Dwitasari, Putri (2025) Pengelolaan Identitas Visual Strategis Pada Perguruan Tinggi Negeri Badan Hukum Di Indonesia. Doctoral thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Identitas visual merupakan simbol beserta elemen grafis yang dapat mengekspresikan esensi dari sebuah organisasi. Identitas visual menjadi alat strategis dalam pengelolaan suatu institusi sebagai pendukung reputasi agar dapat mempertahankan keunggulan kompetitif, termasuk di perguruan tinggi. Studi empiris menunjukkan pentingnya peran identitas visual sebagai sumber keunggulan kompetitif yang jika dikelola secara strategis dapat membantu memperkuat keunggulan perguruan tinggi. Meskipun demikian, perlu dikembangkan studi lebih dalam tentang bagaimana perspektif internal terhadap identitas visual suatu perguruan tinggi untuk mendukung reputasi terutama di Indonesia. Penelitian ini mengungkap sejauh mana identitas visual sebagai strategi branding secara holistik berkontribusi pada penguatan reputasi perguruan tinggi terutama perguruan tinggi negeri badan hukum. Penelitian ini dilakukan melalui beberapa tahapan yakni pertama, melakukan visual audit untuk mengidentifikasi identitas visual melalui studi kasus, observasi dan analisis konten/isi. Kedua, melakukan wawancara mendalam kepada pihak internal perguruan tinggi dalam menanggapi merek. Ketiga, menyusun instrumen penilaian tingkat kematangan (maturity assessment) perguruan tinggi dalam mengelola identitas visual strategis. Keempat, melakukan penilaian untuk mengukur sejauh mana level tingkat kematangan perguruan tinggi dalam mengelola identitas visual strategis di berbagai aspek organisasi. Hasil penelitian ini diharapkan akan membantu perguruan tinggi negeri badan hukum dalam mengelola identitas sebagai aset strategis, serta memastikan bahwa perguruan tinggi tersebut memiliki identitas yang kuat. Penelitian ini dapat menjadi rujukan dalam pengambilan keputusan strategi branding dan identitas visual strategis yang dapat diandalkan sebagai pedoman bagi organisasi untuk memperkuat manajemen desainnya.
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Visual identity is a symbol and graphic elements that can express the essence of an organization. Visual identity is a strategic tool in managing an institution as a reputation supporter to maintain competitive advantage, including in higher education. Empirical studies show the importance of visual identity as a source of competitive advantage that, if managed strategically, can help strengthen the superiority of higher education institutions. However, further research is needed to examine how internal perspectives on a higher education institution's visual identity support reputation, especially in Indonesia. This study reveals the extent to which visual identity as a holistic branding strategy contributes to strengthening the reputation of higher education institutions, especially state-owned legal entity universities. This study was conducted through several stages: first, conducting a visual audit to identify visual identity through case studies, observation, and content analysis. Second, conducting in-depth interviews with internal university stakeholders regarding brand responses. Third, developing a maturity assessment instrument for higher education institutions in managing strategic visual identity. Fourth, conducting an assessment to measure the level of maturity of higher education institutions in managing strategic visual identity across various organizational aspects. The results of this study are expected to assist state-owned legal entity universities in managing identity as a strategic asset and ensure that they have a strong identity. This research can be a reference in making strategic branding and visual identity decisions that can be relied on as a guideline for organizations to strengthen their design management.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | Identitas Visual, Reputasi, Branding, Manajemen desain, Maturity assessment, Perguruan Tinggi Negeri Badan Hukum di Indonesia Visual Identity, Reputation, Branding, Design management, Maturity Assessment, State Universities with Legal Entities in Indonesia |
| Subjects: | A General Works > AS Academies and learned societies (General) A General Works > AS Academies and learned societies (General) H Social Sciences > H Social Sciences (General) |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 66105-Doctor of Technology Management (DMT) |
| Depositing User: | Putri Dwitasari |
| Date Deposited: | 29 Jul 2025 07:13 |
| Last Modified: | 29 Jul 2025 07:13 |
| URI: | http://repository.its.ac.id/id/eprint/123004 |
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