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

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.