PERANCANGAN MASKOT “CESKA” SEBAGAI STRATEGI BRANDING UNTUK MEMPERKUAT IDENTITAS VISUAL TERAS UMK DI STASIUN KAI BANDUNG

Teras UMK (Medium and Small Enterprises) is a minimarket network that sells food, drinks, fashion and handicrafts from 24 foster partner UMKM of PT KAI. Teras UMK was inaugurated on November 10th, 2022 and located in the southern of KAI Bandung Station. The minimarket managed by Foster Partners UMK of KAI (MiKA) is under the supervision of the unit Corporate Social Responsibility (CSR) and Bandung Operational Area (DaOp) 2 PT Kereta Api Indonesia (Persero). CSR is a form of the company's contribution to improving the quality of life in a sustainable society, both socially, economically and environmentally. Through programs designed by CSR, PT Kereta Api Indonesia (Persero) seeks to realize program of BUMN in order to build connectivity and continuity between BUMN and local communities. One of the programs realized is the provision of Teras UMK in KAI Bandung Station. There are still many people, especially in KAI Bandung Station area, who are not aware of the existence of Teras UMK. The visual identity is not strong yet causes a lack of brand awareness of Teras UMK. Mascot is one of the branding strategies by creating icons/characters that are easily remembered by potential customers, indirectly will increase brand awareness of Teras UMK. The method used in this study is a qualitative method by conducting field observations at Teras UMK location, interviews, and existing studies to find the conceptual formulation of Teras UMK mascot. From data analysis carried out, it was found that name and mascot concept of Teras UMK is "wise" which means having a wise, helpful, friendly and friendly character.The name of Teras UMK mascot is "Ceska". The word Ceska is an acronym for CSR KAI to represent PT Kereta Api Indonesia (Persero).

Keywords: Brand Awareness, Mascot, Visual Identity, Teras UMK