TUGAS AKHIR PERANCANGAN PROMOSI PONDOK ASRI …eprints.uns.ac.id/22898/1/1._COVER.pdf ·...
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Transcript of TUGAS AKHIR PERANCANGAN PROMOSI PONDOK ASRI …eprints.uns.ac.id/22898/1/1._COVER.pdf ·...
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TUGAS AKHIR
PERANCANGAN PROMOSI
PONDOK ASRI TAWANGMANGU
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai Prasyarat
Guna Memperoleh Gelar Sarjana Seni Pada Fakultas Seni Rupa dan Desain
Program Studi Desain Komunikasi Visual
Disusun Oleh:
FAJAR HELIYANTO
C0709036
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
2015
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TUGAS AKHIR
PERANCANGAN PROMOSIPONDOK ASRI TAWANGMANGU
MELALUI DESAIN KOMUNIKASI VISUAL
Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai PrasyaratGuna Memperoleh Gelar Sarjana Seni Pada Fakultas Seni Rupa dan Desain
Program Studi Desain Komunikasi Visual
Disusun Oleh:FAJAR HELIYANTO
C0709036
PROGRAM STUDI DESAIN KOMUNIKASI VISUALFAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARETSURAKARTA
2015
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PERANCANGAN PROMOSIPONDOK ASRI TAWANGMANGU
MELALUI DESAIN KOMUNIKASI VISUAL
Fajar Heliyanto1
Drs. Putut H. Pramono, M.si.2, Hermansyah Muttaqin, S.Sn, M.Sn.3
ABSTRAK
Fajar Heliyanto, 2015. Pengantar Tugas Akhir ini berjudul “PerancanganPromosi Pondok Asri Tawangmangu Melalui Desain Komunikasi Visual”.Adapun permasalahan yang dikaji adalah (1) Bagaimana merancang promosi yangefektif untuk mempromosikan Pondok Asri Tawangmangu? (2) Bagaimanapemilihan dan perancangan media serta placement untuk mempromosikan PondokAsri Tawangmangu? Tujuan promosi ini adalah untuk meningkatkan jumlahkonsumen yang akhirnya pendapatan yang diperoleh semakin meningkat dengancara memaksimalkan kelebihan serta mengedepankan daya tarik keunggulanproduk (positioning) yang dimiliki oleh Pondok Asri Tawangmangu dan supayaaudience lebih memilih Pondok Asri Tawangmangu daripada hotel yang lainnya.
_______________________1 Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C07090362 Dosen Pembimbing I3 Dosen Pembimbing II
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PROMOTION PLANPONDOK ASRI TAWANGMANGU
THROUGH VISUAL COMMUNICATION DESIGN
Fajar Heliyanto1
Drs. Putut H. Pramono, M.si.2, Hermansyah Muttaqin, S.Sn, M.Sn.3
ABSTRACT
Fajar Heliyanto, 2015. This abstract is entitled “Promotion StrategyPondok Asri Tawangmangu Through Visual Communication Design”. Thisresearch was done to solve the problems, that are (1) How to create an effectivepromotion plan to promote Pondok Asri Tawangmangu? (2) How to choose anddesign the advertising media as well as its placememnt? The goals of the kind ofpromotion I proposed are to get bigger income for the hotel itself and to maximizeits valuable products so that the audience of this advertising will tend to choosePondok Asri Tawangmangu as a place to stay than any other hotel.
______________________1 Department of Visual Communication Design Students with NIM C07090362 Guide Lecture I3 Guide Lecture II
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MOTTO
“Bersabarlah, segala sesuatu itu awalnya sulit sebelum menjadi mudah”(Saadi, Penyair Iran)
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PERSEMBAHAN
Tugas Akhir ini saya persembahkan kepada:
Kedua orang tua tercinta.
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KATA PENGANTAR
Puji syukur kehadirat Tuhan Allah Subhanahu Wa Ta'Ala atas segala
limpahan rahmat dan hidayah-Nya, sehingga penulis mampu menyelesaikan
Tugas Akhir dengan judul: Perancangan Promosi Pondok Asri Tawangmangu
Melalui Desain 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 Program Studi Desain
Komunikasi Visual
3. Drs. Putut H. Pramono, M.si. selaku Pembimbing Tugas Akhir I
4. Hermansyah Mutaqin, S.Sn, M.Sn. selaku Pembimbing Tugas Akhir II
5. Ir. Pamboedhi selaku Pemilik sekaligus Direktur Pondok Asri Tawangmangu
6. Manajemen serta staf karyawan Pondok Asri Tawangmangu
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.
Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi
penulis dan umumnya bagi para pembaca.
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Surakarta, 30 Juni 2015
Penulis,
Fajar HeliyantoNIM. C0709036
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DAFTAR ISI
HALAMAN JUDUL........................................................................................ i
LEMBAR PERSETUJUAN............................................................................ ii
LEMBAR PENGESAHAN ............................................................................ iii
ABSTRAK ....................................................................................................... iv
ABSTRACK ...................................................................................................... v
MOTTO ........................................................................................................... vi
PERSEMBAHAN............................................................................................ vii
KATA PENGANTAR ..................................................................................... viii
DAFTAR ISI.................................................................................................... x
BAB I PENDAHULUAN............................................................................... 1
A. Latar Belakang ............................................................................... 1
B. Rumusan Masalah .......................................................................... 3
C. Tujuan Perancangan ....................................................................... 3
D. Metodologi Penelitian ................................................................... 4
BAB II KAJIAN TEORI ............................................................................... 12
A. Tinjauan Perancangan .......................................................................... 12
1. Pengertian Perancangan ................................................................. 12
B. Tinjauan Promosi ................................................................................. 12
1. Pengertian Promosi ........................................................................ 12
2. Tujuan Promosi .............................................................................. 13
3. Bauran Promosi.............................................................................. 15
4. Media Promosi ............................................................................... 17
C. Tinjauan Hotel...................................................................................... 19
1. Pengertian Hotel............................................................................. 19
2. Karakteristik Hotel ......................................................................... 20
3. Klasifikasi Hotel............................................................................. 21
D. Tinjauan Desain Komunikasi Visual ................................................... 23
1. Desain............................................................................................. 24
2. Komunikasi .................................................................................... 25
3. Visual ............................................................................................. 30
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BAB III IDENTIFIKASI DATA .................................................................. 33
A. Identifikasi Objek Perancangan ........................................................... 33
1. Data Perusahaan ............................................................................. 33
2. Struktur Organisasi ........................................................................ 34
3. Fasilitas Perusahaan ....................................................................... 34
4. Data Pemasaran dan Data Konsumen ............................................ 41
5. Data Promosi.................................................................................. 41
B. Kompetitor ........................................................................................... 44
1. Pondok Indah ................................................................................. 44
2. Pondok Sari 2 ................................................................................. 48
C. Analisis SWOT ..................................................................................... 50
D. USP (Unique Selling Proposition) ....................................................... 55
E. Positioning ........................................................................................... 55
BAB IV KONSEP DESAIN .......................................................................... 57
A. Metode Perancangan ............................................................................ 57
B. Konsep Kreatif ..................................................................................... 59
C. Target Audience dan Target Market .................................................... 60
1. Segmen Demografi......................................................................... 60
2. Segmen Geografi............................................................................ 61
3. Segmen Psikografi ......................................................................... 61
D. Standar Visual ...................................................................................... 61
1. Pesan Verbal................................................................................... 61
2. Pesan Non Verbal........................................................................... 63
E. Pemilihan dan Penempatan Media ....................................................... 67
1. Above The Line (Media Lini Atas)................................................. 67
2. Bellow The Line (Media Lini Bawah)............................................ 69
F. Prediksi Biaya ...................................................................................... 80
BAB V VISUALISASI KARYA ................................................................... 82
A. Above The Line (Media Lini Atas)....................................................... 82
1. Iklan Koran..................................................................................... 82
2. Website ........................................................................................... 83
a. Halaman Beranda ..................................................................... 83
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b. Halaman Kamar ....................................................................... 84
c. Halaman Fasilitas ..................................................................... 85
d. Halaman Hubungi Kami .......................................................... 86
3. Traffic Sign..................................................................................... 87
B. Bellow The Line (Media Lini Bawah).................................................. 88
1. Brosur............................................................................................. 88
a. Sisi Luar ................................................................................... 88
b. Sisi Dalam ................................................................................ 89
2. Price List ........................................................................................ 90
3. Name Board ................................................................................... 91
4. Car Branding ................................................................................. 92
a. Bagian Depan ........................................................................... 92
b. Bagian Kanan ........................................................................... 93
c. Bagian Kiri ............................................................................... 94
d. Bagian Belakang ...................................................................... 95
5. Buku Menu..................................................................................... 96
a. Cover ........................................................................................ 96
b. Isi .............................................................................................. 97
6. Seragam Kerja................................................................................ 98
a. Tampak Depan.......................................................................... 98
b. Tampak Belakang..................................................................... 99
7. Seragam Operasional ..................................................................... 100
a. Tampak Depan.......................................................................... 100
b. Tampak Belakang..................................................................... 101
8. Sandal Hotel ................................................................................... 102
9. Tempat Sampah Kamar.................................................................. 103
10. Gantungan Kunci Kamar................................................................ 104
11. Breakfast Card ............................................................................... 105
12. Name Room .................................................................................... 106
13. Nomor Kamar................................................................................. 107
14. Wayfinding Sign ............................................................................. 108
15. Stationary ....................................................................................... 109
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a. Kartu Nama .............................................................................. 109
b. Pensil ........................................................................................ 110
c. Stopmap.................................................................................... 111
d. Kop Surat ................................................................................. 112
e. Amplop Biasa........................................................................... 113
f. Amplop Berjendela .................................................................. 114
g. Form Saran Masukan ............................................................... 115
h. Amplop Saran Masukan........................................................... 116
16. Merchandise................................................................................... 117
a. Polo Shirt.................................................................................. 117
1) Polo Shirt A (tampak depan)............................................. 117
2) Polo Shirt A (tampak belakang) ........................................ 118
3) Polo Shirt B (tampak depan) ............................................. 119
4) Polo Shirt B (tampak belakang) ........................................ 120
b. Gymsack ................................................................................... 121
c. Handuk Kecil............................................................................ 122
d. Mug........................................................................................... 123
e. Kalender Dinding ..................................................................... 124
1) Cover ................................................................................. 124
2) Isi ....................................................................................... 125
f. Buku Agenda ............................................................................ 126
17. Bathroom Set.................................................................................. 127
a. Dental Kit ................................................................................. 127
b. Sabun ........................................................................................ 128
c. Shampoo ................................................................................... 129
d. Shower Cap .............................................................................. 130
BAB VI PENUTUP ........................................................................................ 131
A. Kesimpulan .......................................................................................... 131
B. Saran..................................................................................................... 132
DAFTAR PUSTAKA..................................................................................... 133
LAMPIRAN
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DAFTAR GAMBAR
Gambar 1. Izin Pengelolaan Usaha Pariwisata Pondok Asri Tawangmangu .. 7
Gambar 2. Name Board & Signage Pondok Asri Tawangmangu.................... 7
Gambar 3. Stationary Pondok Asri Tawangmangu ......................................... 8
Gambar 4. Brosur Pondok Asri Tawangmangu ............................................... 8
Gambar 5. Kenang-kenangan Pengunjung Pondok Asri Tawangmangu......... 8
Gambar 6. Interior Kamar Standard ................................................................ 34
Gambar 7. Exterior dan Interior Kamar Moderate A ...................................... 35
Gambar 8. Exterior dan Interior Kamar Moderate B ...................................... 35
Gambar 9. Exterior dan Interior Kamar Superior ........................................... 36
Gambar 10. Exterior dan Interior Kamar Deluxe Superior ............................. 36
Gambar 11. Interior Kamar Deluxe ................................................................. 37
Gambar 12. Interior Kamar VIP ...................................................................... 37
Gambar 13. Exterior dan Interior Kamar Executive Suite ............................... 38
Gambar 14. Exterior dan Interior Kamar Grand Suite .................................... 39
Gambar 15. Meeting Room Pondok Asri Tawangmangu................................. 39
Gambar 16. Logo Pondok Asri Tawangmangu ............................................... 42
Gambar 17. Name Board dan Signage Pondok Asri Tawangmangu ............... 42
Gambar 18. Stationary Pondok Asri Tawangmangu ....................................... 42
Gambar 19. Brosur Pondok Asri Tawangmangu ............................................. 43
Gambar 20. Car Branding Pondok Asri Tawangmangu.................................. 43
Gambar 21. Website Pondok Asri Tawangmangu ........................................... 43
DAFTAR TABEL
Tabel 1 Analisis SWOT ................................................................................... 51
Tabel 2 Prediksi biaya...................................................................................... 80
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DAFTAR BAGAN
Bagan 1 Bagan Urutan Teknik Analisis .......................................................... 11
Bagan 2 Struktur Organisasi Pondok Asri Tawangmangu ............................. 34
Bagan 3 Skema Urutan Pelaksanaan Perancangan ......................................... 58
