Brand Rejuvenation Rajawali Motor sebagai Kawasan One Stop Shopping bagi Motorcycle Enthusiast Halaman Judul
perpustakaan.uns.ac.id
digilib.uns.ac.id
PENGANTAR KARYA
TUGAS AKHIR
BRAND REJUVENATION RAJAWALI MOTOR
SEBAGAI KAWASAN ONE STOP SHOPPING
BAGI MOTORCYCLE ENTHUSIAST
Diajukan guna Melengkapi dan Memenuhi Persyaratan
Mencapai Gelar Sarjana Seni Rupa Universitas Sebelas
Maret
Disusun oleh :
Ariefah Rahmawati
C0712007
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET SURAKARTA
2016
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
LEMBAR PERSETUJUAN
Tugas Akhir dengan Judul :
BRAND REJUVENATION RAJAWALI MOTOR
SEBAGAI KAWASAN ONE STOP SHOPPING
BAGI MOTORCYCLE ENTHUSIAST
Telah disetujui dipertahankan di hadapan Tim Penguji Tugas Akhir (TA)
Pada tanggal 13 Juni 2016
Menyetujui,
Pembimbing I
Pembimbing II
(Andreas Slamet Widodo, S.Sn., M.Hum.) (Ercilia Rini Octavia, S.Sn., M.Sn.)
NIP. 197512012001121002
NIP. 198010112008122001
Koordinator Tugas Akhir (TA)
(Ercilia Rini Octavia, S.Sn., M.Sn.)
NIP. 198010112008122001
ii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PENGESAHAN
Tugas Akhir dengan Judul
BRAND REJUVENATION RAJAWALI MOTOR
SEBAGAI KAWASAN ONE STOP SHOPPING
BAGI MOTORCYCLE ENTHUSIAST
Telah disahkan dan diterima oleh Panitia dalam Sidang Tigas Akhir
Prodi Desain Komunikasi Visual Fakultas Seni Rupa dan Desain
Universitas Sebelas Maret
Pada tanggal: 27 Juni 2016
Tim Penguji:
Ketua Sidang Tugas Akhir
Drs. Putut Handoko P., M.Si.
NIP. 195506121980031014
Sekretaris Sidang Tugas Akhir
Hermansyah Muttaqin, S.Sn., M.Sn.
NIP. 197111152006041001
Penguji I
Andreas S Widodo, S.Sn., M.Hum.
NIP. 197512012001121002
Penguji II
Ercilia Rini Octavia, S.Sn., M.Sn.
NIP. 198010112008122001
Disahkan:
iii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Brand Rejuvenation Rajawali Motor
sebagai Kawasan One Stop Shopping
bagi Motorcycle Enthusiast
--------------------------------------------------------------------------------------------------Ariefah Rahmawati1
Andreas Slamet Widodo, S.Sn., M.Hum. 2Ercilia Rini Octavia, S.Sn, M.Sn.3
ABSTRAKSI
Ariefah Rahmawati, 2016. Rajawali Motor perlu untuk menyegarkan kembali
brand-nya menjadi kawasan one stop shopping. Selain area servis akan
ditambahkan pula toko spare part, apparel, dan café. Oleh karenanya, tugas akhir
yang berjudul ”Brand Rejuvenation Rajawali Motor sebagai Kawasan One Stop
Shopping bagi Motorcycle Enthusiast” ini menargetkan untuk mendapatkan
konsep matang rejuvenasi brand untuk Rajawali Motor. Kemudian yang kedua
adalah menemukan konsep visual branding yang efektif sebagai salah satu strategi
komunikasi visual. Melalui metode kualitatif deskriptif, masalah yang diteliti
adalah menemukan konsep rejuvenasi brand serta desain visual branding yang
efektif untuk Rajawali Motor dengan menambahkan beberapa sektor bisnis baru
sehingga representative untuk menjadi kawasan one stop shopping bagi
motorcycle enthusiast. Setelah melakukan berbagai riset, dihasilkan konsep
rejuvenasi brand serta visual branding sebagai salah satu strategi Rajawali Motor
untuk menjadi kawasan one stop shopping pertama di Kota Solo. Kesimpulannya
adalah bahwa konsep ini merupakan sesuatu yang baru di Kota Solo. Kehadiran
Rajawali Motor sebagai brand yang memulai ini dimungkinkan akan
menjadikannya pilihan utama bagi para motorcycle enthusiast untuk berkumpul
dan membagi pengalaman mereka. Tentu saja hal ini menjadi sebuah powerful
promise dari brand Rajawali Motor itu sendiri.
1
Mahasiswa Prodi S1 Desain Komunikasi Visual FSRD UNS
2
Dosen Pembimbing I
Dosen Pembimbing II
3
iv
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Brand Rejuvenation of Rajawali Motor
as One Stop Shopping Area
for Motorcycle Enthusiast
--------------------------------------------------------------------------------------------------Ariefah Rahmawati4
Andreas Slamet Widodo, S.Sn., M.Hum. 5Ercilia Rini Octavia, S.Sn, M.Sn.6
ABSTRACT
Ariefah Rahmawati,
2016. Based on the needs of the times and consumer
satisfaction, Rajawali Motor need to refresh their brand to be one stop shopping
area. It means, there will not just limited on motorcycle service station but also
spare part store, apparel, and café. Then, this Final Project, which is entitled
“Brand Rejuvenation of Rajawali Motor as One Stop Shopping Area for
Motorcycle Enthusiast”, is aiming to get a mature brand rejuvenation concept for
Rajawali Motor. And the second is finding an effective visual branding concept as
one of visual communication strategy. By using qualitative-descriptive method,
the problem examined is find the concept of brand rejuvenation and also visual
branding design for Rajawali Motor by adding several new business sector so that
be able to be one stop shopping area for motorcycle enthusiast. After did some
research, the result is a brand rejuvenation and visual branding concept as one of
Rajawali Motor strategy to be the first automotive one stop shopping area in Solo.
Finally, the conclusion is this one stop shopping concept for motorcycle
enthusiast is something new in Solo. The presence of Rajawali Motor as the one
who started this idea possibly could be the best choice for motorcycle enthusiast
in Solo City to gather and share their experience about motorcycle and of course
this could be a powerful promise from the brand.
4
The student of Visual Communication Design Faculty of Fine Art and Design Sebelas
Maret University
5
6
Guide Lecture I
Guide Lecture II
v
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERNYATAAN
Dengan ini penulis menyatakan bahwa Pengantar Karya Tugas Akhir yang
berjudul “Brand Rejuvenation Rajawali Motor sebagai Kawasan One Stop
Shopping bagi Motorcycle Enthusiast”, beserta isinya dan seluruh karya desain
yang penulis buat adalah benar-benar karya sendiri, dan penulis tidak melakikan
penjiplakan baik seluruhnya maupun sebagian, dengan cara-cara yang tidak sesuai
etika keilmuan yang berlaku dalam masyarakat akademik.
Atas pernyataan ini, penulis siap menanggung resiko/sanksi yang dijatuhkan
kepada penulis, apabila kemudian ditemukan adanya pelanggaran terhadap
keaslian karya ini.
Surakarta, 24 Juni 2016
Penulis,
Ariefah Rahmawati
NIM. C0712007
vi
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Karya ini saya persembahkan untuk:
Keluarga tercinta, sahabat, dan semua pihak yang telah mendukung.
vii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
Knowledge is Power
- Francis Bacon –
viii
viii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur penulis panjatkan kepada Allah SWT yang telah memberikan
limpahan rahmat, bimbingan, serta ridho hingga penulis dapat menyelesaikan
Karya Tugas Akhir ini meskipun dengan berbagai hambatan yang ada.
Dengan bantuan,
bimbingan,
penulisan Proposal
serta
arahan
dari
berbagai
pihak,
maka
Tugas Akhir dengan judul BRAND REJUVENATION
RAJAWALI MOTOR SEBAGAI KAWASAN ONE STOP SHOPPING BAGI
MOTORCYCLE ENTHUSIAST ini dapat terselesaikan dengan baik. Untuk itu
penulis ingin menyampaikan rasa terimakasih kepada:
1. Drs. Ahmad Adib, M.Hum, Ph.D selaku Dekan Fakultas Seni Rupa dan
Desain Universitas Sebelas Maret Surakarta.
2. Dr. Deny Tri Ardianto, S.Sn, Dipl.Art selaku Ketua Program Studi S1 Desain
Komunikasi Visual
3. Andreas Slamet Widodo, S.Sn., M.Hum. selaku pembimbing I yang telah
memberikan pengarahan, diskusi konsep, serta kritik yang membangun.
4. Ercilia Rini Octavia, S.Sn., M.Sn., selaku pembimbing II atas arahan,
bimbingan, masukan, dan saran yang bermanfaat dalam Karya Tugas Akhir
ini.
5. Seluruh Dosen dan karyawan Fakultas Seni Rupa dan Desain Universitas
Sebelas Maret Surakarta, khususnya S1 Desain Komunikasi Visual.
6.
Yong Setiyawan selaku pemilik serta pimpinan tertinggi Rajawali Motor Solo
yang telah mengizinkan proyek ini penulis angkat menjadi Tugas Akhir.
7.
Tatuk Marbudi dan Andhika Rhaiditya selaku tim yang berkepentingan dalam
proyek Rajawali Motor atas bimbingan dan support dalam berbagai hal.
8. Keluarga dan para sahabat yang senantiasa mendukung penulis untuk
tetap bersemangat dalam menyelesaikan kuliah dengan baik dan lancar.
9. Teman-teman serta seluruh pihak yang telah membantu penulis dalam
menyelesaikan Proposal Tugas Akhir.
ix
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Penulis menyadari bahwa dalam penyusunan Proposal Tugas Akhir ini
masih jauh dari sempurna, karena keterbatasan penulis dalam berbagai hal. Oleh
karena itu saran dan kritik yang sifatnya membangun sangat penulis harapkan dari
para pembaca. Akhir kata penulis ucapkan terima kasih dan penulis berharap
semoga Proposal Tugas Akhir ini dapat bermanfaat serta menambah wawasan
bagi pembaca.
Surakarta, 13 Juni 2016
Penulis
x
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL...........................................................................................
i
HALAMAN PERSETUJUAN............................................................................
ii
HALAMAN PENGESAHAN.............................................................................
iii
ABSTRAKSI .....................................................................................................
iv
ABSTRACT .........................................................................................................
v
HALAMAN ORISINALITAS TUGAS AKHIR................................................
vi
PERSEMBAHAN .............................................................................................. vii
MOTTO ............................................................................................................. viii
KATA PENGANTAR .......................................................................................
ix
DAFTAR ISI .......................................................................................................
xi
DAFTAR GAMBAR .......................................................................................... xiv
DAFTAR TABEL ............................................................................................... xvii
DAFTAR BAGAN .............................................................................................xviii
DAFTAR LAMPIRAN ....................................................................................... xix
BAB I. PENDAHULUAN ..................................................................................
1
A. Latar Belakang Masalah...............................................................................
1
B. Rumusan Masalah ........................................................................................
4
C. Tujuan dan Manfaat Perancangan ................................................................
4
xi
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
D. Manfaat Perancangan ..................................................................................
4
E. Kerangka Pikir .............................................................................................
5
F. Metodologi Penelitian ..................................................................................
6
BAB II. KAJIAN TEORI.................................................................................... 11
A. Brand dan Branding ..................................................................................... 11
B. Brand Rejuvenation ...................................................................................... 13
C. One Stop Shopping ....................................................................................... 20
D. Tinjauan Target Audience............................................................................ 27
BAB III. IDENTIFIKASI DATA ....................................................................... 29
A. Profil Rajawali Motor .................................................................................. 29
B. Struktur Organisasi ...................................................................................... 30
C. Data Produk.................................................................................................. 33
D. Promosi ....................................................................................................... 33
E. Target Market .............................................................................................. 36
F. Komparasi .................................................................................................... 37
G. Analisis SWOT ............................................................................................ 40
BAB IV. KONSEP PEMIKIRAN DESAIN .......................................................
41
A. Metode Perancangan ....................................................................................
41
B. Konsep Kreatif .............................................................................................
43
C. Standar Visual .............................................................................................. 50
D. Pemilihan Media .......................................................................................... 56
E. Teknik Pelaksanaan......................................................................................
62
F. Prediksi Biaya ..............................................................................................
63
xii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
BAB V. VISUALISASI KARYA ...................................................................... 66
A. Media Utama ................................................................................................ 66
B. Media Pendukung ........................................................................................ 82
BAB VI. PENUTUP .......................................................................................... 94
A. Kesimpulan .................................................................................................. 94
B. Saran ............................................................................................................. 94
DAFTAR PUSTAKA ......................................................................................... 96
LAMPIRAN ....................................................................................................... 98
xiii
xiii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 1. Promosi melalui Media Poster .......................................................... 35
Gambar 2. Promosi Eventual ..............................................................................
36
Gambar 3. Promosi Undian................................................................................. 36
Gambar 4. Logo Bengkel Coffee ........................................................................
38
Gambar 5. Suasana Bengkel Coffee.................................................................... 39
Gambar 6. Suasana interior Basecamp Café and Resto ......................................
40
Gambar 7. Diagram Target Market 1 ..................................................................
47
Gambar 8. Diagram Target Market 2 ..................................................................
48
Gambar 9. Diagram Target Market 3........................................................................
49
Gambar 10. Logo Lama Rajawali Motor ........................................................... 57
Gambar 11. Redesign Logo Rajawali Motor ...................................................... 66
Gambar 12. Cover Facebook ............................................................................. 67
Gambar 13. Cover Twitter ................................................................................. 68
Gambar 14. Profile Picture ................................................................................ 68
Gambar 15. Facebook Ads .................................................................................. 69
Gambar 16 Street Banner .................................................................................... 70
Gambar 17 Kartu Nama Tampak Depan.............................................................
71
Gambar 18 Kartu Nama Tampak Belakang ........................................................ 71
Gambar 19. Business Card Tampak Depan .......................................................
72
Gambar 20. Business Card Tampak Belakang ..................................................
72
Gambar 21. Amplop Tampak Depan .................................................................. 73
Gambar 22. Amplop Tampak Belakang..............................................................
xiv
xiv
commit to user
73
perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 23 Letterhead......................................................................................... 74
Gambar 24. Cover ............................................................................................... 75
Gambar 25. Cover Belakang .............................................................................. 75
Gambar 26. CD Cover ........................................................................................ 76
Gambar 27. Nametag .......................................................................................... 77
Gambar 28. Voucher .......................................................................................... 78
Gambar 29. Flyer ................................................................................................ 79
Gambar 30. Signage ........................................................................................... 80
Gambar 31. X- Banner ........................................................................................ 81
Gambar 32. Cover Depan Visual Identity Guide ............................................... 82
Gambar 33. Cover Dalam .................................................................................. 82
Gambar 34. Halaman 2 ...................................................................................... 82
Gambar 35. Halaman 3 ...................................................................................... 82
Gambar 36. Introduction .................................................................................... 83
Gambar 37. Halaman 5 ...................................................................................... 83
Gambar 38. Work Scope ..................................................................................... 83
Gambar 39. Halaman 7 ...................................................................................... 83
Gambar 40. Halaman 8 ...................................................................................... 84
Gambar 41. Halaman 9 ...................................................................................... 84
Gambar 42. Halaman 10 .................................................................................... 84
Gambar 43. Halaman 11 .................................................................................... 84
Gambar 44. Halaman 12 .................................................................................... 85
Gambar 45. Halaman 13 .................................................................................... 85
Gambar 46. Halaman 14 ..................................................................................... 85
xvx
v
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 47. Halaman 15 ..................................................................................... 85
Gambar 48. Halaman 16 ..................................................................................... 86
Gambar 49. Halaman 17 ..................................................................................... 86
Gambar 50. Halaman 18 ..................................................................................... 86
Gambar 51. Halaman 19 ..................................................................................... 86
Gambar 52. Halaman 20 ..................................................................................... 87
Gambar 53 Halaman 21 ...................................................................................... 87
Gambar 54. Halaman 22 ..................................................................................... 87
Gambar 55. Halaman 23 .................................................................................... 87
Gambar 56. Halaman 24 ..................................................................................... 88
Gambar 57. Halaman 25 ..................................................................................... 88
Gambar 58. Halaman 26 .................................................................................... 88
Gambar 59. Halaman 27 .................................................................................... 88
Gambar 60. Cover Belakang Bagian Dalam ...................................................... 89
Gambar 61. Cover Belakang .............................................................................. 89
Gambar 62. Seragam Karyawan ........................................................................ 90
Gambar 63.Totebag ............................................................................................ 91
Gambar 64. Gantungan Kunci ........................................................................... 92
Gambar 65. Stiker .............................................................................................. 93
xvi
xvi
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR TABEL
Tabel 1. Analisis SWOT ..................................................................................... 40
Tabel 2. Komunitas Motor .................................................................................. 47
Tabel 3. Prediksi Biaya Produksi ........................................................................ 63
Tabel 4. Prediksi Biaya Desain ........................................................................... 64
Tabel 5. Identitas Responden .............................................................................. 98
xvii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR BAGAN
Bagan 1. Kerangka Pikir .....................................................................................
5
Bagan 2. Struktur Organisasi Rajawali Motor ....................................................
30
Bagan 3. Metode Berpikir .................................................................................. 41
xviii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR LAMPIRAN
A. DATA RESPONDEN .................................................................................. 98
B. DATA INTERVIEW ................................................................................... 100
C. MEDIA UTAMA ......................................................................................... 102
1. Social Media . ............................................................................................... 102
a.
Facebook ................................................................................................ 102
b. Twitter .................................................................................................... 102
2. General and Event Advertising. ................................................................... 103
a.
Street Banner .......................................................................................... 103
b. X- Banner ............................................................................................... 103
3. Stationery. .................................................................................................... 104
4. Flyer. ............................................................................................................ 104
5. Signage. ........................................................................................................ 105
6. Nametag. ...................................................................................................... 105
D. MEDIA PENDUKUNG ............................................................................... 106
1. Visual Identity Guide. ............................................................................ 106
2. Totebag. .................................................................................................. 106
3. Seragam Karyawan. ............................................................................... 107
4. Gantungan Kunci. .................................................................................. 107
5. Stamp. ..................................................................................................... 108
xix
commit to user
digilib.uns.ac.id
PENGANTAR KARYA
TUGAS AKHIR
BRAND REJUVENATION RAJAWALI MOTOR
SEBAGAI KAWASAN ONE STOP SHOPPING
BAGI MOTORCYCLE ENTHUSIAST
Diajukan guna Melengkapi dan Memenuhi Persyaratan
Mencapai Gelar Sarjana Seni Rupa Universitas Sebelas
Maret
Disusun oleh :
Ariefah Rahmawati
C0712007
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET SURAKARTA
2016
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
LEMBAR PERSETUJUAN
Tugas Akhir dengan Judul :
BRAND REJUVENATION RAJAWALI MOTOR
SEBAGAI KAWASAN ONE STOP SHOPPING
BAGI MOTORCYCLE ENTHUSIAST
Telah disetujui dipertahankan di hadapan Tim Penguji Tugas Akhir (TA)
Pada tanggal 13 Juni 2016
Menyetujui,
Pembimbing I
Pembimbing II
(Andreas Slamet Widodo, S.Sn., M.Hum.) (Ercilia Rini Octavia, S.Sn., M.Sn.)
NIP. 197512012001121002
NIP. 198010112008122001
Koordinator Tugas Akhir (TA)
(Ercilia Rini Octavia, S.Sn., M.Sn.)
NIP. 198010112008122001
ii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PENGESAHAN
Tugas Akhir dengan Judul
BRAND REJUVENATION RAJAWALI MOTOR
SEBAGAI KAWASAN ONE STOP SHOPPING
BAGI MOTORCYCLE ENTHUSIAST
Telah disahkan dan diterima oleh Panitia dalam Sidang Tigas Akhir
Prodi Desain Komunikasi Visual Fakultas Seni Rupa dan Desain
Universitas Sebelas Maret
Pada tanggal: 27 Juni 2016
Tim Penguji:
Ketua Sidang Tugas Akhir
Drs. Putut Handoko P., M.Si.
NIP. 195506121980031014
Sekretaris Sidang Tugas Akhir
Hermansyah Muttaqin, S.Sn., M.Sn.
NIP. 197111152006041001
Penguji I
Andreas S Widodo, S.Sn., M.Hum.
NIP. 197512012001121002
Penguji II
Ercilia Rini Octavia, S.Sn., M.Sn.
NIP. 198010112008122001
Disahkan:
iii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Brand Rejuvenation Rajawali Motor
sebagai Kawasan One Stop Shopping
bagi Motorcycle Enthusiast
--------------------------------------------------------------------------------------------------Ariefah Rahmawati1
Andreas Slamet Widodo, S.Sn., M.Hum. 2Ercilia Rini Octavia, S.Sn, M.Sn.3
ABSTRAKSI
Ariefah Rahmawati, 2016. Rajawali Motor perlu untuk menyegarkan kembali
brand-nya menjadi kawasan one stop shopping. Selain area servis akan
ditambahkan pula toko spare part, apparel, dan café. Oleh karenanya, tugas akhir
yang berjudul ”Brand Rejuvenation Rajawali Motor sebagai Kawasan One Stop
Shopping bagi Motorcycle Enthusiast” ini menargetkan untuk mendapatkan
konsep matang rejuvenasi brand untuk Rajawali Motor. Kemudian yang kedua
adalah menemukan konsep visual branding yang efektif sebagai salah satu strategi
komunikasi visual. Melalui metode kualitatif deskriptif, masalah yang diteliti
adalah menemukan konsep rejuvenasi brand serta desain visual branding yang
efektif untuk Rajawali Motor dengan menambahkan beberapa sektor bisnis baru
sehingga representative untuk menjadi kawasan one stop shopping bagi
motorcycle enthusiast. Setelah melakukan berbagai riset, dihasilkan konsep
rejuvenasi brand serta visual branding sebagai salah satu strategi Rajawali Motor
untuk menjadi kawasan one stop shopping pertama di Kota Solo. Kesimpulannya
adalah bahwa konsep ini merupakan sesuatu yang baru di Kota Solo. Kehadiran
Rajawali Motor sebagai brand yang memulai ini dimungkinkan akan
menjadikannya pilihan utama bagi para motorcycle enthusiast untuk berkumpul
dan membagi pengalaman mereka. Tentu saja hal ini menjadi sebuah powerful
promise dari brand Rajawali Motor itu sendiri.
1
Mahasiswa Prodi S1 Desain Komunikasi Visual FSRD UNS
2
Dosen Pembimbing I
Dosen Pembimbing II
3
iv
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Brand Rejuvenation of Rajawali Motor
as One Stop Shopping Area
for Motorcycle Enthusiast
--------------------------------------------------------------------------------------------------Ariefah Rahmawati4
Andreas Slamet Widodo, S.Sn., M.Hum. 5Ercilia Rini Octavia, S.Sn, M.Sn.6
ABSTRACT
Ariefah Rahmawati,
2016. Based on the needs of the times and consumer
satisfaction, Rajawali Motor need to refresh their brand to be one stop shopping
area. It means, there will not just limited on motorcycle service station but also
spare part store, apparel, and café. Then, this Final Project, which is entitled
“Brand Rejuvenation of Rajawali Motor as One Stop Shopping Area for
Motorcycle Enthusiast”, is aiming to get a mature brand rejuvenation concept for
Rajawali Motor. And the second is finding an effective visual branding concept as
one of visual communication strategy. By using qualitative-descriptive method,
the problem examined is find the concept of brand rejuvenation and also visual
branding design for Rajawali Motor by adding several new business sector so that
be able to be one stop shopping area for motorcycle enthusiast. After did some
research, the result is a brand rejuvenation and visual branding concept as one of
Rajawali Motor strategy to be the first automotive one stop shopping area in Solo.
Finally, the conclusion is this one stop shopping concept for motorcycle
enthusiast is something new in Solo. The presence of Rajawali Motor as the one
who started this idea possibly could be the best choice for motorcycle enthusiast
in Solo City to gather and share their experience about motorcycle and of course
this could be a powerful promise from the brand.
4
The student of Visual Communication Design Faculty of Fine Art and Design Sebelas
Maret University
5
6
Guide Lecture I
Guide Lecture II
v
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERNYATAAN
Dengan ini penulis menyatakan bahwa Pengantar Karya Tugas Akhir yang
berjudul “Brand Rejuvenation Rajawali Motor sebagai Kawasan One Stop
Shopping bagi Motorcycle Enthusiast”, beserta isinya dan seluruh karya desain
yang penulis buat adalah benar-benar karya sendiri, dan penulis tidak melakikan
penjiplakan baik seluruhnya maupun sebagian, dengan cara-cara yang tidak sesuai
etika keilmuan yang berlaku dalam masyarakat akademik.
Atas pernyataan ini, penulis siap menanggung resiko/sanksi yang dijatuhkan
kepada penulis, apabila kemudian ditemukan adanya pelanggaran terhadap
keaslian karya ini.
Surakarta, 24 Juni 2016
Penulis,
Ariefah Rahmawati
NIM. C0712007
vi
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Karya ini saya persembahkan untuk:
Keluarga tercinta, sahabat, dan semua pihak yang telah mendukung.
vii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
Knowledge is Power
- Francis Bacon –
viii
viii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur penulis panjatkan kepada Allah SWT yang telah memberikan
limpahan rahmat, bimbingan, serta ridho hingga penulis dapat menyelesaikan
Karya Tugas Akhir ini meskipun dengan berbagai hambatan yang ada.
Dengan bantuan,
bimbingan,
penulisan Proposal
serta
arahan
dari
berbagai
pihak,
maka
Tugas Akhir dengan judul BRAND REJUVENATION
RAJAWALI MOTOR SEBAGAI KAWASAN ONE STOP SHOPPING BAGI
MOTORCYCLE ENTHUSIAST ini dapat terselesaikan dengan baik. Untuk itu
penulis ingin menyampaikan rasa terimakasih kepada:
1. Drs. Ahmad Adib, M.Hum, Ph.D selaku Dekan Fakultas Seni Rupa dan
Desain Universitas Sebelas Maret Surakarta.
2. Dr. Deny Tri Ardianto, S.Sn, Dipl.Art selaku Ketua Program Studi S1 Desain
Komunikasi Visual
3. Andreas Slamet Widodo, S.Sn., M.Hum. selaku pembimbing I yang telah
memberikan pengarahan, diskusi konsep, serta kritik yang membangun.
4. Ercilia Rini Octavia, S.Sn., M.Sn., selaku pembimbing II atas arahan,
bimbingan, masukan, dan saran yang bermanfaat dalam Karya Tugas Akhir
ini.
5. Seluruh Dosen dan karyawan Fakultas Seni Rupa dan Desain Universitas
Sebelas Maret Surakarta, khususnya S1 Desain Komunikasi Visual.
6.
Yong Setiyawan selaku pemilik serta pimpinan tertinggi Rajawali Motor Solo
yang telah mengizinkan proyek ini penulis angkat menjadi Tugas Akhir.
7.
Tatuk Marbudi dan Andhika Rhaiditya selaku tim yang berkepentingan dalam
proyek Rajawali Motor atas bimbingan dan support dalam berbagai hal.
8. Keluarga dan para sahabat yang senantiasa mendukung penulis untuk
tetap bersemangat dalam menyelesaikan kuliah dengan baik dan lancar.
9. Teman-teman serta seluruh pihak yang telah membantu penulis dalam
menyelesaikan Proposal Tugas Akhir.
ix
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Penulis menyadari bahwa dalam penyusunan Proposal Tugas Akhir ini
masih jauh dari sempurna, karena keterbatasan penulis dalam berbagai hal. Oleh
karena itu saran dan kritik yang sifatnya membangun sangat penulis harapkan dari
para pembaca. Akhir kata penulis ucapkan terima kasih dan penulis berharap
semoga Proposal Tugas Akhir ini dapat bermanfaat serta menambah wawasan
bagi pembaca.
Surakarta, 13 Juni 2016
Penulis
x
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
HALAMAN JUDUL...........................................................................................
i
HALAMAN PERSETUJUAN............................................................................
ii
HALAMAN PENGESAHAN.............................................................................
iii
ABSTRAKSI .....................................................................................................
iv
ABSTRACT .........................................................................................................
v
HALAMAN ORISINALITAS TUGAS AKHIR................................................
vi
PERSEMBAHAN .............................................................................................. vii
MOTTO ............................................................................................................. viii
KATA PENGANTAR .......................................................................................
ix
DAFTAR ISI .......................................................................................................
xi
DAFTAR GAMBAR .......................................................................................... xiv
DAFTAR TABEL ............................................................................................... xvii
DAFTAR BAGAN .............................................................................................xviii
DAFTAR LAMPIRAN ....................................................................................... xix
BAB I. PENDAHULUAN ..................................................................................
1
A. Latar Belakang Masalah...............................................................................
1
B. Rumusan Masalah ........................................................................................
4
C. Tujuan dan Manfaat Perancangan ................................................................
4
xi
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
D. Manfaat Perancangan ..................................................................................
4
E. Kerangka Pikir .............................................................................................
5
F. Metodologi Penelitian ..................................................................................
6
BAB II. KAJIAN TEORI.................................................................................... 11
A. Brand dan Branding ..................................................................................... 11
B. Brand Rejuvenation ...................................................................................... 13
C. One Stop Shopping ....................................................................................... 20
D. Tinjauan Target Audience............................................................................ 27
BAB III. IDENTIFIKASI DATA ....................................................................... 29
A. Profil Rajawali Motor .................................................................................. 29
B. Struktur Organisasi ...................................................................................... 30
C. Data Produk.................................................................................................. 33
D. Promosi ....................................................................................................... 33
E. Target Market .............................................................................................. 36
F. Komparasi .................................................................................................... 37
G. Analisis SWOT ............................................................................................ 40
BAB IV. KONSEP PEMIKIRAN DESAIN .......................................................
41
A. Metode Perancangan ....................................................................................
41
B. Konsep Kreatif .............................................................................................
43
C. Standar Visual .............................................................................................. 50
D. Pemilihan Media .......................................................................................... 56
E. Teknik Pelaksanaan......................................................................................
62
F. Prediksi Biaya ..............................................................................................
63
xii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
BAB V. VISUALISASI KARYA ...................................................................... 66
A. Media Utama ................................................................................................ 66
B. Media Pendukung ........................................................................................ 82
BAB VI. PENUTUP .......................................................................................... 94
A. Kesimpulan .................................................................................................. 94
B. Saran ............................................................................................................. 94
DAFTAR PUSTAKA ......................................................................................... 96
LAMPIRAN ....................................................................................................... 98
xiii
xiii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 1. Promosi melalui Media Poster .......................................................... 35
Gambar 2. Promosi Eventual ..............................................................................
36
Gambar 3. Promosi Undian................................................................................. 36
Gambar 4. Logo Bengkel Coffee ........................................................................
38
Gambar 5. Suasana Bengkel Coffee.................................................................... 39
Gambar 6. Suasana interior Basecamp Café and Resto ......................................
40
Gambar 7. Diagram Target Market 1 ..................................................................
47
Gambar 8. Diagram Target Market 2 ..................................................................
48
Gambar 9. Diagram Target Market 3........................................................................
49
Gambar 10. Logo Lama Rajawali Motor ........................................................... 57
Gambar 11. Redesign Logo Rajawali Motor ...................................................... 66
Gambar 12. Cover Facebook ............................................................................. 67
Gambar 13. Cover Twitter ................................................................................. 68
Gambar 14. Profile Picture ................................................................................ 68
Gambar 15. Facebook Ads .................................................................................. 69
Gambar 16 Street Banner .................................................................................... 70
Gambar 17 Kartu Nama Tampak Depan.............................................................
71
Gambar 18 Kartu Nama Tampak Belakang ........................................................ 71
Gambar 19. Business Card Tampak Depan .......................................................
72
Gambar 20. Business Card Tampak Belakang ..................................................
72
Gambar 21. Amplop Tampak Depan .................................................................. 73
Gambar 22. Amplop Tampak Belakang..............................................................
xiv
xiv
commit to user
73
perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 23 Letterhead......................................................................................... 74
Gambar 24. Cover ............................................................................................... 75
Gambar 25. Cover Belakang .............................................................................. 75
Gambar 26. CD Cover ........................................................................................ 76
Gambar 27. Nametag .......................................................................................... 77
Gambar 28. Voucher .......................................................................................... 78
Gambar 29. Flyer ................................................................................................ 79
Gambar 30. Signage ........................................................................................... 80
Gambar 31. X- Banner ........................................................................................ 81
Gambar 32. Cover Depan Visual Identity Guide ............................................... 82
Gambar 33. Cover Dalam .................................................................................. 82
Gambar 34. Halaman 2 ...................................................................................... 82
Gambar 35. Halaman 3 ...................................................................................... 82
Gambar 36. Introduction .................................................................................... 83
Gambar 37. Halaman 5 ...................................................................................... 83
Gambar 38. Work Scope ..................................................................................... 83
Gambar 39. Halaman 7 ...................................................................................... 83
Gambar 40. Halaman 8 ...................................................................................... 84
Gambar 41. Halaman 9 ...................................................................................... 84
Gambar 42. Halaman 10 .................................................................................... 84
Gambar 43. Halaman 11 .................................................................................... 84
Gambar 44. Halaman 12 .................................................................................... 85
Gambar 45. Halaman 13 .................................................................................... 85
Gambar 46. Halaman 14 ..................................................................................... 85
xvx
v
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
Gambar 47. Halaman 15 ..................................................................................... 85
Gambar 48. Halaman 16 ..................................................................................... 86
Gambar 49. Halaman 17 ..................................................................................... 86
Gambar 50. Halaman 18 ..................................................................................... 86
Gambar 51. Halaman 19 ..................................................................................... 86
Gambar 52. Halaman 20 ..................................................................................... 87
Gambar 53 Halaman 21 ...................................................................................... 87
Gambar 54. Halaman 22 ..................................................................................... 87
Gambar 55. Halaman 23 .................................................................................... 87
Gambar 56. Halaman 24 ..................................................................................... 88
Gambar 57. Halaman 25 ..................................................................................... 88
Gambar 58. Halaman 26 .................................................................................... 88
Gambar 59. Halaman 27 .................................................................................... 88
Gambar 60. Cover Belakang Bagian Dalam ...................................................... 89
Gambar 61. Cover Belakang .............................................................................. 89
Gambar 62. Seragam Karyawan ........................................................................ 90
Gambar 63.Totebag ............................................................................................ 91
Gambar 64. Gantungan Kunci ........................................................................... 92
Gambar 65. Stiker .............................................................................................. 93
xvi
xvi
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR TABEL
Tabel 1. Analisis SWOT ..................................................................................... 40
Tabel 2. Komunitas Motor .................................................................................. 47
Tabel 3. Prediksi Biaya Produksi ........................................................................ 63
Tabel 4. Prediksi Biaya Desain ........................................................................... 64
Tabel 5. Identitas Responden .............................................................................. 98
xvii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR BAGAN
Bagan 1. Kerangka Pikir .....................................................................................
5
Bagan 2. Struktur Organisasi Rajawali Motor ....................................................
30
Bagan 3. Metode Berpikir .................................................................................. 41
xviii
commit to user
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR LAMPIRAN
A. DATA RESPONDEN .................................................................................. 98
B. DATA INTERVIEW ................................................................................... 100
C. MEDIA UTAMA ......................................................................................... 102
1. Social Media . ............................................................................................... 102
a.
Facebook ................................................................................................ 102
b. Twitter .................................................................................................... 102
2. General and Event Advertising. ................................................................... 103
a.
Street Banner .......................................................................................... 103
b. X- Banner ............................................................................................... 103
3. Stationery. .................................................................................................... 104
4. Flyer. ............................................................................................................ 104
5. Signage. ........................................................................................................ 105
6. Nametag. ...................................................................................................... 105
D. MEDIA PENDUKUNG ............................................................................... 106
1. Visual Identity Guide. ............................................................................ 106
2. Totebag. .................................................................................................. 106
3. Seragam Karyawan. ............................................................................... 107
4. Gantungan Kunci. .................................................................................. 107
5. Stamp. ..................................................................................................... 108
xix
commit to user