Strategic Merchandise: Official Merchandise "Iso Turu Sangar" ITS

Hendarmawan, Aurelia Diandra Putri (2025) Strategic Merchandise: Official Merchandise "Iso Turu Sangar" ITS. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Institut Teknologi Sepuluh Nopember (ITS) sebagai institusi yang tengah menuju status Entrepreneurial University telah mengembangkan unit usaha resmi berupa ITS Merchandise di bawah naungan Direktorat Kerja Sama dan Pengelolaan Usaha (DKPU) milik ITS. Namun, pengembangan produk masih menghadapi berbagai kendala, seperti desain yang kurang konsisten dan merchandise yang kurang menarik bagi target konsumen yakni mahasiswa ITS. Kondisi ini menunjukkan perlunya pendekatan visual yang lebih relevan dan mampu membangun keterikatan dengan mahasiswa, agar merchandise dapat mencerminkan identitas serta menumbuhkan sense of belonging terhadap institusi. Salah satu pendekatan visual yang potensial adalah mengangkat narasi khas mahasiswa ITS, yaitu “Iso Turu Sangar”, sebagai tema yang mampu merepresentasikan pengalaman kolektif dan memperkuat keterikatan emosional terhadap produk.
Data dikumpulkan melalui studi pustaka, studi eksisting, kuesioner, serta wawancara mendalam dengan stakeholder utama seperti ITS Merchandise, Admisi ITS, DKPU, mahasiswa, dan alumni ITS. Analisis dilakukan menggunakan metode design thinking, bite system, dan morphological matrix untuk memastikan bahwa merchandise yang dirancang benar-benar relevan dengan kebutuhan target audiens dan selaras dengan visual branding identity (VBI) institusi.
Hasil penelitian menunjukkan bahwa tema “Iso Turu Sangar” sebagai merchandise tematik ITS memiliki efektivitas dalam membangun koneksi emosional dengan mahasiswa ITS karena dianggap merepresentasikan pengalaman kolektif mereka. Desain merchandise yang dihasilkan menggunakan pendekatan visual yang kontekstual dan relevan dengan budaya mahasiswa. Perancangan ini diperkirakan mampu menjaga konsistensi identitas visual ITS, sekaligus membuka ruang eksplorasi kreatif yang memungkinkan produk terasa lebih dekat dan bermakna bagi pengguna.

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Institut Teknologi Sepuluh Nopember (ITS), as an institution progressing toward the status of an Entrepreneurial University, has developed an official business unit in the form of ITS Merchandise under the Directorate of Cooperation and Business Management (DKPU). However, product development still faces several challenges, such as inconsistent designs and merchandise that lacks appeal for the target audience - ITS students. This condition indicates the need for a more relevant visual approach that can foster a stronger connection with students, so that the merchandise not only reflects the institution's identity but also nurtures a sense of belonging. One promising visual approach is to highlight the unique narrative of ITS students, namely “Iso Turu Sangar” as a theme that represents their collective experience and strengthens emotional ties to the product.

Data was collected through literature review, existing studies, questionnaires, and in-depth interviews with key stakeholders, including ITS Merchandise, ITS Admissions, DKPU, students, and alumni. The analysis was carried out using the design thinking method, the BITE system, and the morphological matrix to ensure the merchandise is genuinely relevant to the needs of the target audience and aligned with the institution’s branding.

The results show that using “Iso Turu Sangar” as the theme for ITS merchandise is effective in building an emotional connection with ITS students, as it is seen as a true representation of their shared experiences. The merchandise designs apply a contextual visual approach that resonates with student culture. This design strategy is expected to maintain the consistency of ITS’s visual branding identity (VBI) while opening space for creative exploration, making the products feel more relatable and meaningful to users.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Merchandise, Branding, Identitas Visual, Institusi Pendidikan, Universitas, ITS, Merchandise, Branding, Visual Identity, Educational Institution, University, ITS
Subjects:	N Fine Arts > NC Drawing Design Illustration N Fine Arts > NE Print media
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Aurelia Diandra Putri Hendarmawan
Date Deposited:	05 Aug 2025 01:45
Last Modified:	05 Aug 2025 01:45
URI:	http://repository.its.ac.id/id/eprint/127027

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