PERANCANGAN VISUAL BRAND IDENTITY PADA UMKM MIE HOKI UNTUK MENINGKATKAN BRAND AWARENESS DI KABUPATEN PASURUAN

PUBLIC CORNER Pub Date : 2024-07-21 DOI:10.24929/fisip.v19i1.3573

Nishofa Balqish, Eka Rini Widya Astuti

{"title":"PERANCANGAN VISUAL BRAND IDENTITY PADA UMKM MIE HOKI UNTUK MENINGKATKAN BRAND AWARENESS DI KABUPATEN PASURUAN","authors":"Nishofa Balqish, Eka Rini Widya Astuti","doi":"10.24929/fisip.v19i1.3573","DOIUrl":null,"url":null,"abstract":"Abstract \nResearch proves that visual brand identity has a significant effect on increasing brand \nawareness (Fernadi Hutomo Aji; Prof. Dr. Hatane Semuel, n.d.). Meanwhile, brand \nawareness has a significant influence on consumer purchasing decisions (Cahyani & \nSutrasmawati, 2016). In this research, visual brand identity was designed using the Research \nand Development (R&D) research method with a mix method approach (Prof. Dr. Sugiyono, \n2023). Qualitative data is used as a brand identity visualization concept through observation, \ninterviews, SWOT analysis and STP analysis. Quantitative data is used to assess the \neffectiveness of the visual brand identity produced through expert validity test questionnaires \nand trials on the people of Pasuruan Regency using a random sampling method using . \nThe data analysis technique uses a product suitability validity category table using a \n1-4 Likert Scale. The result of this research is the creation of a suitable visual brand identity \nfor Mie Hoki. The validity test results were successfully obtained in the very good category \nwith a score of 88.33% by media experts and 90.62% by material experts. The trial results \nshowed that the designed visual brand identity was able to increase brand awareness of Mie \nHoki in Pasuruan Regency with a score of 84% and in the very good category. \nKeywords : Design, Visual Brand Identity, MSMEs, Brand Awareness. \nAbstrak \nPenelitian membuktikan bahwa visual brand identity berpengaruh signifikan terhadap \npeningkatan brand awareness (Fernadi Hutomo Aji; Prof. Dr. Hatane Semuel, 2015). \nSedangkan brand awareness berpengaruh signifikan terhadap keputusan pembelian \nkonsumen (Cahyani & Sutrasmawati, 2016). Dalam penelitian ini, visual brand identity \ndirancang menggunakan metode Research and Development (R&D) dengan pendekatan mix \nmethode (Sugiyono, 2023). Data kualitatif digunakan sebagai konsep visualisasi brand \nidentity melalui observasi, wawancara, analisis SWOT, dan analisis STP. Data kuantitatif \ndigunakan untuk menilai efektivitas visual brand identity yang dihasilkan melalui angket uji \nvaliditas ahli dan uji coba terhadap masyarakat Kabupaten Pasuruan dengan metode random \nsampling menggunakan . \nTeknik analisis data menggunakan tabel kategori validitas kelayakan produk melalui \nSkala Likert 1-4. Hasil penelitian ini ialah terciptanya visual brand identity yang layak untuk \nMie Hoki. Hasil uji validitas berhasil didapat pada kategori sangat baik dengan skor 88,33% \noleh ahli media dan 90,62% oleh ahli materi. Hasil uji coba menunjukkan bahwa visual brand \nidentity yang dirancang mampu meningkatkan brand awareness Mie Hoki di Kabupaten \nPasuruan dengan skor 84% dan dalam kategori sangat baik. \nKata Kunci : Perancangan, Visual Brand Identity, UMKM, Brand Awareness.","PeriodicalId":228235,"journal":{"name":"PUBLIC CORNER","volume":"37 18","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"PUBLIC CORNER","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.24929/fisip.v19i1.3573","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Abstract Research proves that visual brand identity has a significant effect on increasing brand awareness (Fernadi Hutomo Aji; Prof. Dr. Hatane Semuel, n.d.). Meanwhile, brand awareness has a significant influence on consumer purchasing decisions (Cahyani & Sutrasmawati, 2016). In this research, visual brand identity was designed using the Research and Development (R&D) research method with a mix method approach (Prof. Dr. Sugiyono, 2023). Qualitative data is used as a brand identity visualization concept through observation, interviews, SWOT analysis and STP analysis. Quantitative data is used to assess the effectiveness of the visual brand identity produced through expert validity test questionnaires and trials on the people of Pasuruan Regency using a random sampling method using . The data analysis technique uses a product suitability validity category table using a 1-4 Likert Scale. The result of this research is the creation of a suitable visual brand identity for Mie Hoki. The validity test results were successfully obtained in the very good category with a score of 88.33% by media experts and 90.62% by material experts. The trial results showed that the designed visual brand identity was able to increase brand awareness of Mie Hoki in Pasuruan Regency with a score of 84% and in the very good category. Keywords : Design, Visual Brand Identity, MSMEs, Brand Awareness. Abstrak Penelitian membuktikan bahwa visual brand identity berpengaruh signifikan terhadap peningkatan brand awareness (Fernadi Hutomo Aji; Prof. Dr. Hatane Semuel, 2015). Sedangkan brand awareness berpengaruh signifikan terhadap keputusan pembelian konsumen (Cahyani & Sutrasmawati, 2016). Dalam penelitian ini, visual brand identity dirancang menggunakan metode Research and Development (R&D) dengan pendekatan mix methode (Sugiyono, 2023). Data kualitatif digunakan sebagai konsep visualisasi brand identity melalui observasi, wawancara, analisis SWOT, dan analisis STP. Data kuantitatif digunakan untuk menilai efektivitas visual brand identity yang dihasilkan melalui angket uji validitas ahli dan uji coba terhadap masyarakat Kabupaten Pasuruan dengan metode random sampling menggunakan . Teknik analisis data menggunakan tabel kategori validitas kelayakan produk melalui Skala Likert 1-4. Hasil penelitian ini ialah terciptanya visual brand identity yang layak untuk Mie Hoki. Hasil uji validitas berhasil didapat pada kategori sangat baik dengan skor 88,33% oleh ahli media dan 90,62% oleh ahli materi. Hasil uji coba menunjukkan bahwa visual brand identity yang dirancang mampu meningkatkan brand awareness Mie Hoki di Kabupaten Pasuruan dengan skor 84% dan dalam kategori sangat baik. Kata Kunci : Perancangan, Visual Brand Identity, UMKM, Brand Awareness.

查看原文本刊更多论文

为 umkm mie hoki 设计视觉品牌标识，以提高品牌在帕苏鲁安地区的知名度

摘要研究证明，视觉品牌识别对提高品牌知名度有显著效果（Fernadi Hutomo Aji；Prof. Dr. Hatane Semuel，n.d.）。同时，品牌知名度对消费者的购买决策具有重要影响（Cahyani & Sutrasmawati，2016）。在本研究中，视觉品牌识别的设计采用了混合法的研发（R&D）研究方法（Prof. Dr. Sugiyono, 2023）。通过观察、访谈、SWOT 分析和 STP 分析，将定性数据用作品牌识别可视化概念。定量数据用于评估视觉品牌识别的有效性，通过专家有效性测试问卷和对 Pasuruan 地区居民的试验，使用随机抽样方法。数据分析技术采用 1-4 利克特量表的产品适用性有效性类别表。这项研究的成果是为 Mie Hoki 创建了一个合适的视觉品牌标识。效度测试结果显示，媒体专家的评分为 88.33%，材料专家的评分为 90.62%，成功地获得了 "非常好 "类别。试验结果表明，所设计的视觉品牌标识能够提高三重县的品牌知名度，得分为 84%，属于非常好的类别。关键词：设计、视觉品牌识别、中小微企业、品牌认知度。Abstrak Penelitian membuktikan bahwa visual brand identity berpengaruh signifikan terhadap peningkatan brand awareness (Fernadi Hutomo Aji; Prof. Dr. Hatane Semuel, 2015)。品牌知名度对品牌形象的提升具有重要意义（Cahyani & Sutrasmawati，2016 年）。视觉品牌识别是研究与开发（R&D）模式的重要组成部分（Sugiyono，2023 年）。通过观察、分析、SWOT 分析和 STP 分析，对品牌形象视觉识别系统进行数据挖掘。通过随机抽样的方法，对帕苏鲁安省的城市中的品牌识别视觉效果和品牌识别的有效度和品牌识别的可信度进行数据挖掘。数据分析技术通过李克特 1-4 分值表（Skala Likert 1-4）对产品的有效性进行分类。这是为 Mie Hoki 设计的视觉品牌识别。在不同类别中，有效问卷的比例分别为媒体88.33%和材料90.62%。视觉品牌形象的传播有助于提高巴苏鲁安省 Mie Hoki 的品牌知名度，该品牌知名度在各分类中的占比分别为 84% 和 90.62%。Kata Kunci ：Perancangan, Visual Brand Identity, UMKM, Brand Awareness.

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

PUBLIC CORNER

自引率

0.00%

发文量