R&D-BASED COMMUNITY MERCHANDISE INNOVATION: MERGING SYMBOLIC IDENTITY AND FUNCTIONAL DESIGN WITHIN INFORMATICS AND COMPUTER ENGINEERING COMMUNITIES

Abstract

Through Research and Development (R&D), this project seeks to create novel, community-focused products by fusing functional design with symbolic identity. A total of 106 respondents — comprising students, alumni, and academic staff from Politeknik Negeri Jakarta — participated in the study, which focused on the fields of information and computer engineering. The study examines how product concepts that also meet real-world user needs can incorporate symbolic values, such as professional identity, community logos, and shared pride.
Surveys and focus groups were used to collect user preferences, which were then used to develop product prototypes. These included customized mousepads, hoodies, and tech-integrated products that utilized augmented reality (AR), NFC, and QR codes. The results indicate that consumers are very interested in products that combine digital, functional, and symbolic elements, especially when personalization is included.

The study effectively demonstrates how community identity can be leveraged to inform effective marketing and product strategies. However, it also identifies certain drawbacks, including a lack of a thorough business model framework, a restricted range of demographics, and a lack of validation of purchase intent.  This study contributes to the growing body of research on community-based creative industries, emotional branding, and product innovation. It provides valuable insights into how specialized academic and technological communities can shape the development of products that are both commercially successful and emotionally engaging.

Keywords: Product Innovation, Community Identity, R&D, Merchandise, Emotional Branding, Informatics and Computer Engineering