PERANCANGAN VISUAL BRAND IDENTITY PADA UMKM MIE HOKI UNTUK MENINGKATKAN BRAND AWARENESS DI KABUPATEN PASURUAN - Balqish, Nishofa; Widya Astuti, Eka Rini (Fakultas Ilmu Sosial dan Ilmu Politik Universitas Wiraraja, Sumenep, 2024)
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.