Redesain Kantor Cabang BRI Kediri Melalui Penguatan Identitas Korporat Dan Human-Centered Design Sebagai Optimalisasi Perceived Brand Value

Rinastiti, Audry Dayanara (2026) Redesain Kantor Cabang BRI Kediri Melalui Penguatan Identitas Korporat Dan Human-Centered Design Sebagai Optimalisasi Perceived Brand Value. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Bank Rakyat Indonesia (BRI) adalah salah satu bank di Indonesia dengan brand identity yang kuat dan tidak asing di telinga masyarakat. Salah satu kantor cabang yang telah menggait kepercayaan nasabahnya terletak di Kediri, Jawa Timur. Loyalitas muncul karena karakter BRI dikenal kuat dengan citra bank merakyat yang mengutamakan pelayanan kepada segmen mikro, kecil, dan menengah untuk menunjang peningkatan ekonomi masyarakat. Namun, setelah ulang tahun BRI yang ke-130 wajah baru dari kantor perbankan tersebut mulai diperkenalkan melalui nilai merek bertema ‘Satu Bank Untuk Semua’ menegaskan bahwa siapapun dapat menggunakan Bank Rakyat Indonesia dari ultra mikro hingga High-Net-Worth Individual (HNWI). Perubahan tersebut diawali dengan pembaruan identitas visual menjadi lebih jelas, berprinsip kuat, dan relevan bagi setiap lapisan masyarakat. Perbedaan signifikan terlihat dari bangunan baru desain interior pada kantornya. Dengan begitu, kondisi terkini eksisting kantor cabang BRI Kediri dinilai tidak relevan lagi, kurang menonjolkan identitasnya, suasana masih terkesan monoton, dan kurang memperhatikan pengalaman dari penggunanya. Padahal, identitas korporat dapat digambarkan melalui desain interiornya dengan aspek visual dan persepsi pengguna selama menggunakan ruangan tersebut. Perceived brand value adalah kunci kepuasan dan kepercayaan nasabah yang dapat tercermin melalui kenyamanan ruang tunggu, kemudahan pemahaman alur layanan, keramahan staf, dan kualitas suasana yang dihasilkan oleh desain interiornya. Perancangan ini bertujuan untuk mengoptimalisasi perceived brand value BRI melalui redesain interior kantor cabang Kediri dengan menguatkan identitas korporat dan human-centered design sebagai pendekatannya. Human-Centered Design (HCD) adalah konsep yang menekan keterlibatan pengguna melalui pemahaman empati, partisipasi, dan orientasi pada pengalaman untuk menghasilkan sebuah desain yang sesuai dengan kebutuhan. Perancangan ini menggunakan Design Thinking sebagai metodologi yang melandasi cara berpikir dalam pengumpulan data, observasi, wawancara, hingga tahapan test validasi akhir. Secara garis besar, perancangan ini dapat menjadi dorongan untuk menguatkan persepsi pengguna mengenai identitas BRI melalui transformasi interiornya.
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Bank Rakyat Indonesia (BRI) is one of the banks in Indonesia with a strong brand identity that is highly familiar to the public. One of the branch offices that has successfully gained the trust of its customers is in Kediri, East Java. This loyalty arises because BRI's character is strongly recognized as a people's bank that prioritizes services to the micro, small, and medium segments to support the improvement of the community's economy. However, following BRI's 130th anniversary, the new face of the banking office began to be introduced through a brand value themed ‘One Bank for All,’ emphasizing that anyone can utilize Bank Rakyat Indonesia, from the ultra-micro segment to High-Net-Worth Individuals (HNWI). This transformation began with a visual identity update, making it clearer, strongly principled, and relevant to every layer of society. A significant difference can be seen in the new interior design of its offices. Consequently, the current existing condition of the BRI Kediri branch office is deemed no longer relevant; it lacks in highlighting its identity, the atmosphere still feels monotonous, and it pays insufficient attention to the user experience. In fact, corporate identity can be depicted through its interior design, particularly in the visual aspects and user perceptions, while utilizing the space. Perceived brand value is the key to customer satisfaction and trust, which can be reflected in the comfort of the waiting room, the ease of understanding service flows, staff friendliness, and the quality of the atmosphere generated by the interior design. This design project aims to optimize BRI's perceived brand value through the interior redesign of the Kediri branch office by strengthening its corporate identity and utilizing Human-Centered Design as its approach. Human-Centered Design (HCD) is a concept that emphasizes user involvement through empathetic understanding, participation, and experience orientation to produce a design that meets their needs. This project employs Design Thinking as the foundational methodology for data collection, observation, interviews, and the final validation testing stage. Broadly speaking, this design project aims to strengthen user perception of BRI's identity through its interior transformation.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kantor Perbankan, Nilai Merek, Persepsi Pengguna, Transformasi Interior, Banking Office, Brand Value, User Perception, Interior Transformation.
Subjects:	N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK2115 Interior decoration N Fine Arts > NK Decorative arts Applied arts Decoration and ornament > NK2589 Furniture design
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Interior Design > 90221-(S1) Undergraduate Thesis
Depositing User:	Audry Dayanara Rinastiti
Date Deposited:	04 Aug 2026 01:26
Last Modified:	04 Aug 2026 01:26
URI:	http://repository.its.ac.id/id/eprint/142778

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