Sukarto, Yusticia Elrachmaditha (2026) Strategi Positioning Produk Ecoprint Berbasis Design Thinking Dalam Transisi ke Pemasaran Digital. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan merumuskan strategi positioning produk UMKM Mayus Ecoprint dalam transisi ke pemasaran digital dengan menggunakan pendekatan Design Thinking. Latar belakang penelitian berangkat dari kesenjangan antara kekuatan nilai seni, keunikan proses, dan loyalitas pelanggan offline dengan keterbatasan pada komunikasi digital, konsistensi visual, serta penyampaian nilai keberlanjutan kepada audiens online. Penelitian ini menggunakan metode kualitatif studi kasus melalui tahapan Empathize, Define, Ideate, Prototype, dan Test, dengan teknik wawancara mendalam terhadap pengguna aktif, pengguna potensial, dan pengguna awam, wawancara produsen eksternal, observasi operasional Mayus Ecoprint, serta analisis persepsi konsumen dan kapabilitas produsen. Hasil penelitian menunjukkan bahwa konsumen membutuhkan visual produk yang jujur dan detail, edukasi proses ecoprint yang sederhana namun informatif, serta narasi yang menonjolkan makna personal, kualitas seni, dan keberlanjutan. Analisis gap mengungkap ketidaksesuaian antara kebutuhan konsumen digital dan keterbatasan produsen dalam pengelolaan konten, dokumentasi visual, dan konsistensi desain. Melalui proses sintesis strategi, penelitian menghasilkan positioning statement dan empat pilar positioning yang mendefinisikan Mayus Ecoprint sebagai artisan fashion berbasis alam dengan karakter elegan, lembut, dan personal, didukung visualisasi digital yang kredibel. Penelitian ini juga menghasilkan roadmap strategi digital bertahap dan framework strategi positioning sebagai panduan penguatan identitas merek dan kesiapan scale-up bisnis secara terkendali pada UMKM kreatif berbasis budaya.
Kata kunci: strategi positioning, ecoprint, pemasaran digital, design thinking
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This study aims to formulate a product positioning strategy for Mayus Ecoprint in its transition to digital marketing using a Design Thinking approach. The research is grounded in the gap between the brand’s strengths in artistic value, craftsmanship, and strong offline customer relations, and its limitations in digital communication, visual consistency, and the articulation of sustainability values in online platforms. A qualitative case study method was applied through the Empathize, Define, Ideate, Prototype, and Test stages, involving in-depth interviews with active users, potential users, and non-users, interviews with external ecoprint producers, operational observation of Mayus Ecoprint, and analysis of consumer perceptions and producer capabilities. The findings indicate that consumers require honest and detailed product visuals, simple yet informative explanations of the ecoprint process, and brand narratives emphasizing personal meaning, artistic quality, and sustainability. Gap analysis reveals a misalignment between digital consumer expectations and producer constraints in content management, visual documentation, and design consistency. The strategic synthesis produces a positioning statement and four positioning pillars defining Mayus Ecoprint as a nature-based artisan fashion brand characterized by elegance, softness, and personal meaning, supported by credible digital visualization. The study also develops a staged digital roadmap and strategic positioning framework to strengthen brand identity and support controlled scale-up for culture-based creative SMEs.
Keywords: positioning strategy, ecoprint, design thinking, digital marketing
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | strategi positioning, ecoprint, pemasaran digital, design thinking, positioning strategy, ecoprint, design thinking, digital marketing |
| Subjects: | Q Science > Q Science (General) > Q325.5 Machine learning. Support vector machines. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Yusticia Elrachmaditha Sukarto |
| Date Deposited: | 31 Jan 2026 12:45 |
| Last Modified: | 31 Jan 2026 12:45 |
| URI: | http://repository.its.ac.id/id/eprint/130657 |
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