SALSABILA, SISYLIA SHAFA (2024) PERANCANGAN BRAND IDENTITY PADA GELATONESIA SEBAGAI UPAYA REBRANDING. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk merancang identitas brand yang efektif bagi Gelatonesia, sebuah UMKM es krim gelato, dengan fokus pada Generasi Z usia 19-22 tahun. Studi ini mendefinisikan variabel utama sebagai kesadaran merek, preferensi konsumen, dan elemen desain visual. Sebanyak kurang lebih delapan puluh lima responden berpartisipasi dalam memberikan umpan balik perancangan ini, dengan 57 di antaranya berasal dari Generasi Z, yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan metode design thinking, yang mencakup lima tahap yaitu emphatize, define, ideate, prototype, dan testing. Hasil penelitian menunjukkan bahwa meskipun Gelatonesia telah membangun hubungan emosional yang kuat dengan Generasi Z melalui nama, tagline, dan logo yang mencerminkan cita rasa gelato khas Indonesia, masih dibutuhkan beberapa perbaikan. Kesimpulan dari penelitian ini adalah bahwa desain identitas brand yang konsisten dan menarik berhasil menarik perhatian Generasi Z, tetapi perbaikan seperti penambahan x-banner untuk setiap varian gelato, desain kemasan waffle, dan penyediaan brosur informatif akan lebih meningkatkan daya tarik merek. Implementasi perbaikan ini diharapkan dapat memperkuat posisi Gelatonesia sebagai pelopor gelato Indonesia yang unik dan meningkatkan daya saingnya di pasar yang dituju. Perancangan ini menegaskan pentingnya pendekatan desain yang responsif terhadap preferensi target pasar dalam upaya meningkatkan popularitas dan kepercayaan konsumen. This study aims to design an effective brand identity for Gelatonesia, a small-medium enterprise (SME) gelato ice cream business, with a focus on Generation Z aged 19-22 years. The study defines the main variables as brand awareness, consumer preferences, and visual design elements. Approximately eighty-five respondents participated in providing feedback on this design, with 57 of them from Generation Z, selected through purposive sampling techniques. Data analysis was conducted using the design thinking method, which includes five stages: empathize, define, ideate, prototype, and test. The results of the study show that although Gelatonesia has built a strong emotional connection with Generation Z through a name, tagline, and logo that reflect the unique taste of Indonesian gelato, some improvements are still needed. The conclusion of this study is that a consistent and attractive brand identity design successfully captures the attention of Generation Z, but improvements such as the addition of x-banners for each gelato variant, waffle packaging designs, and the provision of informative brochures will further enhance the brand's appeal. The implementation of these improvements is expected to strengthen Gelatonesia's position as a unique Indonesian gelato pioneer and increase its competitiveness in the targeted market. This design underscores the importance of a responsive design approach to target market preferences in an effort to increase consumer popularity and trust.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 42320010122 |
| Uncontrolled Keywords: | Gelatonesia, Generasi Z, Brand, Identitas, Gelato Gelatonesia, Generation Z, Brand, Identity, Gelato |
| Subjects: | 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 10 Aug 2024 02:58 |
| Last Modified: | 10 Aug 2024 02:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90132 |
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