HAKAM, ABDURRAHMAN (2024) PERANCANGAN IDENTITAS VISUAL PADA AYAM GORENG MBA SRI. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in driving economic growth through their contribution to the Gross Domestic Product (GDP) and employment absorption. In Indonesia, MSMEs account for approximately 99% of total business units and contribute around 60.5% to the GDP, equivalent to Rp 8,573 trillion per year, while also absorbing about 97% of the national workforce, or approximately 116 million people (KADIN Indonesia, 2023). One significant MSME sector is the culinary industry, particularly the continuously innovating chicken processing businesses. However, intense competition demands that business owners keep innovating, including in brand identity development. Ayam Goreng Mba Sri, established in 2013 and known for its delicious, varied menu and affordable prices in Pamulang, Kelurahan Benda Baru, faces similar challenges. Despite having loyal customers, this business lacks a visual identity that reflects its uniqueness and product value. A strong visual identity is essential to create a positive perception in consumers' minds, differentiate the product from competitors, and enhance market competitiveness. The Visual Identity Design for Ayam Goreng Mba Sri aims to build a new brand image for Ayam Goreng Mba Sri. This design project includes the creation of a logo, Graphic Standards Manual, and the application of visual identity across various distribution media such as aprons, packaging, menus, x-banners, and posters. The outcome of this design process is a solution derived from problem analysis, problem identification, idea development, creation, and the alignment of design needs with business requirements to introduce Ayam Goreng Mba Sri's Visual Identity. Usaha Mikro, Kecil, dan Menengah (UMKM) memainkan peran vital dalam mendorong pertumbuhan ekonomi melalui kontribusinya terhadap Produk Domestik Bruto (PDB) dan penyerapan tenaga kerja. UMKM di Indonesia mencakup sekitar 99% dari total unit usaha dan menyumbang sekitar 60,5% PDB, setara dengan Rp 8.573 Triliun per tahun, serta menyerap sekitar 97% tenaga kerja nasional atau sekitar 116 juta orang (KADIN Indonesia, 2023). Salah satu sektor UMKMyang signifikan adalah industri kuliner, khususnya bisnis olahan ayam yang terus berinovasi. Namun, persaingan yang ketat menuntut pelaku usaha untuk terus berinovasi, termasuk dalam pengembangan identitas merek. Ayam Goreng Mba Sri, yang telah berdiri sejak 2013 dan dikenal karena kelezatan serta variasi menu dan harga yang terjangkau di Pamulang, Kelurahan Benda Baru, menghadapi tantangan serupa. Meskipun memiliki pelanggan setia, usaha ini belum memiliki identitas visual yang mencerminkan keunikan dan nilai produknya. Identitas visual yang kuat diperlukan untuk menciptakan persepsi positif di benak konsumen, membedakan produk dari pesaing, dan meningkatkan daya saing di pasar. Perancangan Identitas Visual Ayam Goreng Mba Sri adalah perancangan yang bertujuan untuk membangun citra merek baru bagi Ayam Goreng Mba Sri. Perancangan ini mencakup perancangan logo, GSM, dan penerapan identitas visual pada berbagai media distribusi seperti apron, kemasan, menu, x-banner, dan poster. Hasil dari perancangan ini merupakan solusi yang diperoleh dari analisis masalah, identifikasi masalah, pengembangan ide, pembuatan karya, dan penyesuaian perancangan dengan kebutuhan usaha untuk memperkenalkan Identitas Visual Ayam Goreng Mba Sri.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FDSK/DKV. 24 049 |
| NIM/NIDN Creators: | 42320010097 |
| Uncontrolled Keywords: | Identitas Visual, UMKM, Ayam Goreng, Logo |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.1 Sensory Perception/Persepsi Indera > 152.14 Visual Perception/Persepsi Visual 600 Technology/Teknologi > 600. Technology/Teknologi > 604 Technical Drawing/Menggambar Teknik, Hazardous Materials Technology/Teknologi Bahan Berbahaya, groups of people/Kelompok Masyarakat > 604.2 Technical Drawing/Menggambar Teknik > 604.24 Specific Drafting Procedures and Conventions/Prosedur dan Konvensi Perancangan Spesifik |
| Divisions: | Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 05 Sep 2024 06:44 |
| Last Modified: | 05 Sep 2024 06:44 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91199 |
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