STRATEGI PERANCANGAN - Sebelas Maret University · (2) Bagaimana memilih media komunikasi visual yang sesuai untuk mempromosikan Root Shoes? (3) Tujuan perancangan ini adalah untuklebih

perpustakaan.uns.ac.id digilib.uns.ac.id

commit to user

i

Konsep Pengantar Karya Tugas Akhir

STRATEGI PERANCANGAN PROMOSI ‘ROOT SHOES’ UNTUK REMAJA

MELALUI MEDIA KOMUNIKASI VISUAL

Diajukan untuk Memenuhi Sebagian Persyaratan Guna Melengkapi Gelar Sarjana Desain Komunikasi Visual

Fakultas Seni Rupa dan Desain Universitas Sebelas Maret

Disusun Oleh RICKY FIRMANSYAH

C0709062

FAKULTAS SENI RUPA DAN DESAIN UNIVERSITAS SEBELAS MARET

SURAKARTA 2015


commit to user

ii


commit to user

iii


commit to user

iv

STRATEGI PERANCANGAN PROMOSI ‘ROOT SHOES’ UNTUK REMAJA MELALUI MEDIA KOMUNIKASI VISUAL

Ricky Firmansyah1

Hermansyah Muttaqin, S.Sn., M.Sn2, Ercilia Rini Octavia, S.Sn., M.Sn 3

ABSTRAK Ricky Firmansyah, 2015. Pengantar Tugas Akhir ini berjudul Strategi

Perancangan Promosi ‘Root Shoes’ Untuk Remaja Melalui Media Komunikasi Visual. Adapun permasalahan yang dikaji adalah (1) Bagaimana membuat konsep strategi promosi Root Shoes yang menarik secara konsep dan visual? (2) Bagaimana memilih media komunikasi visual yang sesuai untuk mempromosikan Root Shoes? (3) Tujuan perancangan ini adalah untuk lebih memperkenalkan Root Shoes kepada para remaja di Kota Sragen. Dengan pendekatan ini diharapkan mampu mengembangkan dan meningkatkan ketertarikan kepada merek Root Shoes.

_______________________ 1 Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709062 2 Dosen Pembimbing I 3 Dosen Pembimbing II


commit to user

v

DESIGN PROMOTION STRATEGIES ‘ROOT SHOES’ FOR ADOLESCENT THROUGH VISUAL COMMUNICATION MEDIA

Ricky Firmansyah1 Hermansyah Muttaqin, S.Sn., M.Sn2, Ercilia Rini Octavia, S.Sn., M.Sn 3

ABSTRACT .Ricky Firmansyah, 2015. Introduction of this final project entitled design

promotion strategies ‘Root Shoes’ for adolescent trough visual communication media. As for the problems which examined (1) How to make the concept promotional strategy ‘Root Shoes’ of conceptually and visually appealing? (2) How to choose the appropriate visual communication media to promote ‘Root Shoes’? (3) This design goal is to introduce ‘Root Shoes’ for adolescent Sragen cities. This approach is expected to develop and increase interest in the brand of ‘Root Shoes’.

_______________________ 1 Department of Visual Communication Design Students with NIM C0709062 2 Supervisor I 3 Supervisor II


commit to user

vi

HALAMAN MOTTO

“you only live once, but if you do it right, once is enought.”

-Mae Jane West-

“wa man jaahada fa-innama yujaahidu linafsihi”

-QS. Al Ankabut ayat 6-


commit to user

vii

HALAMAN PERSEMBAHAN

Tugas Akhir ini kupersembahkan kepada:

Orang tua yang tersayang,

Woro Tri Prabandari dan Anwar Haryono


commit to user

viii

KATA PENGANTAR

Puji syukur kehadirat Tuhan Yang maha Esa atas segala limpahan rahmat

dan hidayat-Nya, sehingga penulis mampu menyelesaikan Tugas Akhir dengan

judul: “Strategi Perancangan Promosi ‘Root Shoes’ Untuk Remaja Melalui

Media Komunikasi Visual”

Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan

dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan terima

kasih kepada:

1. Drs. Ahmad Adib, M.Hum., Ph.D, selaku Dekan Fakultas Seni Rupa dan

Desain

2. Dr. Deny Tri Ardianto, S.Sn., Dipl. Art, selaku ketua jurusan Desain

Komunikasi Visual

3. Hermansyah Muttaqin, S.Sn., M.Sn, selaku Pembimbing Tugas Akhir I

4. Ercilia Rini Octavia, S.Sn., M.Sn, selaku Pembimbing Tugas Akhir II

5. Rudi Wicaksono Herlambang, S.Sn., M.Sn, selaku Pembimbing Akademik

6. Owner dan semua karyawan Root Shoes sebagai nara sumber.

7. Dosen serta staf karyawan Desain Komunikasi Visual

Penulis menyadari bahwa penulisan ini masih ada kekurangan. Untuk itu

penulis mengharapkan saran dan kritik yang bersifat membangun, untuk

kemudian dijadikan perbaikan di masa yang akan datang.


commit to user

ix

Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi

penulis dan umumnya bagi para pembaca.

Surakarta, 10 Juni 2015

Penulis,

Ricky Firmansyah.

NIM. C0709062


commit to user

x

DAFTAR ISI

HALAMAN JUDUL ....................................................................................... i

LEMBAR PERSETUJUAN .......................................................................... ii

LEMBAR PENGESAHAN ............................................................................ iii

ABSTRAK ...................................................................................................... iv

HALAMAN MOTTO ..................................................................................... vi

HALAMAN PERSEMBAHAN ..................................................................... vii

KATA PENGANTAR .................................................................................... viii

DAFTAR ISI ................................................................................................... x

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

A. Latar Belakang Masalah ....................................................................... 1

B. Rumusan Masalah ................................................................................ 4

C. Tujuan Perancangan ............................................................................. 4

D. Metode Penelitian ................................................................................. 4

1. Kerangka Pikir .............................................................................. 4

2. Metode Pengumpulan Data ........................................................... 7

BAB II KAJIAN TEORI ............................................................................... 9

A. Strategi Perancangan ............................................................................ 9

1. Definisi Strategi ............................................................................. 9

2. Perancangan ................................................................................... 30

B. Promosi ................................................................................................ 32

1. Pengertian Promosi ....................................................................... 32

2. Tipe Promosi .................................................................................. 34

3. Fungsi Promosi ............................................................................. 35

4. Marketing Mix ............................................................................... 36

C. Media Komunikasi Visual ................................................................... 37

1. Kajian Media .................................................................................. 37


commit to user

xi

2. Kajian Komunikasi ........................................................................ 40

3. Kajian Visual .................................................................................. 47

4. Kajian Desain Komunikasi Visual ................................................ 48

D. Kajian Remaja ...................................................................................... 56

1. Definisi Remaja ............................................................................ 56

2. Batasan Remaja dan Perkembangannya ....................................... 56

BAB III IDENTIFIKASI DATA .................................................................. 61

A. Data Perusahaan ................................................................................... 61

1. Profil Perusahaan ........................................................................... 61

2. Struktur Perusahaan ....................................................................... 63

3. Data Produk .................................................................................... 65

4. Promosi yang Pernah Dilakukan .................................................... 73

5. Data Pemasaran ............................................................................. 75

6. Data Konsumen ............................................................................. 75

7. Kuesioner ...................................................................................... 76

B. Kompetitor ........................................................................................... 79

1. Planet Distro dan Clothing ........................................................... 79

2. Defense Company (DFNS) .......................................................... 82

C. Analisis SWOT .................................................................................... 84

D. USP (Unique Selling Point) ................................................................ 87

E. Positioning .......................................................................................... 87

BAB IV KONSEP PEMIKIRAN DESAIN .................................................. 89

A. Metode Perancangan ............................................................................ 89

B. Strategi Kreatif .................................................................................... 91

C. Target Audience dan Target Market .................................................... 92

D. Strategi Visual ..................................................................................... 93

1. Pesan Verbal..................................................................................... 93

2. Pesan Non Verbal ............................................................................. 94

E. Media Placement .................................................................................. 98

1. Name Board ................................................................................... 98


commit to user

xii

2. Signage .......................................................................................... 99

3. Car Branding ................................................................................ 99

4. X- Banner ...................................................................................... 99

5. Brosur ............................................................................................ 100

6. Seragam ......................................................................................... 100

7. Id Card ........................................................................................... 100

8. Kartu Nama ................................................................................... 101

9. Merchandise .................................................................................. 101

F. Perkiraan Biaya ................................................................................... 102

BAB V VISUALISASI KARYA ................................................................... 106

A. Below the Line Media ............................................................................ 106

1. Signage .......................................................................................... 106

2. Car Branding ................................................................................ 107

3. X-Banner ....................................................................................... 108

4. Brosur ............................................................................................ 109

5. Seragam ......................................................................................... 110

6. Id Card .......................................................................................... 111

7. Name Card .................................................................................... 112

B. Merchandise .......................................................................................... 113

1. Kalender Duduk ........................................................................... 113

2. Deck Skateboard .......................................................................... 114

3. Wheels .......................................................................................... 115

4. Griptape ....................................................................................... 116

5. Fingerboard ................................................................................. 117

6. Wristband ..................................................................................... 118

7. Tas ................................................................................................ 119

8. Sticker ........................................................................................... 120

9. Jam Duduk ................................................................................... 121

10. Surf Board .................................................................................... 122

11. Fin ................................................................................................ 123


commit to user

xiii

12. Beanie ........................................................................................... 124

BAB VI PENUTUP ........................................................................................ 125

A. Kesimpulan .......................................................................................... 125

B. Saran ..................................................................................................... 125

DAFTAR PUSTAKA .....................................................................................

LAMPIRAN ....................................................................................................

LEMBAR KONSUL .......................................................................................

STRATEGI PERANCANGAN - Sebelas Maret University · (2) Bagaimana memilih media komunikasi visual yang sesuai untuk mempromosikan Root Shoes? (3) Tujuan perancangan ini adalah untuklebih

Documents