Wardani, Nabila Kusuma (2026) Visual Merchandise Design for Ondomohen 1896 to Differentiate The Brand Among Generation Z. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Tourism and the creative economy are two interrelated sectors that play a strategic role in shaping a city’s image and competitiveness. Several regions in Indonesia have successfully developed creative products as tourism icons, such as Joger in Bali and Dagadu in Yogyakarta. However, Surabaya has yet to establish a design product that strongly represents its visual identity while remaining relevant to younger generations. This situation presents an opportunity to develop creative products that function not only as souvenirs but also as media with symbolic and emotional value. This project focuses on developing Ondomohen 1896’s product design as a strategy to support Surabaya’s tourism through a visual merchandise approach targeting Generation Z. A mixed-method approach was employed, combining qualitative and quantitative methods, including a literature review, interviews with the owner of the Ondomohen 1896 brand, and an online questionnaire distributed to respondents aged 17–30. The data were analyzed descriptively to understand visual preferences, consumption behavior, and audience perceptions toward locally inspired products. The findings indicate that Generation Z prefers products with strong visual design, exclusive value, collectible characteristics, and the ability to represent identity and pride in their hometown. Merchandise is perceived as a medium of self-expression and emotional attachment. Based on these findings, this design project develops Ondomohen 1896 as a collectible product line featuring a fresh, contemporary, and trend-adaptive visual style by incorporating elements such as city icons, local dialect, and Surabaya’s historical values. Through this visual merchandise design, a concept is created that distinguishes Ondomohen 1896 within the Generation Z market while offering products that are not only functional but also carry representational value and an emotional connection to the identity of Surabaya. Keywords: Generation Z, collectible products, Surabaya city
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Contributors: |
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products N Fine Arts > N Visual arts N Fine Arts > NC Drawing Design Illustration |
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| Divisions: | Faculty of Architecture and Design > Departement of Visual Communication Design | ||||||||||||
| Depositing User: | Nabila Kusuma Wardani | ||||||||||||
| Date Deposited: | 03 Jun 2026 02:47 | ||||||||||||
| Last Modified: | 03 Jun 2026 02:52 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/53310 |
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