Pemanfaatan Digital Branding Dalam Strategi Rebranding Untuk Meningkatkan Brand Awareness Perusahaan Riset PT Saksara

Hidayat, Maydina Rizqi (2025) Pemanfaatan Digital Branding Dalam Strategi Rebranding Untuk Meningkatkan Brand Awareness Perusahaan Riset PT Saksara. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan dunia digital dan perubahan perilaku audiens mendorong pentingnya strategi branding yang relevan dan adaptif, termasuk bagi perusahaan riset dan konsultasi seperti PT. Saksara. Identitas merek yang kuat dan konsisten dibutuhkan untuk memperkuat kehadiran digital serta membangun hubungan yang lebih dekat dengan audiens. Perancangan strategi rebranding ini bertujuan untuk memperbaharui system identitas visual dan komunikasi PT. Saksara agar selaras dengan nilai, visi, serta tujuan perusahaan dalam menyederhanakan data dan riset agar mudah diakses dan dipahami publik. Pendekatan kualitatif digunakan dalam proses perancangan untuk memperoleh pemahaman yang mendalam terhadap persepsi audiens, kebutuhan komunikasi perusahaan, serta tantangan yang dihadapi dalam penyampaian informasi riset. Data primer diperoleh melalui wawancara dengan pihak internal dan eksternal, termasuk pemangku kebijakan, desainer, dan pengguna akhir. Studi literatur dilakukan untuk memahami prinsip dasar branding, tren identitas visual di sektor riset, serta peran desain dalam menyampaikan data kompleks secara efektif. Selain itu, dilakukan analisis terhadap kompetitor dan brand sejenis untuk melihat positioning dan pendekatan visual yang digunakan. Hasil perancangan ini berupa strategi rebranding yang mencakup pembaruan sistem identitas visual, pengembangan strategi media sebagai sarana komunikasi, serta panduan komunikasi digital yang dirancang untuk memperkuat citra PT. Saksara sebagai perusahaan riset yang inklusif, informatif, dan relevan dengan perkembangan zaman. Strategi media yang dihasilkan terbagi ke dalam tiga tahap utama berdasarkan pengalaman konsumen dalam berinteraksi dengan brand, yaitu pre-purchase, purchase, dan post-purchase. Media digital seperti website dan media sosial berperan sebagai pusat informasi sekaligus jalur komunikasi utama antara perusahaan dan audiensnya.
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The development of the digital world and changes in audience behavior have driven the importance of a relevant and adaptive branding strategy, including for research and consulting companies like PT. Saksara. A strong and consistent brand identity is needed to strengthen the digital presence and build closer relationships with the audience. The design of this rebranding strategy aims to update the visual identity and communication system of PT. Saksara to align with the company's values, vision, and goals in simplifying data and research for easy public access and understanding. A qualitative approach was used in the design process to gain a deep understanding of audience perceptions, the company's communication needs, and the challenges faced in conveying research information. Primary data was obtained through interviews with internal and external parties, including policymakers, designers, and end users. A literature review was conducted to understand the basic principles of branding, visual identity trends in the research sector, and the role of design in conveying complex data effectively. Furthermore, an analysis of competitors and similar brands was conducted to examine their positioning and visual approaches. The result of this design is a rebranding strategy that includes updating the visual identity system, developing a media strategy as a communication tool, and a digital communication guide designed to strengthen PT. Saksara's image as an inclusive, informative, and relevant research company. The resulting media strategy is divided into three main stages based on the consumer experience interacting with the brand: pre-purchase, purchase, and post-purchase. Digital media such as websites and social media serve as information hubs and primary communication channels between the company and its audience.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi Rebranding, Digital Branding, Strategi Media, Identitas Visual, PT. Saksara, Rebranding Strategy, Digital Branding, Media Strategy, Visual Identity, PT. Saksara
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 Z Bibliography. Library Science. Information Resources > Z116.A3 Book design.
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Maydina Rizqi Hidayat
Date Deposited:	04 Aug 2025 03:44
Last Modified:	04 Aug 2025 03:44
URI:	http://repository.its.ac.id/id/eprint/125326

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