di United Tractors.
Subjects:	L Education > L Education (General) L Education > LB Theory and practice of education N Fine Arts > N Visual arts (General) For photography, see TR N Fine Arts > NE Print media T Technology > T Technology (General)
Divisions:	UPI Kampus cibiru > S1 Pendidikan Multimedia
Depositing User:	- Desi Safitri
Date Deposited:	20 Feb 2024 04:15
Last Modified:	20 Feb 2024 04:15
URI:	http://repository.upi.edu/id/eprint/115039

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