Agustin, Foni Setya and Dimas Fakhruddin,, S.ST., M.Ds. (2024) Perancangan Ulang Identitas Visual Keripik Tempe Tono Untuk Meningkatkan Brand Awareness Melalui Pendekatan Eco-Friendly. Diploma thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk merancang ulang identitas visual Keripik Tempe Tono menggunakan pendekatan eco-friendly guna meningkatkan Brand Awareness. Usaha Mikro, Kecil, dan Menengah (UMKM), seperti Keripik Tempe Tono, berperan penting dalam ekonomi nasional namun sering menghadapi tantangan dalam menjaga konsistensi identitas visual dan menerapkan praktik bisnis yang ramah lingkungan. Penelitian ini menggunakan metode mixed methods yang menggabungkan pendekatan kualitatif dan kuantitatif. Data kualitatif diperoleh melalui observasi dan wawancara dengan pemilik dan konsumen untuk mendapatkan wawasan tentang persepsi terhadap identitas visual dan preferensi eco-friendly. Data kuantitatif diperoleh melalui survei untuk mengevaluasi tingkat brand awareness sebelum dan sesudah perubahan identitas visual. Analisis data menggunakan metode USP (Unique Selling Proposition), STP (Segmentation, Targeting, Positioning), dan SWOT (Strengths, Weaknesses, Opportunities, Threats) untuk mengidentifikasi faktor-faktor yang mempengaruhi keberhasilan implementasi perubahan identitas visual dan kemasan eco-friendly. Output dari penelitian ini mencakup desain kemasan yang ramah lingkungan, Graphic Standards Manual, serta berbagai merchandise lainnya. Penelitian ini diharapkan dapat memberikan rekomendasi strategis bagi Keripik Tempe Tono dalam memperkuat posisi pasar dan meningkatkan Brand Awareness melalui pendekatan inovatif dan berkelanjutan.
English Abstract
This research aims to redesign the visual identity of Keripik Tempe Tono using an eco- friendly approach to enhance brand awareness. Micro, Small, and Medium Enterprises (MSMEs), such as Keripik Tempe Tono, play a significant role in the national economy but often face challenges in maintaining visual identity consistency and implementing eco-friendly business practices. This research employs mixed methods, combining qualitative and quantitative approaches. Qualitative data is obtained through observations and interviews with owners and consumers to gain insights into perceptions of visual identity and eco-friendly preferences. Quantitative data is collected through surveys to evaluate the level of brand awareness before and after the visual identity change. Data analysis employs USP (Unique Selling Proposition), STP (Segmentation, Targeting, Positioning), and SWOT (Strengths, Weaknesses, Opportunities, Threats) methods to identify factors influencing the successful implementation of visual identity changes and eco-friendly packaging. The outputs of this research include eco-friendly packaging design, a Graphic Standards Manual, and various other merchandise. This ensures that the new visual identity can be consistently implemented across different media and products, supporting more effective and sustainable marketing efforts. This research is expected to provide strategic recommendations for Keripik Tempe Tono in strengthening market position and enhancing brand awareness through innovative and sustainable approaches.
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 052417 |
| Uncontrolled Keywords: | Eco-friendly, brand awareness, keripik tempe, identitas visual, perancangan ulang-Eco-friendly, brand awareness, tempeh chips, visual identity, redesign |
| Divisions: | Program Vokasi > D4 Desain Grafis |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 04 Sep 2024 06:35 |
| Last Modified: | 04 Sep 2024 06:35 |
| URI: | http://repository.ub.ac.id/id/eprint/225179 |
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