Strategi perancangan promosi ‘root shoes’ untuk remaja melalui media komunikasi visual Halaman Judul
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
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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
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
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 6commit to user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
HALAMAN PERSEMBAHAN
Tugas Akhir ini kupersembahkan kepada:
Orang tua yang tersayang,
Woro Tri Prabandari dan Anwar Haryono
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
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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
commit to user
1. Name Board ...................................................................................
98
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perpustakaan.uns.ac.id
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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
commit to user
11. Fin ................................................................................................ 123
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12. Beanie ........................................................................................... 124
BAB VI PENUTUP ........................................................................................ 125
A. Kesimpulan .......................................................................................... 125
B. Saran ..................................................................................................... 125
DAFTAR PUSTAKA .....................................................................................
LAMPIRAN ....................................................................................................
LEMBAR KONSUL .......................................................................................
commit to user
xiii
digilib.uns.ac.id
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
i
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
ii
perpustakaan.uns.ac.id
digilib.uns.ac.id
commit to user
iii
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
iv
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
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 6commit to user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
HALAMAN PERSEMBAHAN
Tugas Akhir ini kupersembahkan kepada:
Orang tua yang tersayang,
Woro Tri Prabandari dan Anwar Haryono
commit to user
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
x
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
commit to user
1. Name Board ...................................................................................
98
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
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
commit to user
11. Fin ................................................................................................ 123
xii
perpustakaan.uns.ac.id
digilib.uns.ac.id
12. Beanie ........................................................................................... 124
BAB VI PENUTUP ........................................................................................ 125
A. Kesimpulan .......................................................................................... 125
B. Saran ..................................................................................................... 125
DAFTAR PUSTAKA .....................................................................................
LAMPIRAN ....................................................................................................
LEMBAR KONSUL .......................................................................................
commit to user
xiii