BRANDING THE INDONESIAN ANTI-DEFAMATION SOCIETY (MAFINDO) TO ORGANIZATION REJUVENATION IN PREVENT HOAXES: VOLUNTEERS PERCEPTION
The existence of Mafindo as an organization based on the spirit of volunteerism is needed by Indonesia. The main central aspect of Mafindo's introduction cannot be separated from the visible identity, namely the logo (brand). The Mafindo logo is considered necessary to get perception from voluto rejuvenate as an organization aimed at preventing and eradicating hoaxes. The process of collecting research data was carried out using two techniques: distributing questionnaires through google forms to respondents with specific criteria and through Focus Group Discussions (FGD). The determination of the number of samples of 30% of the population members was 144 out of 480 active volunteers. The data were analyzed descriptively and interpretively based on the components asked in the google form questionnaire and the results of the FGD. The results showed that Mafindo's branding through the logo with all its attributes is considered to be very representative of Mafindo's vision and character. Logos, symbols, slogans, characters, and socialised packaging are good because they are memorable and easy to recognize and call. In addition, there is a Meaningful value, which is descriptive and persuasive through the slogan "Turn Back Hoax", which is proven to get a positive response so that it meets the likeable elements, namely fun and attractive, rich in visual and verbal imagery. The results of this study can be used as material for evaluating the brand development of the Mafindo organization based on volunteers' perceptions.
Branding, Hoax, Volunteer, Non-Government Organization, Perception