Perancangan Campaign Home Furniture Brand IKEA Surabaya Untuk Membangun Keterikatan Emosional Brand dengan Keluarga Muda di Surabaya

Sendri, Queen (2025) Perancangan Campaign Home Furniture Brand IKEA Surabaya Untuk Membangun Keterikatan Emosional Brand dengan Keluarga Muda di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pertumbuhan populasi dan urbanisasi di kota besar Surabaya telah menciptakan tantangan baru bagi keluarga muda dalam menemukan hunian yang layak. Besarnya konsentrasi penduduk di Surabaya mempengaruhi harga hunian yang semakin mahal dan luas ruang yang semakin terbatas. Dalam konteks ini, keputusan pembelian furniture turut menjadi tantangan dalam menciptakan ruang hunian yang nyaman dengan luas terbatas. Pembelian ini juga tidak hanya didorong oleh pertimbangan rasional seperti harga dan fungsi, tetapi juga faktor emosional yang berkaitan dengan kenyamanan dan identitas ruang hidup. Meski demikian, pendekatan komunikasi yang berkembang di pasar Surabaya masih cenderung berfokus pada aspek rasional, sehingga belum menjawab kebutuhan dari sisi emosional konsumen. Penelitian ini bertujuan untuk mengkaji pendekatan emosional yang dapat diterapkan oleh IKEA Surabaya dalam merespons tantangan ruang terbatas yang dihadapi keluarga muda di Surabaya. Sehingga, harapannya IKEA Surabaya dapat dilihat oleh sebagai brand yang menginspirasi untuk menciptakan rumah yang lebih baik walaupun memiliki ruang terbatas.
Metode dalam perancangan ini menggunakan pendekatan kualitatif dengan instrumen penelitian seperti studi literatur mengenai kampanye dan pengaruh emosi pada brand, studi eksisting mengenai stakeholder, kampanye sejenis, dan komparator, observasi kondisi toko secara langsung, depth interview stakeholder, para ahli campaign, copywriter, designer interior, wawancara sampel bersama target segmen kampanye, user test dan evaluasi hasil rancangan desain dengan narasumber ahli dan sampel.
Hasil luaran dari perancangan adalah media kampanye berupa ambient media berbasis emosional yang kontekstual dalam memperkuat keterikatan antara brand dan konsumen. Tujuan dari perancangan ini untuk membangun keterikatan emosional antara brand dan konsumen dengan menjawab permasalahan keluarga Surabaya yaitu ruang yang sempit. Kampanye ini dapat menginspirasi audiens mengenai tata letak dan optimalisasi rumah untuk meningkatkan kenyamanan di rumah menggunakan produk dari IKEA Surabaya.
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Population growth and urbanization in cities like Surabaya have created new challenges for young families, particularly in finding adequate and livable housing. The high population density in Surabaya has led to increasing housing prices and limited living space. In this context, it’s quite a challenge to decide a perfect furniture to create a cozy house with limited space. Consumer decision regarding furniture purchases are influenced not only by rational considerations such as price and functionality but also by emotional factors related to comfort and the identity of living spaces. However, current communication strategies in Surabaya's furniture markets still tend to focus primarily on rational aspects, thus failing to address consumers emotional needs. This study aims to explore an emotional approach that can be implemented by IKEA Surabaya in responding to the challenges of limited living spaces faced by young families in the city. The goal is for IKEA Surabaya to be perceived by young families as a brand that inspires them to create a better home even with spatial limitations.
The design method adopts a qualitative approach using various research instruments including literature studies on emotional branding and campaign strategies, stakeholder analysis case studies of similar campaigns and competitors brands, direct observation of store environments, in-depth interview with stakeholders, campaign experts, copywriters and interior designers, as well as interviews with user sample from the target segment. The process also involved user testing and design evaluation with expert sources and target users. The outcome of this project is a campaign media concept in the form of ambient media that leverages contextual emotional elements to strengthen the bond between the brand and its customers. The campaign aims to build emotional attachment by addressing the real-life issue of limited space experienced by young families in Surabaya. This campaign seeks to inspire audiences to optimize their living space for greater comfort using products from IKEA Surabaya.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Ambient media, Campaign, Emotional, Emosional, Home furniture. IKEA Surabaya, Kampanye, Keluarga muda, Young Families
Subjects:	H Social Sciences > HF Commerce 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:	Queen Sendri
Date Deposited:	05 Aug 2025 02:15
Last Modified:	05 Aug 2025 02:15
URI:	http://repository.its.ac.id/id/eprint/127362

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