PERANCANGAN PROMOSI ANJUNGAN DAERAH TAMAN …

PERANCANGAN PROMOSI ANJUNGAN DAERAH

TAMAN MINI INDONESIA INDAH

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Anchilia Alexandra

NIM : 00000015199

Program Studi : Desain Komunikasi Visual

Fakultas : Seni dan Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2020

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KATA PENGANTAR

Penulis mengucapkan puji dan syukur kepada Tuhan Yang Maha Esa atas

rahmatNya yang senantiasa menyertai penulis dalam menyelesaikan tugas akhir

yang berjudul “Perancangan Promosi Anjungan Daerah Taman Mini Indonesia

Indah”. Melihat jumlah pengunjung Anjungan Daerah TMII yang terus menurun,

penulis tertarik untuk merancang promosi Anjungan Daerah TMII.

Sesuai dengan perkataan Soekarno, “Beri aku sepuluh pemuda, maka akan

kuguncangkan dunia”, Penulis memfokuskan diri untuk merancang promosi

anjungan daerah TMII bagi generasi muda dengan tujuan untuk mempersiapkan

generasi muda demi masa depan Indonesia yang lebih baik. Penulis berharap

tugas akhir ini dapat menarik minat generasi muda Indonesia untuk datang dan

belajar banyak hal di Anjungan Daerah Taman Mini Indonesia Indah.

Pada kesempatan ini, penulis juga ingin berterima kasih kepada orang-

orang yang membantu dan mendukung penulis selama proses pembuatan tugas

akhir ini, khususnya kepada:

1. Mohammad Rizaldi, S.T., M.Ds., selaku ketua program studi Desain

Komunikasi Visual Universitas Multimedia Nusantara

2. Gideon K. F. H. Hutapea, S.T., M.Ds., selaku dosen pembimbing tugas

akhir yang telah mengarahkan, memberikan masukkan, dan menjaga

progres agar tetap stay on track selama proses pembuatan tugas akhir ini.

3. Ardiles Akyuwen, S.Sn., M.Ds., Ken Natasha Violeta, S.Sn., M.Ds., dan

Clemens Felix Setiyawan, S.Sn., M. Hum., sebagai dosen pembimbing

spesialis yang telah memberikan masukan selama pembuatan tugas akhir.

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ABSTRAKSI

Perancangan promosi Anjungan Daerah Taman Mini Indonesia Indah (TMII) dibuat karena masih kurangnya pengetahuan budaya masyarakat Indonesia di Jabodetabek, khususnya Generasi Muda. Padahal, di Jakarta terdapat sebuah kawasan yang merangkum kebudayaan Indonesia, yaitu Taman Mini Indonesia Indah. Anjungan-anjungan daerah pada Taman Mini dapat menjadi solusi untuk mengenalkan budaya Indonesia kepada generasi muda Indonesia. Dalam merancang promosi ini, penulis menggunakan beberapa teori, terutama teori perancangan promosi oleh Robin Landa yang berjudul Advertising by Design. Penulis juga melakukan pengumpulan data, dimulai dari melakukan wawancara, observasi, studi referensi, studi eksisting, dan media consumption. Penulis kemudian mulai merancang berdasarkan tahapan dari Robin Landa, yaitu Overview & Strategy, Idea, Design, Production, dan Implementation. Selain itu, penulis juga menggunakan tahapan kampanye AISAS oleh Dentsu untuk menentukan media dan jangka waktu promosi. Penulis memanfaatkan media-media yang dekat dengan sehari-hari target audience, namun juga berpotensi untuk datang ke TMII. Selain itu, penulis juga memfokuskan diri untuk membuat promosi kepada generasi muda yang memiliki sifat altruistik. Penulis juga menggunakan pendekatan instan yang sesuai dengan target audience penulis, yang mana merupakan Generasi Instan.

Kata Kunci: Promosi, Taman Mini Indonesia Indah, Instan

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ABSTRACT

Promotion design of Anjungan Daerah Taman Mini Indonesia Indah (TMII) is because lack of knowledge about Indonesian culture by its citizens, especially the young generation in Jabodetabek. Whereas, there is a place in Jakarta that summarizes the information about Indonesian culture. Therefore, Anjungan Daerah in Taman Mini Indonesia Indah can be a solution to increase the cultural knowledge of the young generation. To design this promotion, the writer uses several theories, especially Advertising by Design book by Robin Landa. The writer also collects the data about TMII and the target audience by doing an interview, observation, reference study, existing study, and collect data about media consumption. Then, the writer started to design by Robin Landa’s step, i.e. overview & strategy, idea, design, production, and implementation. The writer also uses AISAS by Dentsu to decide the media and campaign duration. However, the media used are those close to the target audience’s daily places and also have access to TMII. The writer also thinks about psychography about the young generation, such as altruistic, and instant gratification generation.

Keywords: Promotion, Taman Mini Indonesia Indah, Instant

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DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ......... ERROR!

BOOKMARK NOT DEFINED.

HALAMAN PENGESAHAN TUGAS AKHIR .... ERROR! BOOKMARK NOT

DEFINED.

KATA PENGANTAR ........................................................................................ IV

ABSTRAKSI ....................................................................................................... VI

ABSTRACT ......................................................................................................... VII

DAFTAR ISI .................................................................................................... VIII

DAFTAR GAMBAR ......................................................................................... XII

DAFTAR TABEL .......................................................................................... XXIV

DAFTAR LAMPIRAN ................................................................................... XXV

BAB I PENDAHULUAN ...................................................................................... 1

1.1. Latar Belakang ........................................................................................... 1

1.2. Rumusan Masalah ...................................................................................... 2

1.3. Batasan Masalah ........................................................................................ 2

1.4. Tujuan Tugas Akhir ................................................................................... 3

1.5. Manfaat Tugas Akhir ................................................................................. 3

BAB II TINJAUAN PUSTAKA ........................................................................... 4

Perancangan ............................................................................................... 42.1.

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2.1.1. Elemen Desain ................................................................................ 4

2.1.2. Prinsip Desain ................................................................................. 8

2.1.3. Sistem Proporsi ............................................................................. 11

2.1.4. Grid ............................................................................................... 14

2.1.5. Klasifikasi Huruf .......................................................................... 15

2.1.6. Klasifikasi Gambar ....................................................................... 18

2.1.7. Fotografi ....................................................................................... 19

2.1.8. Motion, Broadcast, dan Broadband .............................................. 23

Promosi .................................................................................................... 252.2.

2.2.1. Definisi Promosi ........................................................................... 25

2.2.2. Jenis Promosi ................................................................................ 25

2.2.3. Media Promosi .............................................................................. 26

2.2.4. Promosi Melalui Sosial Media ...................................................... 29

2.2.5. Media Viral ................................................................................... 29

2.2.6. Iklan Tidak Konvensional ............................................................. 30

2.2.7. AISAS ............................................................................................ 30

2.2.8. Desain Website .............................................................................. 32

Taman Mini Indonesia Indah ................................................................... 332.3.

2.3.1. Visi & Misi ................................................................................... 33

2.3.2. Sejarah TMII ................................................................................. 34

BAB III METODOLOGI ................................................................................... 35

Metodologi Pengumpulan Data .............................................................. 353.1.

3.1.1. Wawancara dengan Marketing dan Promosi TMII ....................... 35

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3.1.2. Observasi Non Partisipatoris ........................................................ 37

3.1.3. Observasi Partisipatoris I .............................................................. 38

3.1.4. Observasi Partisipatoris II ............................................................. 43

3.1.5. Isi Anjungan Taman Mini Indonesia Indah .................................. 67

3.1.6. Fungsi TMII .................................................................................. 69

3.1.7. Kuesioner Kuis Budaya ................................................................ 70

3.1.8. Kuesioner Pengunjung Taman Mini Indonesia Indah .................. 71

3.1.9. Observasi Eksisting ...................................................................... 73

3.1.10. Observasi Reference ................................................................... 78

3.1.11. Konsumsi Media melalui Card Sort ........................................... 81

Metodologi Perancangan ......................................................................... 873.2.

3.2.1. Tinjauan Luas ............................................................................... 87

3.2.2. Strategi .......................................................................................... 87

3.2.3. Ide ................................................................................................. 88

3.2.4. Desain ........................................................................................... 88

3.2.5. Produksi ........................................................................................ 88

3.2.6. Implementasi ................................................................................. 88

BAB IV STRATEGI DAN ANALISIS PERANCANGAN .............................. 89

Strategi Perancangan ................................................................................ 894.1.

4.1.1. Tinjauan Luas dan Strategi ........................................................... 89

4.1.2. Ide ............................................................................................... 105

4.1.3. Desain ......................................................................................... 108

4.1.4. Produksi ...................................................................................... 194

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4.1.5. Implementasi ............................................................................... 196

Analisis Perancangan ............................................................................. 2094.2.

4.2.1. Analisis Big Idea ......................................................................... 209

4.2.2. Analisis Desain Kemasan Instan ................................................. 210

4.2.3. Analisis Desain Tahap Attention ................................................. 211

4.2.4. Analisis Desain Pilar ................................................................... 215

4.2.5. Analisis Desain dinding stasiun MRT ........................................ 217

4.2.6. Analisis Desain dalam kereta MRT ............................................ 219

4.2.7. Analisis Desain Instagram Feeds ................................................ 220

4.2.8. Analisis Tur Indonesia Instan ..................................................... 223

4.2.9. Analisis Desain Website ............................................................. 223

4.2.10. Analisis Desain Aplikasi ........................................................... 226

4.2.11. Analisis Desain Gimmick .......................................................... 232

4.2.12. Analisis Desain Merchandise ................................................... 233

4.2.13. Analisis Desain Filter Instagram .............................................. 233

Budgeting ............................................................................................... 2354.3.

BAB V PENUTUP ............................................................................................. 239

Kesimpulan ............................................................................................ 2395.1.

Saran ...................................................................................................... 2405.2.

DAFTAR PUSTAKA ....................................................................................... XIV

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DAFTAR GAMBAR

Gambar 2.1. Contoh Penerapan Garis pada desain .................................................. 4

Gambar 2.2. Contoh Penerapan Bentuk ................................................................... 5

Gambar 2.3. Contoh Figure / Ground ..................................................................... 5

Gambar 2.4. Warna Aditif dan Subtraktif ................................................................ 6

Gambar 2.5. Tekstur Berjenis Visual ....................................................................... 7

Gambar 2.6. Contoh Penggunaan Hierarki pada Desain ......................................... 9

Gambar 2.7. Contoh Penggunaan Irama pada Desain ........................................... 10

Gambar 2.8. Contoh Penggunaan Kesatuan pada Desain ...................................... 10

Gambar 2.9. Bilangan Fibonnaci dalam Area ........................................................ 12

Gambar 2.10. Rule of thirds ................................................................................... 13

Gambar 2.11. Modular Grids ................................................................................ 13

Gambar 2.12. Contoh Layout dengan Single Column Grid ................................... 14

Gambar 2.13. Contoh Penggunaan Multiple Column Grid ................................... 15

Gambar 2.14. Klasifikasi Typeface ........................................................................ 17

Gambar 2.15. Klasifikasi Gambar ......................................................................... 19

Gambar 2.16. Format pada Kamera ....................................................................... 20

Gambar 2.17. Penerapan Golden ratio .................................................................. 20

Gambar 2.18. Memasukkan Bentuk sebagai Bingkai ............................................ 21

Gambar 2.19. Memotret Perspektif sebagai Penanda Arah ................................... 21

Gambar 2.20. Memotret Banyak Detil ................................................................... 22

Gambar 2.21. Memotret dengan Perbedaan Jarak ................................................. 23

Gambar 2.22. Menyandingkan Warna ................................................................... 23

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Gambar 2.23. Contoh Storyboard .......................................................................... 25

Gambar 2.24. Contoh Guerrilla Advertising ......................................................... 30

Gambar 2.25. Tahapan AISAS ................................................................................ 31

Gambar 3.1. Wawancara penulis dengan Bapak Ilham ......................................... 35

Gambar 3.2. Papan Informasi Harga Tiket Masuk ................................................ 38

Gambar 3.3. Fasilitas yang sudah ditutup .............................................................. 39

Gambar 3.4. Kereta Gantung TMII ....................................................................... 40

Gambar 3.5. Loket Taman Legenda ...................................................................... 40

Gambar 3.6. Kincir Ria dan Sekitar ....................................................................... 41

Gambar 3.7. Taman Legenda ................................................................................. 42

Gambar 3.8. Anjungan Sumatera Barat ................................................................. 44

Gambar 3.9. Rumah Adat Mentawai ..................................................................... 44

Gambar 3.10. Buku Tamu Rumah Adat Mentawai ............................................... 45

Gambar 3.11. Pengunjung menyewa kostum dan berfoto pada pelaminan ........... 46

Gambar 3.12. Suasana sekitar Anjungan Daerah Sumatera Utara ........................ 47

Gambar 3.13. Poster pelatihan musik Anjungan Daerah Sumatera Utara ............. 48

Gambar 3.14. Diorama dan toko souvenir di Anjungan Sumatera Utara .............. 48

Gambar 3.15. Pameran pada lantai dua Anjungan Sumatera Utara ....................... 49

Gambar 3.16. Panggung pada Anjungan Sumatera Selatan .................................. 50

Gambar 3.17. Anjungan Sumatera Utara ............................................................... 50

Gambar 3.18. Anjungan Riau ................................................................................ 51

Gambar 3.19. Anak-anak yang berlatih Tari Saman ............................................. 52

Gambar 3.20. Indonesian Airways milik Anjungan Aceh ..................................... 52

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Gambar 3.21. Alat dan Bahan yang Terdapat di Anjungan Aceh ......................... 53

Gambar 3.22. Anjungan Kalimantan Barat ........................................................... 54

Gambar 3.23. Anjungan Kalimantan Selatan ........................................................ 55

Gambar 3.24. Anjungan Kalimantan Timur .......................................................... 56

Gambar 3.25. Anjungan Sulawesi Utara ............................................................... 57

Gambar 3.26. Anjungan Sulawesi Tengah ............................................................ 58

Gambar 3.27. Anjungan Sulawesi Tengah ............................................................ 58

Gambar 3.28. Spot Photobooth di Anjungan Papua .............................................. 59

Gambar 3.29. Isi Museum Budaya Papua .............................................................. 59

Gambar 3.30. Latihan Menari Tarian Daerah Papua ............................................. 60

Gambar 3.31. Suasana Anjungan Daerah Nusa Tenggara Barat ........................... 61

Gambar 3.32. Bale Bale ......................................................................................... 61

Gambar 3.33. Informasi Acara di Anjungan Daerah Bali ..................................... 62

Gambar 3.34. Etalase Budaya Jawa Timur ............................................................ 62

Gambar 3.35. Kampung Madura ........................................................................... 63

Gambar 3.36. Informasi Acara Anjungan Jawa Timur .......................................... 63

Gambar 3.37. Anjungan DIY Yogyakarta ............................................................. 64

Gambar 3.38. Anjungan Jawa Tengah ................................................................... 65

Gambar 3.39. Informasi Acara Anjungan Jawa Tengah Bulan Juli 2019 ............. 66

Gambar 3.40. Hasil Kuis Budaya .......................................................................... 70

Gambar 3.41. Terakhir Kali ke TMII .................................................................... 71

Gambar 3.42. Mengapa sudah lama tidak ke TMII ............................................... 72

Gambar 3.43. Mengapa tidak pernah ke TMII ...................................................... 72

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Gambar 3.44. Akun Instagram TMII ..................................................................... 74

Gambar 3.45. Digital Outdoor TMII ..................................................................... 74

Gambar 3.46. Akun Instagram Taman Pintar Yogyakarta .................................... 75

Gambar 3.47. Akun Instagram Gardens by the Bay .............................................. 76

Gambar 3.48. Tampilan Website Gardens by the Bay ........................................... 77

Gambar 3.49. Guerrilla Marketing “The Grand Tour” ........................................ 78

Gambar 3.50. Guerrilla Marketing “Havaianas Summer Carnaval” ..................... 79

Gambar 3.51. Guerrilla Marketing “Have Any Books Lying Around?” .............. 80

Gambar 3.52. Instagram Garden by the Bay ......................................................... 81

Gambar 4.1. Mindmap Tentang TMII ................................................................. 106

Gambar 4.2. Mindmap Tentang Indonesia ........................................................... 108

Gambar 4.3. Mindmap Tentang Instan ................................................................ 109

Gambar 4.4. Observasi Benda Instan di Supermarket ......................................... 110

Gambar 4.5. Moodboard Produk Instan .............................................................. 111

Gambar 4.6. Warna Primer dan Sekunder .......................................................... 111

Gambar 4.7. Pengaturan Filter pada Font Search Adobe Font ........................... 112

Gambar 4.8. Pilihan Font Handwriting ............................................................... 113

Gambar 4.9. Font CCMeanwhile Italic dan Chantal Italic .................................. 113

Gambar 4.10. Font Chantal Medium Italic .......................................................... 114

Gambar 4.11. Font Sans Serif pada Produk Instan .............................................. 114

Gambar 4.12. Font Chantal dan 3 Pilihan Font Sans Serif ................................. 115

Gambar 4.13. Font Advantage ............................................................................. 116

Gambar 4.14. Referensi Kopi Instan ................................................................... 117

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Gambar 4.15. Sketsa Billboard Kopi Instan ........................................................ 118

Gambar 4.16. Referensi Sosis Siap Makan .......................................................... 118

Gambar 4.17. Sketsa Sosis Siap Makan .............................................................. 119

Gambar 4.18. Referensi Popcorn Instan & Tissue Basah .................................... 119

Gambar 4.19. Sketsa Popcorn Instan & Tissue Basah ........................................ 120

Gambar 4.20. Referensi Oatmeal Instan & Minuman Serbuk Instan .................. 121

Gambar 4.21. Sketsa Oatmeal Instan & Minuman Serbuk Instan ....................... 122

Gambar 4.22. Hasil Pemotretan Produk Energen dan Kopi Instan ..................... 122

Gambar 4.23. Foto Produk Kopi Sebelum dan Setelah Diedit Menjadi Polos .... 123

Gambar 4.24. Desain Hashtag #GUEGENERASIINSTAN ............................... 123

Gambar 4.25. Desain Billboard Kopi Instan I ..................................................... 124

Gambar 4.26. Desain Billboard Kopi Instan 2 .................................................... 125

Gambar 4.27. Penerapan Desain Billboard I ....................................................... 125

Gambar 4.28. Desain Kemasan Kopi Kapal Api ................................................. 126

Gambar 4.29. Foto Gelas dan Kopi Instan Sebelum Diedit ................................. 127

Gambar 4.30. Gambar Maskot Nitra ................................................................... 127

Gambar 4.31. Desain Billboard Kopi Instan II ................................................... 128

Gambar 4.32. Desain Kemasan Kopi Instan Final .............................................. 128

Gambar 4.33. Sketsa desain billboard vertikal .................................................... 130

Gambar 4.34. Desain Billboard I ......................................................................... 130

Gambar 4.35. Desain Billboard II ....................................................................... 131

Gambar 4.36. Referensi Kalbe ............................................................................. 132

Gambar 4.37. Desain Billboard III ...................................................................... 132

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Gambar 4.38. Desain Billboard menggunakan margin ....................................... 133

Gambar 4.39. Desain Billboard Kopi Instan final ............................................... 134

Gambar 4.40. Desain Kemasan Produk Quaker, Nutri Sari, dan Jolly Time ...... 134

Gambar 4.41. Foto Packshot Oatmeal, Jeruk, dan Popcorn Sebelum Diedit ...... 135

Gambar 4.42. Desain Packaging Oatmeal Instan ................................................ 135

Gambar 4.43. Desain Packaging Serbuk Instan tanpa logo ................................ 136

Gambar 4.44. Desain Packaging Serbuk Instan Final ......................................... 136

Gambar 4.45. Logo Pop Time ............................................................................. 136

Gambar 4.46. Packaging Popcorn Instan ............................................................ 137

Gambar 4.47. Desain Billboard Vertical ............................................................. 138

Gambar 4.48. Desain Billboard Horizontal ......................................................... 138

Gambar 4.49. Pengaplikasian desain billboard ................................................... 139

Gambar 4.50. Desain Produk Fiesta Ready Meal ............................................... 139

Gambar 4.51. Sketsa Ads in Car .......................................................................... 140

Gambar 4.52. Kemasan Super Bubur .................................................................. 140

Gambar 4.53. Foto Bubur Sebelum dan Sesudah Diedit ..................................... 141

Gambar 4.54. Desain Logo Bubur Instan ............................................................ 141

Gambar 4.55. Desain Kemasan Bubur Instan ..................................................... 141

Gambar 4.56. Desain Ads in Car ......................................................................... 142

Gambar 4.57. Sketsa Instagram Sponsored 1:1 ................................................... 142

Gambar 4.58. Kemasan Energen ......................................................................... 143

Gambar 4.59. Foto Sebelum Diedit dan Logo Instagen ...................................... 143

Gambar 4.60. Desain Instagram Sponsored 1 ...................................................... 144

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Gambar 4.61. Desain Tampak Depan, Atas, dan Samping .................................. 144

Gambar 4.62. Desain Instagram 1:1 Sponsored ................................................. 145

Gambar 4.63. Penerapan desain Instagram Sponsored ........................................ 145

Gambar 4.64. Sketsa Storyboard Youtube Ad ..................................................... 146

Gambar 4.65. Sketsa Storyboard Youtube Ad 2 .................................................. 147

Gambar 4.66. Desain Kemasan Indomie Mi Goreng ........................................... 148

Gambar 4.67. Percobaan Shooting Pelemparan Mi Instan .................................. 148

Gambar 4.68. Perbandingan Font Pada Kemasan Asli dan Kemasan Tiruan ..... 149

Gambar 4.69. Preview Frame Video Youtube Ads .............................................. 149

Gambar 4.70. Storyboard Instagram Sponsored, Ads in Game, dan Toll gate .... 150

Gambar 4.71. Storyboard Instagram Sponsored, Ads in Game, dan Toll Gate 2 151

Gambar 4.72. Percobaan Take Pertama Sereal .................................................... 151

Gambar 4.73. Percobaan Take Kedua Sereal ...................................................... 152

Gambar 4.74. Preview Video Instagram Ads & Ads in Game ............................ 152

Gambar 4.75. Frame Terakhir video Instagram Story Ads & Ads in Game ........ 153

Gambar 4.76. Preview Frame Video Ads in Toll gate ......................................... 154

Gambar 4.77. Pilar di ruang tunggu kereta .......................................................... 155

Gambar 4.78. Sketsa Desain Sarden .................................................................... 156

Gambar 4.79. Desain Kemasan Sarden ABC ...................................................... 157

Gambar 4.80. Foto Sarden Sebelum Diedit ......................................................... 157

Gambar 4.81. Ilustrasi Cabai dan Packshot Sarden Setelah Diedit ..................... 158

Gambar 4.82. Saus Sarden Setelah Diedit ........................................................... 158

Gambar 4.83. Desain Kemasan Kaleng Sarden 1 ................................................ 159

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Gambar 4.84. Desain Kemasan Kaleng Sarden dengan Grid .............................. 159

Gambar 4.85. Desain Akhir Kemasan Kaleng Sarden ......................................... 161

Gambar 4.86. Desain Ilustrasi bagian Atas Pilar ................................................. 161

Gambar 4.87. Penerapan desain pilar .................................................................. 162

Gambar 4.88. Sketsa Awal Instalasi .................................................................... 163

Gambar 4.89. Kemasan Pop Mie ......................................................................... 164

Gambar 4.90. Desain Logo Pop TMII ................................................................. 164

Gambar 4.91. Desain Kemasan Pop TMII Tertutup dan Terbuka ....................... 165

Gambar 4.92. Desain A Dinding Stasiun MRT I ................................................. 165

Gambar 4.93. Desain B Dinding Stasiun MRT I ................................................. 166

Gambar 4.94. Desain akhir pada Stasiun MRT dengan Lenticular printing ....... 166

Gambar 4.95. Penerapan desain dinding MRT dari dua sudut ............................ 167

Gambar 4.96. Penerapan desain pada Halte Bus Feeder ..................................... 167

Gambar 4.97. Sketsa Desain Dalam Kereta ......................................................... 168

Gambar 4.98. Layout Ceiling panel Bagian Dalam Kereta dan Bus ................... 169

Gambar 4.99. Referensi Efek Motion pada Fotografi .......................................... 169

Gambar 4.100. Asset Ilustrasi Budaya Indonesia ................................................ 170

Gambar 4.101. Desain Ceiling panel 1 ................................................................ 170

Gambar 4.102. Desain Ceiling panel 2 ................................................................ 171

Gambar 4.103. Desain Ceiling panel Final .......................................................... 171

Gambar 4.104. Desain Side View Kanan 1 .......................................................... 172

Gambar 4.105. Desain Side View Kanan Final .................................................... 173

Gambar 4.106. Desain Side View Kiri I ............................................................... 174

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Gambar 4.107. Desain Side View Kiri Final ........................................................ 174

Gambar 4.108. Desain Hand grip I ...................................................................... 175

Gambar 4.109. Desain Hand grip Final ............................................................... 176

Gambar 4.110. Penerapan Desain Bagian Dalam Kereta MRT .......................... 176

Gambar 4.111. Desain Side View Transjakarta yang Disesuaikan ...................... 177

Gambar 4.112. Penerapan Desain pada Bagian Dalam Transjakarta .................. 177

Gambar 4.113. Desain Tampilan Feeds Instagram TMII .................................... 178

Gambar 4.114. Penggunaan Rule of Thirds pada Komposisi Foto ...................... 179

Gambar 4.115. Sitemap Website .......................................................................... 179

Gambar 4.116. Wireframe Website 1 ................................................................... 180

Gambar 4.117. Wireframe Keseluruhan Website ................................................. 181

Gambar 4.118. Sitemap Website II ...................................................................... 181

Gambar 4.119. Wireframe Website II (Lo fi) ....................................................... 182

Gambar 4.120. Wireframe Website II (Hi fi) ....................................................... 182

Gambar 4.121. Desain Tampilan Pertama Microsite Tur Indonesia Instan ......... 183

Gambar 4.122. Desain Tampilan Kedua Microsite Tur Indonesia Instan ........... 183

Gambar 4.123. Desain Tampilan Ketiga Microsite Tur Indonesia Instan ........... 183

Gambar 4.124. Desain Tampilan keempat Microsite Tur Indonesia Instan ........ 184

Gambar 4.125. Penggunaan Grid pada website ................................................... 184

Gambar 4.126. Sitemap Aplikasi ......................................................................... 185

Gambar 4.127. Wireframe Aplikasi ..................................................................... 186

Gambar 4.128. Wireframe Aplikasi (Hi fi) .......................................................... 186

Gambar 4.129. Desain Tampilan Pintu Khusus Aplikasi Indonesia Instan ......... 187

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Gambar 4.130. Desain Tampilan depan Aplikasi Indonesia Instan .................... 187

Gambar 4.131. Penggunaan Golden ratio ........................................................... 188

Gambar 4.132. Desain Tampilan “Pesen Tur” pada Aplikasi Indonesia Instan .. 188

Gambar 4.133. Desain Tampilan “Tur Gue” I pada Aplikasi Indonesia Instan .. 189

Gambar 4.134. Desain Tampilan “Tur Gue” II pada Aplikasi Indonesia Instan . 189

Gambar 4.135. Desain Tampilan Scan pada Aplikasi Indonesia Instan .............. 190

Gambar 4.136. Desain Tampilan “peta” pada Aplikasi Indonesia Instan ........... 190

Gambar 4.137. Desain Tampilan “Lain – Lain” pada Aplikasi Indonesia Instan 191

Gambar 4.138. Desain Gimmick .......................................................................... 192

Gambar 4.139. Desain Merchandise .................................................................... 193

Gambar 4.140. Desain Instagram Filter .............................................................. 194

Gambar 4.141. Penerapan Desain Billboard ....................................................... 196

Gambar 4.142. Penerapan Desain Car Ads .......................................................... 197

Gambar 4.143. Penerapan Desain Instagram Sponsored ..................................... 198

Gambar 4.144. Penerapan Desain Instagram Sponsored Story dan Ads in Game

..................................................................................................................... 199

Gambar 4.145. Penerapan desain Youtube Ads Non skippable ........................... 199

Gambar 4.146. Penerapan Desain Ads in Toll Gate ............................................ 200

Gambar 4.147. Penerapan Desain Pilar ............................................................... 201

Gambar 4.148. Penerapan Desain dalam Kereta MRT ........................................ 202

Gambar 4.149. Penerapan desain dinding MRT dari dua sudut .......................... 203

Gambar 4.150. Penerapan desain pada Halte Bus Feeder ................................... 204

Gambar 4.151. Penerapan Desain Feeds Instagram ............................................ 205

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Gambar 4.152. Penerapan Desain Microsite ....................................................... 206

Gambar 4.153. Penerapan Desain Aplikasi ......................................................... 206

Gambar 4.154. Penerapan Desain Gimmick ........................................................ 207

Gambar 4.155. Pengaplikasian Desain Merchandise .......................................... 208

Gambar 4.156. Penerapan Desain Instagram Filter ............................................. 209

Gambar 4.157. Desain Billboard Vertical ........................................................... 212

Gambar 4.158. Desain Billboard Horizontal ....................................................... 212

Gambar 4.159. Desain Ads in Car dan Instagram .............................................. 213

Gambar 4.160. Penerapan Desain Youtube Ads non-skippable .......................... 213

Gambar 4.161. Penerapan Desain Instagram Sponsored Story dan Ads in Game

..................................................................................................................... 214

Gambar 4.162. Penerapan Desain Ads in Toll Gate ............................................ 214

Gambar 4.163. Penerapan Eye level pada Desain Pilar ....................................... 215

Gambar 4.164. Desain Ilustrasi bagian Atas Pilar ............................................... 216

Gambar 4.165. Penerapan desain pilar ................................................................ 217

Gambar 4.166. Penerapan desain dinding MRT dari dua sudut .......................... 218

Gambar 4.167. Penerapan desain pada Halte Bus Feeder ................................... 219

Gambar 4.168. Pengaplikasian Desain dalam Kereta MRT ................................ 220

Gambar 4.169. Desain Feeds Instagram .............................................................. 222

Gambar 4.170. Prinsip Proximity pada Website .................................................. 224

Gambar 4.171. Desain Tampilan Kedua Microsite Tur Indonesia Instan ........... 224

Gambar 4.172. Desain Tampilan Ketiga Microsite Tur Indonesia Instan ........... 225

Gambar 4.173. Desain Tampilan depan Aplikasi Indonesia Instan .................... 226

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Gambar 4.174. Desain Tampilan “Pesen Tur” pada Aplikasi Indonesia Instan .. 227

Gambar 4.175. Desain Tampilan “Tur Gue” I pada Aplikasi Indonesia Instan .. 228

Gambar 4.176. Desain Tampilan “Tur Gue” II pada Aplikasi Indonesia Instan . 229

Gambar 4.177. Desain Tampilan Scan pada Aplikasi Indonesia Instan .............. 230

Gambar 4.178. Desain Tampilan “peta” pada Aplikasi Indonesia Instan ........... 231

Gambar 4.179. Desain Tampilan “Lain – Lain” pada Aplikasi Indonesia Instan 232

Gambar 4.180. Penerapan Desain Gimmick ........................................................ 232

Gambar 4.181. Pengaplikasian Desain Merchandise .......................................... 233

Gambar 4.182. Instagram Filter .......................................................................... 234

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DAFTAR TABEL

Tabel 4.1. Tabel Tinjauan Luas dan Strategi ......................................................... 89

Tabel 4.2. Tabel Consumer Journey Anne ............................................................ 92

Tabel 4.3. Tabel Consumer journey Indra ............................................................. 93

Tabel 4.4. Tabel Consumer Journey Reny ............................................................. 95

Tabel 4.5. Tabel Tahapan AISAS .......................................................................... 97

Tabel 4.6. Tabel Produksi .................................................................................... 194

Tabel 4.7. Tabel Budgeting .................................................................................. 235

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DAFTAR LAMPIRAN

LAMPIRAN A: LEMBAR BIMBINGAN ..................................................... XVI

LAMPIRAN B: DOKUMENTASI PENGUMPULAN DATA .................... XIX