MAHENDRA, DENDY (2026) PERANCANGAN DESAIN MERCHANDISE SEBAGAI MEDIA PROMOSI MUSEUM LAYANG-LAYANG INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Indonesian Kite Museum plays an important role in preserving and promoting the cultural heritage of traditional Indonesian kites. However, the museum's promotional merchandise is still limited. This study aims to design a merchandise collection as a promotional medium to introduce Indonesian kite culture to children and families. Data were collected through observations, interviews, literature reviews, documentation, and questionnaires. The visual concept adopted is Playful Cultural Branding, featuring chibi-style character illustrations inspired by three traditional Indonesian kites: Kaghati Kolope, Janggan, and Koang. The final designs were implemented into various merchandise products, including tumblers, tote bags, notebooks, T-shirts, puzzles, mugs, plates, keychains, and stickers. The evaluation results indicate that the majority of respondents considered the merchandise visually appealing, communicative, and effective in introducing Indonesian kite culture. Therefore, the merchandise is considered suitable as a promotional medium for the Indonesian Kite Museum. Keywords: Merchandise, promotional media, Indonesian Kite Museum, Indonesian kite culture Museum Layang-Layang Indonesia memiliki peran dalam melestarikan budaya layang-layang Nusantara, namun media promosi berupa merchandise yang dimiliki masih terbatas. Penelitian ini bertujuan merancang desain merchandise sebagai media promosi yang mampu memperkenalkan budaya layang-layang Indonesia kepada anak-anak dan keluarga. Data penelitian diperoleh melalui observasi, wawancara, studi pustaka, dokumentasi, dan penyebaran kuesioner. Konsep visual yang diterapkan adalah Playful Cultural Branding dengan ilustrasi karakter bergaya chibi yang terinspirasi dari tiga layang-layang tradisional, yaitu Kaghati Kolope, Janggan, dan Koang. Hasil perancangan diwujudkan dalam berbagai media merchandise, seperti tumbler, tote bag, notebook, kaos, puzzle, mug, piring, gantungan kunci, dan stiker. Berdasarkan hasil implementasi dan evaluasi, mayoritas responden menilai merchandise memiliki tampilan yang menarik, komunikatif, serta mampu memperkenalkan budaya layang-layang Indonesia sehingga layak digunakan sebagai media promosi Museum Layang-Layang Indonesia. Kata kunci: Merchandise, media promosi, Museum Layang-Layang Indonesia, budaya layang-layang.
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