Perancangan Merchandise Tematik Sebagai Strategi Penguatan Brand Experience Pengunjung Di Kidzania Surabaya

Siswanto, Jacqueline Chelsea (2025) Perancangan Merchandise Tematik Sebagai Strategi Penguatan Brand Experience Pengunjung Di Kidzania Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

KidZania Surabaya merupakan pusat edutainment tematik yang menawarkan pengalaman bermain profesi kepada anak-anak melalui berbagai aktivitas interaktif. Namun, masih terdapat kesenjangan antara kekuatan brand experience yang dirasakan pengunjung dengan minat terhadap pembelian merchandise yang rendah. Hal ini menunjukkan bahwa peran merchandise sebagai ekstensi pengalaman belum dimaksimalkan secara optimal, terutama dalam konteks membangun ikatan emosional dan memperluas keterlibatan pengunjung di luar area bermain.
Metode yang digunakan dalam penelitian ini meliputi studi literasi, observasi lapangan, analisis target konsumen, studi eksperimental, depth interview, prototyping, dan user testing. Hasil dari data yang didapat kemudian dianalisa sehingga menjadi acuan dalam menentukkan konsep. Keyword yang digunakan dalam perancangan ini adalah “Adventure Explorer Merchandise Kit with KidZania Surabaya,” yakni merchandise yang tidak hanya menarik secara visual tetapi juga memiliki nilai edukatif, interaktif, dan relevan dengan profesi yang diperankan anak selama kunjungan. Perancangan ini akan menghasilkan beberapa alternatif visual dalam ilustrasi dan desain yang kemudian akan diaplikasikan pada produk merchandise berbasis storytelling dan pengalaman bermain (role-play), seperti storybook kit, permainan interaktif, dan aksesori/merchandise fungsional lainnya. Melalui perancangan ini, diharapkan produk perancangan dapat menjadi media penghubung antara pengalaman di KidZania dengan kehidupan sehari-hari anak, sekaligus memperkuat citra KidZania Surabaya sebagai institusi edutainment yang inovatif dan berdampak
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KidZania Surabaya is a thematic edutainment center that offers professional role-playing experiences to children through various interactive activities. However, a gap exists between the strong brand experience felt by visitors and the low interest in purchasing merchandise. This indicates that the role of merchandise as an extension of the experience has not been optimally maximized, especially in the context of building emotional bonds and expanding visitor engagement beyond the play area. The methodology used in this research includes a literature review, field observation, consumer target analysis, experimental studies, in-depth interviews, prototyping, and user testing. The collected data was then analyzed to serve as a reference in determining the final concept. The keyword guiding this design is "Adventure Explorer Merchandise Kit with KidZania Surabaya," signifying merchandise that is not only visually appealing but also has educational, interactive, and relevant value to the professions role-played by children during their visit.
This design process will yield several visual alternatives for illustration and design, which will then be applied to merchandise products based on storytelling and role-play experiences, such as a storybook kit, interactive games, and other functional accessories. Through this design, the resulting product is expected to become a connecting medium between the experience at KidZania and a child's daily life, while simultaneously strengthening the image of KidZania Surabaya as an innovative and impactful edutainment institution.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Experience, Merchandise Edukatif, Edutainment, Anak-anak, KidZania, Merchandise, KidZania, Brand Experience, Educational Merchandise, Edutainment, Children
Subjects:	N Fine Arts > NC Drawing Design Illustration
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Jacqueline Chelsea Siswanto
Date Deposited:	04 Aug 2025 02:19
Last Modified:	04 Aug 2025 02:19
URI:	http://repository.its.ac.id/id/eprint/126389

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