DESAIN MASKOT DALAM TINGKATAN BRAND AWARENESS RADIO JIZ FM DI YOGYAKARTA SEBAGAI RADIO YANG “FUN, YOUNG, AND LOCAL (Studi Deskriptif Kualitatif pada Stasiun Radio 89.5 Jiz FM)

Jiz FM is a music radio for the people of Yogyakarta who have a young soul. In line with the progress of information and communication media, competition between radio station at Yogyakarta is getting intense. Every radio station need to increase consumer’s attention in order to survive in this competition. Mascot Design is the one of Visual Communication Design that can be used to attract consumer attention so that the brand awareness increases. This research basically discusses how mascot design in the brand awareness level of Jiz FM radio as a "Fun, Young, and Local" radio. The research used descriptive qualitative with in-depth interviews, observation and documentation to obtain data. Subjects in this research were The Manager of Jiz FM, and The Promotion and Brand Activation Staff. Researcher used triangulation of data sources techniques to test the validity of research data. The results found that elements in Jiz FM’s mascot design ; special meanings, concept, messages, texts, and norms have not been able to work opyimally in every level of brand awareness Jiz FM radio