Analyzing the Visual Branding of Kripik Tempe Rohani Products on TikTok
DOI:
https://doi.org/10.32664/mavis.v8i02.2387Keywords:
Brand Identity, Rohani Tempe Chips, Social Media, TikTok, Visual BrandingAbstract
This study aims to analyze the visual branding strategy implemented by Kripik Tempe Rohani in building its brand identity and visual appeal on TikTok. Covering design elements such as typography, color palette, product styling, and visual consistency, this study examines how these elements contribute to audience perception. The method used in this study uses a descriptive analysis approach with a qualitative research type. Data were collected through observations of three video uploads on the official Kripik Tempe Rohani TikTok account and other visual elements within the content. Data analysis techniques were carried out by reducing data, presenting data systematically, and drawing conclusions. The results show that Kripik Tempe Rohani capitalizes on current content trends by combining traditional tempeh elements with modern aesthetics to reach a younger audience. The use of appetizing colors and photography techniques that emphasize the product's texture have proven effective in increasing user engagement. Overall, consistent visual branding on the TikTok platform plays a significant role in strengthening brand awareness for Kripik Tempe Rohani.
References
[1] A. Kurli and others, “Optimalisasi Desain dan Komunikasi Pemasaran melalui Platform E-Commerce Produk Bawang Merah Varietas Rubaru sebagai Komoditi Unggulan Pertanian Sumenep,” vol. 13, no. 2, pp. 317–330, 2025, doi: 10.36084/jpt..v13i2.699.
[2] A. M. Afrilia, “Digital Marketing Sebagai Strategi Komunikasi Pemasaran ‘Waroenk Ora Umum’ Dalam Meningkatkan Jumlah Konsumen,” J. Ris. Komun., vol. 1, no. 1, pp. 147–157, 2018, doi: 10.24329/jurkom.v1i1.21.
[3] F. Annisa, M. R. Fadli, N. Suherman, and I. F. A. Prawira, “Analisis Pengaruh Strategi Pemasaran melalui TikTok terhadap Minat Beli Konsumen: Studi Literatur,” J. Bisnis Mhs., vol. 4, no. 1, pp. 14–24, 2024, doi: 10.60036/jbm.v4i1.art2.
[4] M. Kis, W. Fitriani, and M. Irawati, “Analisis Dampak Penggunaan Aplikasi Tiktok Pada Remaja : A Systematic Literature Review,” vol. 5, no. 1, pp. 227–238, 2024, doi: 10.31943/counselia.v5i1.90.
[5] D. A. Prawesti, D. M. Sari, and D. A. Iriani, “Penguatan Citra Merek melalui Integrasi Desain Komunikasi Visual dan Strategi Branding dalam Media Sosial @Prenagenworld,” Indones. J. Digit. Bus., vol. 5, no. 1, pp. 235–242, 2025, doi: 10.17509/ijdb.v5i1.84692.
[6] N. Lahtinen, K. Pulkka, H. Karjaluoto, and J. Mero, Digital marketing strategy. 2023. doi: 10.4337/9781035311316.
[7] Sugiyono, Metode Penelitian Kualitatif dan Kuantitatif. 2019.
[8] N. K. W. Ferninaindis, I. K. A. Wirawan, and H. Santosa, “Penerapan Konsep Warna Dingin Pada Tata Artistik Program Televisi Dunia Anak TVRI Bali,” Mudra J. Seni Budaya, vol. 35, no. 1, pp. 40–47, 2020, doi: 10.31091/mudra.v35i1.715.
[9] M. Sobry and P. Hadisaputra, Penelitian Kualitatif. 2020. [Online]. Available: http://www.academia.edu/download/54257684/Tabrani._ZA_2014-Dasar-dasar_Metodologi_Penelitian_Kualitatif.pdf
[10] A. Rijali, “Analisis Data Kualitatif Ahmad Rijali UIN Antasari Banjarmasin,” vol. 17, no. 33, pp. 81–95, 2018, doi: 10.18592/alhadharah.v17i33.2374.
[11] A. D. Anugerah, A. W. Hujairi, S. Arifin, A. Andiriyanto, A. Ghufrony, and T. H. Rachmad, “Visualizing the Keris through a Documentary Video: A Initiative to Raise Awareness Among the Youth of Aeng Tong-Tong Village about the Keris of Sumenep,” J. Spektrum Komun., vol. 11, no. 4, pp. 419–429, 2023, doi: 10.37826/spektrum.v11i4.592.
[12] R. D. Pramesti, A. Anggarini, L. Salma, and A. K. R. Postha, “Pengaruh penggunaan warna pada desain kemasan makanan khas daerah terhadap persepsi konsumen,” in Sniv Semin. Nas. Inov. Vokasi, 2023, pp. 174–180. doi: 10.30998/jd.v12i1.21050.
[13] M. Rafli, I. Susanti, and V. Kharisma, “Perancangan Ulang Logo UMKM D2D Frozen Food untuk Meningkatkan Identitas Visual dan Daya Saing Merek,” Amarasi J. Desain Komun. Vis., vol. 6, no. 2, pp. 215–229, 2025, doi: 10.59997/amarasi.v6i2.5518.
[14] N. S. Lutfiansyah, “Pemanfaatan Instagram Sebagai Media Promosi Dengan Fotografi,” vol. 5, no. 1, pp. 40–45, 2023, doi: 10.35886/nawalavisual.v5i1.562.
[15] K. Sari, D. Kurniati, and A. Suharyani, “Strategi Pemasaran Media Sosial Keripik Tempe Krispi Usaha Rumah Tempe di Pontianak Social Media Marketing Strategy for Krispy Tempe Chips , Tempe House Business in Pontianak,” vol. 8, no. 1, pp. 34–43, 2025, doi: 10.32530/jace.v8i1.798.
[16] M. A. Islam, “Konsistensi Identitas Visual: Kajian Visual Branding Media Publikasi Borobudur,” J. Desain Komun. Vis. Asia, vol. 2, no. 2, pp. 2580–8753, 2018, doi: 10.32815/jeskovsia.v2i2.329.
[17] N. A. Ramdhani and I. Musthofa, “Analisis Respons Umkm Dan Konten Kreator Terhadap Kebijakan Social Commerce Lewat Peraturan Menteri Perdagangan Nomor 31 Tahun 2023,” J. Ekon. Bisnis, vol. 11, no. 3, pp. 433–443, 2023, doi: 10.58406/jeb.v11i3.1352.
[18] D. A. Nadzira, M. Alifah, and S. S. Aricahyani, “Prosiding Seminar Nasional Manajemen Analisis Studi Kasus TikTok dan Pengaruhnya Terhadap Platform,” vol. 4, no. 1, pp. 201–205, 2025, [Online]. Available: https://openjournal.unpam.ac.id/index.php/PSM/article/view/44812
[19] G. R. Tyas, D. A. Ardelia, and K. S. Artamevia, “Pengaruh Storytelling Content Instagram Terhadap Audiens Engagement yang Dimediasi oleh Perceived Creativity dan Positive Emotion,” PENG J. Ekon. Manaj., vol. 2, no. 1b, pp. 1374–1386, 2024, doi: 10.62710/8mjqmz63.
[20] L. Mourin, A. B. Gunta, I. Naafi, and A. Putri, “Ekplorasi Pengaruh Warna Terhadap Perkembangan Psikologi dan Mental Anak di SDN Kalirungkut 1 Surabaya,” vol. 2, no. December, pp. 158–161, 2024.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 MAVIS : Jurnal Desain Komunikasi Visual
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
See the Copyright Policy and Licensing Policy of MAVIS: Jurnal Desain Komunikasi Visual.
