Perancangan Rebranding Batik Murni Madiun sebagai Upaya Meningkatkan Brand Awareness

Maharani, Alfina Zalfa (2025) Perancangan Rebranding Batik Murni Madiun sebagai Upaya Meningkatkan Brand Awareness. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Batik is an Indonesian cultural heritage that has been recognized by UNESCO as Intangible Cultural Heritage of Humanity since 2009. One of the regions that contributes to the preservation of batik culture is the city of Madiun, with Batik Murni Madiun as the place of production of batik motifs unique to the city of Madiun. However, the low brand awareness among the public regarding the Batik Murni Madiun brand poses a major challenge due to the inconsistent visual identity design and ineffective promotional strategies. This design aims to create a rebranding concept that includes visual identity design and supporting branding media capable of representing the image of Batik Murni Madiun, as well as designing an effective brand activation concept. This design uses qualitative and quantitative data collection methods. Primary data in this design comes from interviews, observations, and questionnaires. Secondary data comes from books, journals, articles, and existing studies. The data analysis techniques used in this design are descriptive analysis, TOWS matrix analysis, consumer insight analysis, and consumer journey analysis. The data analysis process yielded the keyword “Authentic Traditional Batik from Madiun,” which will serve as a reference for developing the design concept. Additionally, the data analysis results indicate the need for a visual identity that reflects the philosophy and image Batik Murni Madiun aims to highlight, namely authentic traditional batik motifs from the city of Madiun, high-quality batik products, and natural colors used in their products. Batik Murni Madiun also requires consistent branding support media and interactive promotional media to reach its target audience across various demographics. Through this rebranding design, it has been proven that Batik Murni Madiun's brand awareness has increased. This is evidenced by the results of a questionnaire that was distributed, with 85.7% of 49 respondents agreeing that Batik Murni Madiun's new visual identity better represents the brand image of Batik Murni Madiun. In addition, the new visual identity is more visually appealing and easier to recognize and remember. All redesigned branding support media also represent a consistent visual identity that aligns with the image of Batik Murni Madiun. Keywords: Rebranding, Visual Identity, Brand Awareness, Batik, Madiun

Item Type: Thesis (Undergraduate)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorYani, Aditya RahmanNIDN0729098101aditya.dkv@upnjatim.ac.id
Thesis advisorWulandari, SriNIDN0019049303sri.wulandari.dkv@upnjatim.ac.id
Subjects: N Fine Arts > N Visual arts
Divisions: Faculty of Architecture and Design > Departement of Visual Communication Design
Depositing User: Alfina Zalfa Maharani
Date Deposited: 16 Jun 2025 02:15
Last Modified: 16 Jun 2025 02:15
URI: https://repository.upnjatim.ac.id/id/eprint/37721

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