REDESIGN IDENTITAS VISUAL PRODUK UMKM ‘BB YOGHURT’ SEBAGAI UPAYA MEMPERKUAT BRAND IDENTITY

    Abdul Hakim, Hasnan (2022) REDESIGN IDENTITAS VISUAL PRODUK UMKM ‘BB YOGHURT’ SEBAGAI UPAYA MEMPERKUAT BRAND IDENTITY. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Redesign identitas visual merupakan suatu upaya yang dilakukan dengan tujuan merubah total ataupun memperbaharui sebuah identitas merek yang telah ada tanpa mengabaikan tujuan utama melalui media komunikasi visual. Perancangan ulang identitas visual bagi produk UMKM "BB Yoghurt" bertujuan untuk mendorong terciptanya citra identitas baru dengan upaya memperkuat brand identity. Adapun metode yang digunakan dalam proses pelaksanaan redesign identitas visual tersebut, 5 tahapan sebagai pendekatan dalam design thinking tersebut yaitu Empathize, Define, Ideate, Prototype, dan Test. Hasil yang dicapai dari penelitian ini antara lain adalah proses perancangan ulang identitas visual produk dari usaha BB Yoghurt. Inti dari permasalah yang ditemukan yakni terkait bagaimana dirancang kembalinya identitas visual dengan upaya untuk mendorong terciptanya citra baru dari perusahaan UMKM tersebut. Permasalahan yang dikaji yang merupakan dasar dari dilakukannya penelitian ini antara lain adalah bagaimana proses proses perancangan ulang identitas visual dari produk UMKM BB Yoghurt. Teknik pengambilan data dilakukan dengan tahap studi literatur, wawancara, validasi media, dan
    kuesioner terhadap 30 konsumen "BB Yoghurt" sebagai sampel penelitian. Hasil dari penelitian ditemukan bahwa dengan dilakukannya perancangan ulang identitas visual
    produk usaha tersebut dapat memperkuat identitas merek usaha yang mana dapat memberikan dampak dalam memperoleh ketertarikan konsumen yang dinilai dari variabelvariabel identitas visual dan desain stiker kemasan pada merek usaha yang merupakan data inti dari penelitian ini.
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    Redesigning a visual identity is an effort made with the aim of completely changing or renewing an existing brand identity without the main purpose through visual communication. The redesign of the identity for the small enterprise product "BB Yoghurt" aims to encourage the creation of a new identity image by strengthening brand identity. As for the method used in the process of implementing the redesign of the visual identity, there are 5 stages as an approach to design thinking, namely Empathize, Define, Ideate, Prototype, and Test. The results achieved from this research include the process of redesigning the product identity of the BB Yoghurt business. The essence of the problem found is how to design the return of visual identity with an effort to encourage the creation of a new image of the small enterprise. The problem studied which is the basis of this research, among others, is how the process of redesigning the visual identity of the small enterprise BB Yoghurt product. The data collection technique was carried out by means of a literature study, interviews, media validation, and questionnaires to 30 consumers of "BB Yoghurt" as research samples. From the research, it was found that by redesigning the product identity, it can strengthen the business brand identity which can have an impact in gaining consumer interest which is assessed from the brand identity and packaging sticker design variables which are the core data of this study.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Uncontrolled Keywords: Redesign, Identitas Visual, Brand Identity, UMKM, Visual Branding
    Subjects: L Education > LB Theory and practice of education
    L Education > LB Theory and practice of education > LB1501 Primary Education
    > N Visual arts (General) For photography, see TR
    > NC Drawing Design Illustration
    > NE Print media
    > NX Arts in general
    Divisions: UPI Kampus cibiru > S1 Pendidikan Multimedia
    Depositing User: Hasnan Abdul Hakim
    Date Deposited: 15 Sep 2022 04:33
    Last Modified: 21 Sep 2022 04:02
    URI: http://repository.upi.edu/id/eprint/80244

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