| dc.contributor.author | Alexandra, Stephanie Giovanna | |
| dc.date.accessioned | 2025-12-27T06:02:48Z | |
| dc.date.available | 2025-12-27T06:02:48Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/8791 | |
| dc.description | In this day and age, the number of GERD patients in Indonesia is quite high, reaching 4 million patients by 2009. Although, the citizen's awareness regarding this problem is worryingly low. To be able to solve this problem, Yummy for Tummy designed products and contents which can help prevent and relieve GERD, which is honey and sago cookies as well as a line of art merchandise that will serve as a personal reminder to take care of our stomach's health. In order to provide contribution regarding this matter, this problem formulation is decided : How designing 'Your Healthy Buddy' brand activation along with its promotional media, can become an educational media to prevent GERD for Gen Z. While this research is in progress, the methods used are both qualitative and quantitative methods. The qualitative method is done by doing research on credible books and journals regarding the topic, and by interviewing expert and extreme users. While the quantitative method is done by spreading a survey towards 51 respondents. The interview and survey that has been done are also a part of a design validation and trials progress, which is important to be able to eam feedback which will be used during the design revision progress. Based on the design validation and trials progress, can be concluded that the strategies designed by Your Healthy Buddy has succeeded. This is proven by the 74.5% respondents' high interest in trying out Your Healthy Buddy's products and joining the activities that Your Healthy Buddy designed. The use of activation logo, media as in Instagram and merchandise is also considered spot on by expert and extreme users, as well as survey respondents. The educational contents are also spot on and easy to understand. The extreme and expert users, as well as survey respondents also feel that the visual contents have succeeded in creating a strong brand identity, and the use of F&B that has health benefits for GERD can give a new experience for the target market. | en_US |
| dc.description.abstract | Saat ini, angka penderita GERD di Indonesia termasuk tinggi, dengan angka penderita sebanyak 4 juta sejak tahun 2009. Namun, kesadaran masyarakat mengenai hal ini masih sangat rendah. Untuk menjawab permasalahan ini, awalnya Yummy for Tummy merancang produk dan konten yang dapat membantu mencegah dan mengatasi GERD, yaitu madu, kukis sagu, dan juga rangkaian art merchandise sebagai reminder personal. Untuk memberikan kontribusi dalam menyelesaikan permasalahan tersebut, maka ditetapkan rumusan masalah: Bagaimana rancangan Brand activation 'Your Healthy Buddy' untuk Yummy for Tummy beserta media promosinya, menjadi media edukasi pencegahan GERD bagi Gen Z. Selama perancangan ini berlangsung, metode penelitian yang digunakan adalah metode penelitian kualitatif dan kuantitatif. Metode kualitatif dilakukan dengan melakukan riset terhadap berbagai buku dan jurnal yang dapat dipertanggungjawabkan kebenarannya, dan juga dengan melakukan wawancara dengan narasumber expert dan extreme user. Metode kuantitatif dilakukan dengan menyebarkan survei kepada 51 responden. Wawancara dan survei yang telah dilakukan ini juga merupakan bagian dari proses validasi dan uji coba desain, yang dilakukan untuk mendapatkan masukan untuk proses revisi desain. Berdasarkan proses validasi dan uji coba desain, dapat ditarik kesimpulan bahwa strategi yang dirancang oleh Your Healthy Buddy berhasil. Hal ini karena sebanyak 74.5% responden menyatakan mereka sangat tertarik untuk mencoba produk dan mengikuti kegiatan yang dirancang oleh Your Healthy Buddy. Pemilihan logo aktivasi dan media aktivasi seperti Instagram dan merchandise juga dinilai tepat oleh para expert dan extreme user, dan pengemasan konten edukasi sudah tepat serta mudah untuk dipahami. Menurut para expert user, extreme user, dan khalayak sasaran, visualisasi brand berhasil membuat brand identity terlihat kuat, dan penggunaan F&B yang bermanfaat untuk kesehatan lambung dapat memberikan experience yang baru bagi target market. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Brand Activation | en_US |
| dc.subject | GERD | en_US |
| dc.subject | Education | en_US |
| dc.subject | Gen Z | en_US |
| dc.subject | Instagram | en_US |
| dc.subject | Edukasi | en_US |
| dc.title | Merancang Brand Activation Your Healthy Buddy untuk Yummy for Tummy Sebagai Media Edukasi Pencegahan GERD bagi Gen Z | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 90241 | |
| dc.identifier.nim | 0206041910012 | |
| dc.identifier.dosenpembimbing | Shienny Megawati Sutanto | |
