PERANCANGAN IDENTITAS BRANDING PADA UMKM TELUR ASIN IBU IYAM DI KECAMATAN CIBIRU BANDUNG

• Main Author: Febyana Chitta, - (Author)
• Format: Book
• Published: 2022-09-08.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata

Summary

UMKM Telur Asin Ibu Iyam merupakan salah satu bisnis rumahan yang bergerak pada bidang kuliner khususnya pada penjualan telur itik. Berdasarkan dari hasil pengamatan awal yang dilakukan oleh peneliti berupa observasi dan wawancara kepada pemilik usaha Telur Asin yaitu Ibu Iyam, bahwa selama berkembangnya usaha Telur Asin Ibu Iyam ini belum memiliki identitas brand yang terkonsep. Oleh karena itu perlu dilakukan perancangan identitas branding pada UMKM Telur Asin Ibu Iyam yang memrepresentasikan merek Telur Asin Ibu Iyam sebagai strategi perusahaan untuk mengenalkan eksistensi produknya kepada masyarakat khususnya target audiens. Penelitian ini menggunakan metode kualitatif deskriptif serta model perancangan yang digunakan mengacu pada model perancangan Drs. Sadjiman Ebdi Sanyoto yang bersifat prosedural. Teknik pengumpulan data dilakukan dengan observasi, wawancara, dokumentasi, dan studi pustaka. Teknik analisis data yang digunakan adalah analisis interaktif model Miles dan Huberman dan analisis SWOT. Penelitian ini menghasilkan rancangan identitas branding dan pengaplikasiannya pada berbagai media yang meliputi media utama dan media pendukung seperti, kemasan produk, sign system atau papan nama, menu, banner, cap stempel, stiker, kartu nama, kartu ucapan, dan marketplace berupa Shopee. Berdasarkan hal tersebut, dapat disimpulkan bahwa dalam perancangan identitas branding tersebut didasarkan dari kajian data yang meliputi visi misi, karakter konsumen, dan penempatan merek UMKM Telur Asin Ibu Iyam sehingga membentuk unsur visual yang digunakan sebagai dasar dari perancangan identitas branding yaitu diantaranya, ilustrasi, warna, tipografi, dan visual brainstroming. Hasil dari visualisasi unsur visual tersebut didapatkan logo yang dirancang secara sederhana dan mewakili identitas perusahaan Telur Asin Ibu Iyam. Sebagai implementasi dari identitas brand, maka identitas brand tersebut diaplikasikan pada berbagai media komunikasi pemasaran. ------ Ms. Iyam's Salted Eggs MSME is one of the home businesses engaged in the culinary sector, especially in the sale of duck eggs. Based on the results of preliminary observations made by researchers in the form of observations and interviews with the owner of the Salted Egg business, namely Mrs. Iyam, that during the development of the Salted Egg business, Mrs. Iyam did not have a conceptualized brand identity. Therefore, it is necessary to design a branding identity for Ms. Iyam's Salted Egg MSMEs, which represents the Salted Egg brand, Mrs. Iyam, as a company strategy to introduce the existence of its products to the public, especially the target audience. This study used a descriptive qualitative method and the design model used referred to the design model of Drs. Sadjiman Ebdi Sanyoto which is procedural. Data collection techniques are carried out by observation, interviews, documentation, and literature studies. The data analysis techniques used are interactive analysis of Miles and Huberman models and SWOT analysis. This research resulted in the design of branding identity and its application in various media which include main media and supporting media such as, product packaging, sign systems or signage, menus, banners, stamp stamps, stickers, business cards, greeting cards, and marketplaces in the form of Shopee. Based on this, it can be concluded that the design of the branding identity is based on a data study that includes the vision and mission, consumer character, and the placement of the MsME brand of Mrs. Iyam's Salted Egg SO as to form visual elements that are used as the basis for branding identity design, including illustrations, colors, typography, and visual brainstroming. The result of the visualization of these visual elements obtained a logo that was designed simply and represented the corporate identity of Mrs. Iyam's Salted Eggs. As an implementation of brand identity, the brand identity is applied to various marketing communication media.

Item Description

http://repository.upi.edu/77267/1/S_MULTI_1807688_Title.pdf
http://repository.upi.edu/77267/7/S_MULTI_1807688_Chapter1.pdf
http://repository.upi.edu/77267/5/S_MULTI_1807688_Chapter2.pdf
http://repository.upi.edu/77267/3/S_MULTI_1807688_Chapter3.pdf
http://repository.upi.edu/77267/2/S_MULTI_1807688_Chapter4.pdf
http://repository.upi.edu/77267/6/S_MULTI_1807688_Chapter5.pdf
http://repository.upi.edu/77267/4/S_MULTI_1807688_Appendix.pdf