Pengaruh Elemen Logo United Tractors Intern terhadap Identitas Visual Program Internship: Studi Berdasarkan Persepsi Mahasiswa

Abstract

Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh logo United Tractors Intern terhadap identitas visual program internship, berdasarkan prinsip Gestalt dan dikaitkan dengan konsep identitas visual menurut Robin Landa, yang diukur melalui persepsi mahasiswa internship. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif dan inferensial. Pengolahan data dilakukan menggunakan SPSS 27 sebagai alat analisis statistik. Sampel penelitian terdiri dari 104 responden, yaitu mahasiswa internship MBKM batch 6 United Tractors. Hasil penelitian menunjukkan bahwa uji normalitas menghasilkan nilai 0,066 > 0,05, yang berarti data terdistribusi normal. Uji linearitas menunjukkan hasil 0,488 > 0,05, sehingga hubungan antar variabel dinyatakan linear. Uji regresi linear sederhana menghasilkan persamaan Y = 0,130 + 0,965X, dengan nilai R2 0,610 atau 61% dan nilai t hitung = 12,639 > t tabel = 1,983, dan signifikansi 0,000 < 0,05, sehingga dapat disimpulkan bahwa prinsip Gestalt dalam logo United Tractors Intern memiliki pengaruh positif yang sangat kuat terhadap identitas visual program internship.

This study aims to analyze and explain the influence of the United Tractors Intern logo on the visual identity of the internship program, based on Gestalt principles and associated with the concept of visual identity according to Robin Landa, as measured through the perceptions of internship students. This research uses a quantitative approach with descriptive and inferential research types. Data processing was conducted using SPSS 27 as a statistical analysis tool. The research sample consisted of 104 respondents, namely MBKM batch 6 United Tractors internship students. The results showed that the normality test resulted in a value of 0.066> 0.05, which means the data is normally distributed. The linearity test showed a result of 0.488> 0.05, so the relationship between variables was declared linear. The simple linear regression test resulted in the equation Y = 0.130 + 0.965X, with an R2 value of 0.610 or 61% and a t value of 12.639 > t table = 1.983, and a significance of 0.000 < 0.05, so it can be concluded that the Gestalt principle in the United Tractors Intern logo has a very strong positive influence on the visual identity of the internship program.