IDENTIFIKASI PERSEPSI MASYARAKAT TERHADAP PENERAPAN IDENTITAS VISUAL PADA ELEMEN INTERIOR COWORKING SPACE DIGITAL VALLEY

M. Togar Mulya Raja, Irnade Salva Sutyaningsih, Megan Dwi Oktaviani

Abstract


Abstract: Modern life encourages the creation of new patterns of worker relations and various ways of working. A co-working space is a facility created because of these changes. Not all of the existing co-working spaces have the same goals and concepts. The need for a brand identity to provide differentiation from other co-working spaces can be done through the implementation of a visual identity in the interior so that it is easy for consumers to remember. This study will discuss the identification of public perceptions in spatial planning, use of color, material selection, use of lighting types, application of forms, and use of furniture in Co-working Space Digital Valley. This study uses a descriptive qualitative method which is carried out by analyzing the theory of brand identity applications on the interior design elements of the Digital Valley Co-working Space. The data collection method used is the method of observation and questionnaires. Questionnaires are used as an analysis of public perceptions with the determination of respondents using random sampling. The results show that the application of visual identity in Co-working Space Digital Valley is still less than optimal based on three fundamental components that have a strong impact on the existence of a brand, which can be seen from the perceptions of respondents who show neutral and negative responses on several criteria. This research can be used as a consideration in the application of visual identity in Co-working Space Digital Valley.

Abstrak: Kehidupan modern yang mendorong terciptanya pola hubungan pekerja baru dan berbagai macam cara dalam bekerja. Co-working space menjadi fasilitas yang tercipta karena adanya perubahan tersebut.  Co-working space yang ada tidak semuanya memiliki tujuan dan konsep yang sama. Perlu adanya sebuah identitas brand untuk memberikan diferensiasi dengan co-working space yang lain, dapat dilakukan melalui implementasi identitas visual pada interior agar mudah untuk diingat oleh konsumen.  Dalam penelitian ini akan dibahas mengenai identifikasi perpesi masyarakat dalam penataan ruang, penggunaan warna, pemilihan material, penggunaan jenis pencahayaan, penerapan bentuk, serta penggunaan furniture di Co-working Space Digital Valley. Penelitian ini menggunakan metode kualitatif deskriptif yang dilakukan dengan cara melakukan analisis teori aplikasi brand identity pada elemen desain interior Co-working Space Digital Valley. Metode pengumpulan data yang digunakan adalah metode observasi dan kuesioner. Kuesioner digunakan sebagai analisis persepsi masyarakat dengan penentuan responden menggunakan random sampling. Hasil penelitian menunjukkan bahwa penerapan visual identity pada Co-working Space Digital Valley masih kurang optimal berdasarkan tiga komponen fundamental yang memberikan dampak yang kuat pada eksistensi dari sebuah brand, dimana dapat dilihat dari persepsi responden yang menunjukkan respon netral dan negatif pada beberapa kriteria. Penelitian ini dapat digunakan untuk menjadi pertimbangan dalam penerapan visual identity pada Co-working Space Digital Valley.


Keywords


Co-working Space, Brand Identity, User Perception

Full Text:

PDF

References


Aaker, D. A. 2008. Managing Brand Equity: Capitalizing on the value of a brand name. New York: Free Press

Alessandri, Susan Westcott. (2009).Visual Identity: Promoting and Protecting the Public Face of an Organization, New York: Routledge

Gelder, S.V. (2005). Global brand strategy. London: Kogan Page.

Halim, B. C., Diah D., dan Ritzky K. M. R. B. (2014). PENGARUH BRAND IDENTITY TERHADAP TIMBULNYA BRAND PREFERENCE DAN REPURCHASE INTENTION PADA MEREK TOYOTA. Jurnal Manajemen Pemasaran Petra, 2(1).

Imani, N., Shishebori, V. (2014). BRANDING WITH THE HELP OF INTERIOR DESIGN.

Sattayawaksakul, D., Cote, J. A., & Tiangsoongnern, L. (2019). Consumer Evaluations of Co-Branding: Analyzing the Relationship of Brand Image Consistency, Brand Personality Similarity, Brand Extension Authenticity, and the Congruency between For-profit and Non-profit Parent Brand. TNI Journal of Business Administration and Languages, 7(1), 19-26.

Wijayanti, A. N. P., Ratri W., Anggoro C. I., (2021). PERANCANGAN BARU COWORKING SPACE DI YOGYAKARTA. e-Proceeding of Art & Design, 8(2).

Hendrajati, A., 2016. “PENGARUH BRAND IDENTITY TERHADAP BRAND LOYALTY MELALUI BRAND IMAGE DAN BRAND TRUST YAMAHA”. Skripsi. Yogyakarta: Universitas Negeri Yogyakarta

Wijayanti, A. N. P., 2020. “PERANCANGAN BARU COWORKING SPACE DI YOGYAKARTA”. Tugas Akhir. Bandung: Telkom University.




DOI: https://doi.org/10.31848/arcade.v6i1.808

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats

PUBLISHER ADDRESS:
Department of Architecture, Universitas Kebangsaan,  Jl. Terusan Halimun No.37, Lkr. Sel., Lengkong, Kota Bandung, Jawa Barat 40263. E-mail address: jurnalarsitekturarcade@gmail.com

Free counters!