WICAKSONO, MUHAMMAD DIPO (2025) PERANCANGAN ULANG IDENTITAS VISUAL UMKM KEDAI HASRAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Micro, Small, and Medium Enterprises (MSMEs) play a vital role in the Indonesian economy, contributing significantly to job creation and economic growth. However, many MSMEs face challenges in marketing, competitiveness, and brand development. This study aims to analyze the condition of MSMEs in Indonesia, focusing on rebranding strategies that can increase their attractiveness and sustainability. Kedai Hasrat, as an MSME operating in the culinary sector, has demonstrated significant potential in attracting customers. However, to compete in an increasingly competitive market, Kedai Hasrat needs to rebrand to strengthen its brand identity and enhance the customer experience. This rebranding includes changes to visual elements, such as the logo and packaging, as well as the development of a more effective marketing strategy. Through this approach, it is hoped that Kedai Hasrat can increase its visibility and attractiveness in the market, as well as build stronger customer loyalty. This study will use qualitative methods to collect data from Kedai Hasrat owners and customers to understand their perceptions of the brand and identify areas for improvement. The results of this study are expected to provide useful recommendations for Kedai Hasrat and other MSMEs in facing the challenges of the digital era and increasing their competitiveness in the market. Keywords: Brand Identity, Visual Identity, Branding Usaha Mikro, Kecil, dan Menengah (UMKM) memainkan peran penting dalam perekonomian Indonesia, berkontribusi signifikan terhadap penciptaan lapangan kerja dan pertumbuhan ekonomi. Namun, banyak UMKM menghadapi tantangan dalam hal pemasaran, daya saing, dan pengembangan merek. Perancangan ini bertujuan untuk menganalisis kondisi UMKM di Indonesia, dengan fokus pada strategi rebranding yang dapat meningkatkan daya tarik dan keberlanjutan usaha. Kedai Hasrat, sebagai salah satu UMKM yang bergerak di bidang kuliner, telah menunjukkan potensi yang besar dalam menarik pelanggan. Namun, untuk bersaing di pasar yang semakin kompetitif, Kedai Hasrat perlu melakukan rebranding untuk memperkuat identitas merek dan meningkatkan pengalaman pelanggan. Rebranding ini mencakup perubahan dalam elemen visual, seperti logo dan kemasan, serta pengembangan strategi pemasaran yang lebih efektif. Melalui pendekatan ini, diharapkan Kedai Hasrat dapat meningkatkan visibilitas dan daya tariknya di pasar, serta membangun loyalitas pelanggan yang lebih kuat. Penelitian ini akan menggunakan metode kualitatif untuk mengumpulkan data dari pemilik Kedai Hasrat dan pelanggan, guna memahami persepsi mereka terhadap merek dan identifikasi area yang perlu diperbaiki. Hasil dari penelitian ini diharapkan dapat memberikan rekomendasi yang berguna bagi Kedai Hasrat dan UMKM lainnya dalam menghadapi tantangan di era digital dan meningkatkan daya saing mereka di pasar. Kata Kunci: Identitas Merek, Identitas Visual, Branding
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