Perancangan Kemasan Multi-tiered Berbasis Brand Story Pada “Batik Tulis Etnik Madura” Pamekasan

Putri, Marella Dahayu (2026) Perancangan Kemasan Multi-tiered Berbasis Brand Story Pada “Batik Tulis Etnik Madura” Pamekasan. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sebagai salah satu sentra batik di Jawa Timur, Kabupaten Pamekasan memiliki potensi besar dalam pengembangan produk batik bernilai tinggi. Namun, pada studi kasus Batik Tulis Etnik Madura milik Bapak Hari, sistem kemasan yang digunakan masih bersifat minimal dan seragam sehingga belum mampu merepresentasikan diferensiasi nilai produk pada setiap grade maupun mengomunikasikan identitas budaya merek secara optimal. Oleh karena itu, penelitian ini mengusulkan penerapan strategi multi-tiered packaging berbasis brand story sebagai upaya meningkatkan representasi nilai produk sekaligus memperkuat pengalaman dan persepsi konsumen terhadap batik tulis premium. Tujuan dari perancangan ini adalah mengembangkan sistem kemasan Multi-tiered yang mampu memperkuat identitas merek serta meningkatkan fungsi kemasan sebagai media komunikasi visual dan touchpoint merek. Metode penelitian yang digunakan adalah pendekatan penelitian campuran (mixed methods) dengan model exploratory sequential. Data kualitatif diperoleh melalui depth interview dengan stakeholder, sedangkan data kuantitatif diperoleh melalui kuesioner yang disebarkan kepada 101 responden target pasar. Hasil penelitian menunjukkan adanya kesenjangan antara ekspektasi konsumen dengan kondisi kemasan yang digunakan saat ini. Responden pada kelompok usia 26–55 tahun mengharapkan kualitas material, struktur, dan pengalaman kemasan yang meningkat seiring dengan kenaikan harga produk. Hasil user testing menunjukkan bahwa perbedaan elemen desain pada setiap grade mampu membentuk persepsi nilai yang berbeda, mulai dari kesan eksklusif, premium, hingga kepraktisan penggunaan kemasan. Temuan tersebut mengindikasikan bahwa penerapan multi-tiered packaging berpotensi menjadi strategi yang efektif untuk merepresentasikan diferensiasi nilai antar grade produk sekaligus meningkatkan persepsi kualitas dan nilai produk Batik Tulis Etnik Madura.
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As one of the major batik-producing regions in East Java, Pamekasan Regency holds significant potential for the development of high-value batik products. However, in the case of Batik Tulis Etnik Madura, owned by Mr. Hari, the existing packaging system remains minimal and uniform, failing to represent the value differentiation across product grades and to effectively communicate the brand's cultural identity. Therefore, this study proposes the implementation of a multi-tiered packaging strategy based on brand storytelling to enhance product value representation while strengthening consumer experience and perceptions of premium hand-drawn batik. The objective of this design is to develop a multi-tiered packaging system capable of strengthening brand identity and enhancing packaging function as a visual communication medium and brand touchpoint.The research method employed is a mixed-methods approach with an exploratory sequential model. Qualitative data were obtained through depth interviews with stakeholders, while quantitative data were gathered through questionnaires distributed to 101 target market respondents.
The results indicate a gap between consumer expectations and the current packaging condition. Respondents aged 26–55 expect improvements in material quality, structural design, and packaging experience in line with increasing product prices. User testing findings demonstrate that the different design elements implemented across product grades are able to shape distinct value perceptions, ranging from exclusivity and premium appeal to practicality of use. These findings suggest that the implementation of multi-tiered packaging has the potential to effectively represent value differentiation across product grades while enhancing the perceived quality and value of Batik Tulis Etnik Madura products.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Batik Tulis, Pamekasan, Batik Tulis Etnik Madura, Desain Kemasan, Multi-tiered Packaging, Batik Tulis, Pamekasan, Batik Tulis Etnik Madura, Packaging Design, Multi-tiered Packaging
Subjects:	N Fine Arts > NC Drawing Design Illustration N Fine Arts > NE Print media N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK1535.B3 Design T Technology > TS Manufactures > TS195 Packaging
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Marella Dahayu Putri
Date Deposited:	27 Jul 2026 06:02
Last Modified:	27 Jul 2026 06:11
URI:	http://repository.its.ac.id/id/eprint/137341

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