STRATEGI VISUAL UNTUK MENINGKATKAN BRAND AWARENESS HALOBALI DI KOREA SELATAN

Ulfah, Izzatul (2025) STRATEGI VISUAL UNTUK MENINGKATKAN BRAND AWARENESS HALOBALI DI KOREA SELATAN. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Batik is an intangible cultural heritage of humanity from Indonesia, designated by UNESCO in 2009. As a national identity, batik should continue to be developed and preserved, both domestically and internationally. Halobali is a modern batik-based lifestyle brand based in Busan, South Korea. Halobali aims to introduce batik and a new style to South Korean society. Questionnaire data collected by the author shows that Halobali's brand awareness in South Korea is still not optimal or widespread, with 95.7% of South Korean youth unaware of the Halobali brand. This research focuses on designing visual strategy of marketing media using the AISAS strategy to optimize Halobali's brand awareness among local South Korean communities, considering existing potentials and challenges. The study employs data collection methods such as interviews, observations, and questionnaires, which are then analyzed using the AISAS research method to produce designs that align with the target audience's behavior. The results of this design analysis consist of a marketing media series for Halobali, specifically crafted to meet the needs, conditions, and preferences of the target audience, which is the young population of South Korea. This design presents the concept of "The Colors of Life Halobali," highlighting the main values of Halobali. Through this design, it is hoped that the research can help enhance brand awareness while supporting the brand's vision of introducing batik in South Korea and on a broader international stages.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Chidtian, Aileena Solicitor Costa Rica El	NIPPPK198701192024212024	aileena.dkv@upnjatim.ac.id
Thesis advisor	Aji, Restu Ismoyo	NPT20119850106174	restu.ismoyo.dkv@upnjatim.ac.id

Subjects:

N Fine Arts > N Visual arts

Divisions:

Faculty of Architecture and Design > Departement of Visual Communication Design

Depositing User:

Izzatul Ulfah

Date Deposited:

16 Jun 2025 07:00

Last Modified:

16 Jun 2025 07:00

URI:

https://repository.upnjatim.ac.id/id/eprint/37651