PERANCANGAN ANIMASI 2D DALAM UPAYA PENINGKATAN BRAND IMAGE Caroline.id

ANDARI, GHIFARY PUTRI (2025) PERANCANGAN ANIMASI 2D DALAM UPAYA PENINGKATAN BRAND IMAGE Caroline.id. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The automotive industry, particularly in the used car sector, has experienced significant growth despite economic challenges. Caroline.id is a rising brand in the used car industry. It is an online-to-offline used car buying and selling platform with branch networks in cities across Indonesia. Additionally, various promotional strategies are employed to build brand image and reach a wider audience. To address this, 2D animation was designed as a promotional strategy to enhance Caroline.id brand image. This study utilizes a design thinking-based approach. Data was collected through interviews with Caroline.id representatives and competitor analysis. As a result, a 2D animated video was created using a comedic genre with visual storytelling approach that illustrates common issues in purchasing used cars while highlighting Caroline.id advantages, particularly the 7G+ Warranty. Testing results indicate that the animation effectively delivers messages in an informative and engaging manner. Respondents provided positive feedback on the visualization, storyline, and clarity of the message. In conclusion, using 2D animation as a promotional medium successfully increases public awareness of the Caroline.id brand and strengthens its image as a trusted platform for buying and selling used cars. Keywords: 2D Animation, Brand Image, Caroline.id, Design Thinking, Promotional Video Perkembangan industri otomotif, khususnya dalam sektor mobil bekas, mengalami peningkatan signifikan di tengah tantangan ekonomi. Caroline.id merupakan brand yang saat ini sedang naik daun di industri mobil bekas. Caroline.id adalah platform jual beli mobil bekas yang bergaransi online to offline, dengan jaringan cabang di kota-kota di Indonesia. Selain itu, menggunakan berbagai macam promosi bertujuan untuk membangun citra merek secara langsung ke masyarakat luas. Untuk mengatasi hal ini, perancangan animasi 2D dipilih sebagai strategi promosi guna meningkatkan brand image Caroline.id. Penelitian ini menggunakan metode perancangan berbasis design thinking. Data diperoleh melalui wawancara dengan pihak Caroline.id dan analisis kompetitor. Hasilnya, dibuat video animasi 2D dengan pendekatan storytelling visual bergenre komedi yang menggambarkan permasalahan umum dalam pembelian mobil bekas dan menonjolkan keunggulan Caroline.id yaitu Garansi 7G+. Hasil pengujian menunjukkan bahwa animasi ini efektif dalam menyampaikan pesan secara informatif dan menarik. Responden memberikan tanggapan positif terhadap visualisasi, alur cerita, serta kejelasan pesan yang disampaikan. Kesimpulannya, penggunaan animasi 2D sebagai media promosi mampu meningkatkan kesadaran masyarakat terhadap brand Caroline.id dan memperkuat citra sebagai platform terpercaya dalam jual beli mobil bekas. Kata Kunci: Animasi 2D, Brand Image, Caroline.id, Design Thinking, Video Promosi

Item Type:	Thesis (S1)
Call Number CD:	FDSK/DKV. 25 021
NIM/NIDN Creators:	42319110020
Uncontrolled Keywords:	Animasi 2D, Brand Image, Caroline.id, Design Thinking, Video Promosi
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.5 Cartoons, Caricatures, Comics Drawings, Comic Books/Teknik Menggambar Kartun, Karikatur, Komik > 741.58 Animated Cartoons/Animasi Kartun 700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi
Divisions:	Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual
Depositing User:	khalimah
Date Deposited:	14 Feb 2025 07:25
Last Modified:	14 Feb 2025 07:25
URI:	http://repository.mercubuana.ac.id/id/eprint/94228

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