BRAND REJUVENA T ION RAJAWALI MOTOR SEBAGAI KA W … · Br an d Rej u venat ion Ra jaw ali M otor...

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

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

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LEMBAR PERSETUJUAN

Tugas Akhir dengan Judul :




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


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PENGESAHAN

Tugas Akhir dengan Judul




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:


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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 3 Dosen Pembimbing II


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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 Guide Lecture I

6 Guide Lecture II


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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


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PERSEMBAHAN

Karya ini saya persembahkan untuk:

Keluarga tercinta, sahabat, dan semua pihak yang telah mendukung.


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MOTTO

Knowledge is Power

- Francis Bacon –


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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, serta arahan dari berbagai pihak, maka

penulisan Proposal 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.


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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


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

B.

Rumusan Masalah ........................................................................................

4

C.

Tujuan dan Manfaat Perancangan ................................................................

4

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


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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


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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


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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..............................................................

73


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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


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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


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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


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DAFTAR BAGAN

Bagan 1. Kerangka Pikir ..................................................................................... 5

Bagan 2. Struktur Organisasi Rajawali Motor .................................................... 30

Bagan 3. Metode Berpikir .................................................................................. 41


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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


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BRAND REJUVENA T ION RAJAWALI MOTOR SEBAGAI KA W … · Br an d Rej u venat ion Ra jaw ali M otor...

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