PERANCANGAN PROMOSI BIKESTOP INDONESIA

Teks penuh

(1)PERANCANGAN PROMOSI BIKESTOP INDONESIA. LAPORAN TUGAS AKHIR. Defita Mutiara Semangi 00000031057. PROGRAM STUDI DESAIN KOMUNIKASI VISUAL FAKULTAS SENI DAN DESAIN UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG 2022.

(2) PERANCANGAN PROMOSI BIKESTOP INDONESIA. LAPORAN TUGAS AKHIR Diajukan sebagai Salah Satu Syarat untuk Memperoleh Gelar Sarjana Desain (S.Ds.). Defita Mutiara Semangi. 00000031057. PROGRAM STUDI DESAIN KOMUNIKASI VISUAL FAKULTAS SENI DAN DESAIN UNIVERSITAS MULTIMEDIA NUSANTARA TANGERANG 2022. i Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(3) HALAMAN PERNYATAAN TIDAK PLAGIAT Dengan ini saya, Nama. : Defita Mutiara Semangi. Nomor Induk Mahasiswa. : 00000031057. Program studi. : Desain Komunikasi Visual. Tugas Akhir dengan judul: PERANCANGAN PROMOSI BIKESTOP INDONESIA merupakan hasil karya saya sendiri bukan plagiat dari karya ilmiah yang ditulis oleh orang lain, dan semua sumber, baik yang dikutip maupun dirujuk, telah saya nyatakan dengan benar serta dicantumkan di Daftar Pustaka. Jika di kemudian hari terbukti ditemukan kecurangan/penyimpangan, baik dalam pelaksanaan skripsi maupun dalam penulisan laporan skripsi, saya bersedia menerima konsekuensi dinyatakan TIDAK LULUS untuk Tugas Akhir yang telah saya tempuh.. Tangerang, 03 Januari 2022. *materai Rp 10.000,00. (Defita Mutiara Semangi). ii Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(4) "7*%5.+,4 '(1*%1-7'7/ !!"! /(+ %0%. (),6%76,%4%!(0%1*,. .

(5). 42*4%0!67',. (5%,12071,.%5,$,57%/. %.7/6%5. !(1,'%1(5%,1. "(/%+',7-,.%13%'%+%4,!(1,1%17%4, 7.7/ 5' '%1',1:%6%.%1 ##! (1*%157571%13(1*7-,5(&%*%,&(4,.76 (67%!,'%1*. (1*7-,. 4 %61%%+%:%!!255

(6) . 49,1/),%1!!15

(7) . (0&,0&,1* (0&,0&,1*. ,'(2176%3(%!"5 ,'(2176%3(%!"

(8) (67%42*4%0!67',(5%,12071,.%5,$,57%/. 2+%00%' ,;%/',!"5

(9) ,,,

(10)

(11)

(12) (),6%76,%4%#1,8(45,6%57/6,0(',%75%16%4%.

(13) HALAMAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS Sebagai civitas academica Universitas Multimedia Nusantara, saya yang bertanda tangan di bawah ini: Nama. : Defita Mutiara Semangi. NIM. : 00000031057. Program Studi. : Desain Komunikasi Visual. Fakultas. : Seni dan Desain. JenisKarya. : *Tesis/Skripsi/Tugas Akhir (*coret salah satu). Demi pengembangan ilmu pengetahuan, menyetujui untuk memberikan kepada Universitas Multimedia Nusantara Hak Bebas Royalti Nonekslusif (Non-exclusive Royalty-Free Right) atas karya ilmiah saya yang berjudul PERANCANGAN PROMOSI BIKESTOP INDONESIA Beserta perangkat yang ada (jika diperlukan). Dengan Hak Bebas Royalti Noneksklusif ini, Universitas Multimedia Nusantara berhak menyimpan, mengalihmediakan/mengalihformatkan, mengelola dalam bentuk pangkalan data (database), merawat, dan memublikasikan tugas akhir saya selama tetap mencantumkan nama saya sebagai penulis/pencipta dan sebagai pemilik Hak Cipta. Demikian pernyataan ini saya buat dengan sebenarnya. Tangerang, 17 Januari 2022 Yang menyatakan,. (Defita Mutiara Semangi). iv Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(14) KATA PENGANTAR Puji syukur dipanjatkan kepada kehadirat Allah SWT., atas berkat dan karunia-Nya, sehingga penulis dapat menyelesaikan proposal tugas akhir yang berjudul “Perancangan Promosi Bikestop Indonesia” dengan baik dan tepat waktu. Bikestop Indonesia dipilih sebagai objek perancangan tugas akhir ini berdasarkan dari hasil observasi bahwa sebagian besar pesepeda di Tangerang Raya belum mengetahui Bikestop Indonesia dengan baik.. Tujuan dari disusunya topik ini adalah untuk membantu Bikestop Indonesia dalam meningkatkan brand awarenessnya kepada masyarakat atau pesepeda di Tangerang, sehingga eksistensi dari Bikestop Indonesia tidak hanya dipandang sebagai bengkel sepeda semata namun juga memiliki pelayanan maksimal yang tidak biasa. Penulisan laporan ini tidak akan berhasil berjalan dengan lancar tanpa adanya dukungan serta bantuan dari berbgai pihak. Maka dari itu, penulis hendak menyampaikan rasa syukur dan terimakasih kepada: 1. Allah SWT., atas berkah, rahmat dan kesempatan untuk menyelesaikan penulisan tugas akhir ini. 2. Dr. Ninok Leksono, selaku Rektor Universitas Multimedia Nusantara. 3. Muhammad Cahya Mulya Daulay, A.Sn., M.Ds., selaku Dekan Fakultas Universitas Multimedia Nusantara. 4. Mohammad Rizaldi S.T., M.Ds., selaku Ketua Program Studi Universitas Multimedia Nusantara. 5. Gideon K. F. H. Hutapea, S.T., M.Ds., sebagai Pembimbing pertama yang telah memberikan bimbingan, arahan, dan motivasi atas terselesainya tugas akhir ini. 6. Edo Tirtadama, M. Ds., selaku dosen mata kuliah VCD 5, yang telah membimbing dan memberikan banyak materi bermanfaat terkait perancangan. promosi. atau. kampanye. yang. dapat. penulis. implementasikan dalam perancangan tugas akhir ini.. v Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(15) 7. Seluruh dosen DKV Universitas Multimedia Nusantara yang telah membimbing, dan memberikan banyak materi bermanfaat yang dapat penulis gunakan pada tugas akhir ini. 8. Kedua orangtua saya yang telah memberikan bantuan dukungan material dan moral, sehingga penulis dapat menyelesaikan tugas akhir ini. 9. Darren Wang, Michael Robin, Bulgary dan Cavin Constantine, selaku pihak eksekutif dari Bikestop Indonesia yang telah memberikan kesempatan serta informasi mengenai Bikestop yang dibutuhkan untuk kepentingan perancangan. 10. Seluruh karyawan Bikestop Indonesia yang terlibat dalam proses perancangan karya. 11. Seluruh peserta bimbingan tugas akhir oleh dosen pembimbing Gideon K.F.H. Hutapea, S.T., M.Ds, terutama kepada Dorothy dan Donny yang telah membantu dan berjuang bersama penulis dalam menyelesaikan perancangan tugas akhir ini. 12. Keith Richard, Clara Nafthalie, Tasya Shabrina, Maria Birgitta, Leony Chrisanty, Alfia Nuraina, dan seluruh teman-teman penulis yang telah membantu, membimbing dan memberikan support kepada penulis tanpa henti hingga penulis dapat menyelesaikan tugas akhir ini. 13. Penulis sendiri yang telah kuat berjuang melewati banyak rintangan dan ujian lain yang terjadi selama proses penulisan tugas akhir ini namun tetap bisa menyelesaikannya dengan baik. Tangerang, 17 Januari 2022. (Defita Mutiara Semangi). vi Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(16) PERANCANGAN PROMOSI BIKESTOP INDONESIA (Defita Mutiara Semangi) ABSTRAK Bikestop Indoensia merupakan salah satu dari sekian banyak outlet yang berfokus pada hal terkait dengan sepeda. Seperti jasa reparasi, toko yang memuat tentang barang-barang sepeda seperti spareparts, aksesoris, apparel, hingga F&B yang berdomisili di Tangerang, tepatnya di Serpong, yang telah berdiri sejak tahun 2018. Permasalahan yang timbul pada toko ini dimulai dari penuturan oleh Darren Wang selaku pemilik toko, dimana ia merasa target pengunjung yang diharapkan tidak mencapai hasil yang telah ditetapkan dan kurang sesuai. Selain itu, kurangnya strategi promosi yang sesuai menyebabkan rendahnya tingkat brand awareness bagi Bikestop sendiri kepada para pesepeda di Tangerang dimana hal ini bertolak belakang dengan tingginya potensi Bikestop Indonesia untuk menjadi toko atau bengkel pilihan para pesepeda. Untuk memaksimalkan potensi tersebut, penulis merumuskan rancangan promosi dengan metode AISAS dan mengumpulkan berbagai data secara hybrid atau campuran, yaitu baik kualitatif maupun kuantitatif. Kata kunci: Perancangan, Desain, Promosi, Bikestop Indonesia, Potensi. vii Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(17) BIKESTOP INDONESIA PROMOTIONAL DESIGN (Defita Mutiara Semangi) ABSTRACT (English) Bikestop Indonesia is one of the many outlets that focuses on things related to bicycles. Such as repair services, shops that contain bicycle goods such as spare parts, accessories, apparel, to F&B which are domiciled in Tangerang, to be precise in Serpong, which has been established since 2018. The problems that arise in this store started from the narrative by Darren Wang as shop owner, where he thinks that the expected target do not achieve the results that have been set and are not appropriate. In addition, the lack of an appropriate promotional strategy causes a low level of brand awareness for Bikestop itself to cyclists in Tangerang which is contrary to the high potential of Bikestop Indonesia to become the shop or workshop of choice for cyclists. To maximize this potential, the authors formulate a promotional design using the AISAS method and collect various hybrid or mixed data, namely both qualitative and quantitative. Keywords: Design, Promotional, Bikestop Indonesia, Potential. viii Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(18) DAFTAR ISI HALAMAN PERNYATAAN TIDAK PLAGIAT ............................................. ii HALAMAN PENGESAHAN.............................................................................. iii HALAMAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS ........................................................................... iv KATA PENGANTAR........................................................................................... v ABSTRAK ........................................................................................................... vii ABSTRACT (English)......................................................................................... viii DAFTAR ISI......................................................................................................... ix DAFTAR TABEL ............................................................................................... xii DAFTAR GAMBAR.......................................................................................... xiii DAFTAR LAMPIRAN .................................................................................... xviii BAB I PENDAHULUAN..................................................................................... 1 1.1. Latar Belakang ....................................................................................... 1. 1.2. Rumusan Masalah .................................................................................. 3. 1.3. Batasan Masalah..................................................................................... 3. 1.4. Tujuan Tugas Akhir............................................................................... 4. 1.5. Manfaat Tugas Akhir............................................................................. 4. BAB II TINJAUAN PUSTAKA.......................................................................... 5 Desain Grafis........................................................................................... 5 2.1.1. Elemen Desain ................................................................................. 5. 2.1.2. Prinsip Desain.................................................................................. 8. 2.1.3. Tipografi ........................................................................................ 13. 2.1.4. Grid ................................................................................................ 17. 2.1.5. Ilustrasi .......................................................................................... 19. 2.1.6. Fotografi......................................................................................... 23. 2.1.7. Videografi ...................................................................................... 29. Promosi.................................................................................................. 36 2.2.1. Jenis-jenis Promosi ....................................................................... 36. 2.2.2. Tujuan Promosi............................................................................. 37. 2.2.3. Strategi Promosi ............................................................................ 38. 2.2.4. Jenis Media Promosi ..................................................................... 39 ix. Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(19) 2.2.5. Copywriting ................................................................................... 40. 2.2.6. Pendekatan Pesan ......................................................................... 41. 2.2.7. Tahapan Promosi .......................................................................... 51. Bikestop Indonesia ............................................................................... 52 BAB III METODOLOGI PENELITIAN ........................................................ 53 3.1. Metode Pengumpulan Data ................................................................. 53. 3.1.1. Wawancara .................................................................................... 53. 3.1.2. Kuisioner........................................................................................ 55. 3.1.3. Observasi........................................................................................ 59. 3.1.4. Studi Eksisting............................................................................... 63. 3.1.5. Analisis SWOT .............................................................................. 67. 3.1.6. Studi Referensi .............................................................................. 67. 3.2. Metode Perancangan............................................................................ 70. 3.2.1. Orientasi......................................................................................... 70. 3.2.2. Analisis ........................................................................................... 71. 3.2.3. Konsep Visual ................................................................................ 71. 3.2.4. Desain ............................................................................................. 71. 3.2.5. Implementasi ................................................................................. 71. BAB IV STRATEGI & ANALISIS PERANCANGAN.................................. 72 4.1. Strategi Perancangan ........................................................................... 72. 4.1.1. Orientasi......................................................................................... 72. 4.1.2. Analisis ........................................................................................... 74. 4.1.3. Konsep............................................................................................ 79. 4.1.4. Desain ............................................................................................. 83. 4.1.5. Implementasi ............................................................................... 121. 4.2. Analisis Perancangan ......................................................................... 129. 4.2.1. Analisis Tahap Attention............................................................. 129. 4.2.2. Analisis Tahap Interest ............................................................... 134. 4.2.3. Analisis Tahap Search ................................................................ 137. 4.2.4. Analisis Tahap Action ................................................................. 140. 4.2.5. Analisis Tahap Share .................................................................. 141. 4.3. Budgeting ............................................................................................ 143 x Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(20) BAB V PENUTUP ............................................................................................ 145 5.1. Kesimpulan ......................................................................................... 145. 5.2. Saran .................................................................................................... 146. DAFTAR PUSTAKA ......................................................................................... xiii LAMPIRAN ........................................................................................................ xvi. xi Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(21) DAFTAR TABEL Tabel 4. 1 Tabel Orientasi Masalah ...................................................................... 73 Tabel 4. 2 Analisis Creative Brief ......................................................................... 75 Tabel 4. 3 Media Planning AISAS........................................................................ 76 Tabel 4. 4 Tabel perencanaan budgeting............................................................. 144. xii Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(22) DAFTAR GAMBAR Gambar 2. 1 Garis ................................................................................................... 6 Gambar 2. 2 Bentuk ................................................................................................ 6 Gambar 2. 3 Warna ................................................................................................. 7 Gambar 2. 4 Tekstur................................................................................................ 8 Gambar 2. 5 Aspek Rasio ....................................................................................... 9 Gambar 2. 6 Keseimbangan .................................................................................... 9 Gambar 2. 7 Similarity .......................................................................................... 11 Gambar 2. 8 Proximity .......................................................................................... 11 Gambar 2. 9 Continuity ......................................................................................... 12 Gambar 2. 10 Closure ........................................................................................... 12 Gambar 2. 11 Common Fate ................................................................................. 12 Gambar 2. 12 Continuing Line .............................................................................. 13 Gambar 2. 13 Klasifikasi Tipografi ...................................................................... 13 Gambar 2. 14 Tipografi Old Stlye ......................................................................... 14 Gambar 2. 15 Tipografi Transitional .................................................................... 14 Gambar 2. 16 Tipografi Modern ........................................................................... 15 Gambar 2. 17 Tipografi Slab Serif ........................................................................ 15 Gambar 2. 18 Tipografi Sans Serif........................................................................ 15 Gambar 2. 19 Tipografi Blackletter ...................................................................... 16 Gambar 2. 20 Tipografi Script .............................................................................. 16 Gambar 2. 21 Tipografi Display ........................................................................... 16 Gambar 2. 22 Grid ................................................................................................ 17 Gambar 2. 23 Single-Column Grid ....................................................................... 17 Gambar 2. 24 Multicolumn Grid ........................................................................... 18 Gambar 2. 25 Modular Grid ................................................................................. 19 Gambar 2. 26 Peran Ilustrasi: Dokumentasi, referensi, dan instruksi ................... 20 Gambar 2. 27 Peran Ilustrasi: Komentar ............................................................... 20 Gambar 2. 28 Peran Ilustrasi: Bercerita ................................................................ 21 Gambar 2. 29 Peran Ilustasi: Persuasi ................................................................... 22 Gambar 2. 30 Peran Ilustrasi: Identitas ................................................................. 22 Gambar 2. 31 Jenis-jenis angle ............................................................................. 23 Gambar 2. 32 Eye level ......................................................................................... 24 Gambar 2. 33 Low Angle ...................................................................................... 24 Gambar 2. 34 High Angle ..................................................................................... 25 Gambar 2. 35 Bird eye view ................................................................................. 25 Gambar 2. 36 Frog eye view ................................................................................. 26 Gambar 2. 37 Leading Lines ................................................................................. 27 Gambar 2. 38 Rule of Thirds ................................................................................. 27 Gambar 2. 39 Negative Space ............................................................................... 28 Gambar 2. 40 Horizon Line................................................................................... 28 Gambar 2. 41 Symmetry and Patterns .................................................................. 29 xiii Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(23) Gambar 2. 42 Videografer..................................................................................... 30 Gambar 2. 43 Establishing Shot ............................................................................ 30 Gambar 2. 44 Extreme wide shot .......................................................................... 31 Gambar 2. 45 Wide shot........................................................................................ 31 Gambar 2. 46 Full shot .......................................................................................... 32 Gambar 2. 47 Medium shot................................................................................... 32 Gambar 2. 48 Medium Close Up .......................................................................... 33 Gambar 2. 49 Close up .......................................................................................... 33 Gambar 2. 50 Extreme close up ............................................................................ 34 Gambar 2. 51 Over shoulder shot ......................................................................... 34 Gambar 2. 52 Point of view .................................................................................. 35 Gambar 2. 53 Cutaway.......................................................................................... 35 Gambar 2. 54 Group shot ...................................................................................... 36 Gambar 2. 55 Media ATL: Billboard ................................................................... 39 Gambar 2. 56 Media BTL: Merchandise .............................................................. 40 Gambar 2. 57 Media TTL: Media Sosial .............................................................. 40 Gambar 2. 58 Demonstration ................................................................................ 41 Gambar 2. 59 Comparison .................................................................................... 42 Gambar 2. 60 Spokesperson .................................................................................. 42 Gambar 2. 61 Brand Icon ...................................................................................... 43 Gambar 2. 62 Endorsement ................................................................................... 43 Gambar 2. 63 Testimonial ..................................................................................... 44 Gambar 2. 64 Problem/Solution............................................................................ 44 Gambar 2. 65 Slice of Life ..................................................................................... 45 Gambar 2. 66 Storytelling ..................................................................................... 45 Gambar 2. 67 Cartoon .......................................................................................... 46 Gambar 2. 68 Musical ........................................................................................... 46 Gambar 2. 69 Adoption ......................................................................................... 47 Gambar 2. 70 Documentary .................................................................................. 48 Gambar 2. 71 Mockumentary ................................................................................ 48 Gambar 2. 72 Montage.......................................................................................... 49 Gambar 2. 73 Animation ....................................................................................... 49 Gambar 2. 74 Pod-busters .................................................................................... 50 Gambar 2. 75 Entertainment ................................................................................. 50 Gambar 2. 76 Tahapan AISAS.............................................................................. 51 Gambar 3. 1 Dokumentasi wawancara pemilik Bikestop ..................................... 55 Gambar 3. 2 Rumus Slovin ................................................................................... 56 Gambar 3. 3 Hasil kuisioner: Tujuan bersepeda ................................................... 57 Gambar 3. 4 Hasil kuisioner: Mengetahui Bikestop ............................................. 57 Gambar 3. 5 Hasil Kuisioner: Ketertarikan terhadap Bikestop............................. 58 Gambar 3. 6 Hasil kuisioner: Rekomendasi ke kerabat ........................................ 58 Gambar 3. 7 Observasi: Bagian depan Bikestop ................................................... 59 xiv Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(24) Gambar 3. 8 Observasi: Daftar harga .................................................................... 60 Gambar 3. 9 Observasi: Lantai 1........................................................................... 60 Gambar 3. 10 Observasi: Lantai 2......................................................................... 61 Gambar 3. 11 Observasi: Bagian luar saat weekend ............................................. 61 Gambar 3. 12 Observasi: Aktivitas promosi Bikestop .......................................... 62 Gambar 3. 13 Logo Spinwarriors .......................................................................... 63 Gambar 3. 14 Media promosi Spinwarriors: Instagram ........................................ 64 Gambar 3. 15 Media Promosi Spinwarriors: Website .......................................... 64 Gambar 3. 16 Logo Charlie Bike Shop ................................................................. 65 Gambar 3. 17 Konten Instagram Charlie Bike Shop............................................. 65 Gambar 3. 18 Website Charlie Bike Shop ............................................................ 66 Gambar 3. 19 Katalog online Charlie Bike Shop.................................................. 66 Gambar 3. 20 Scene video iklan Unsung Hero ..................................................... 68 Gambar 3. 21 Scene video iklan Restaurant Food ................................................ 69 Gambar 3. 22 Scene video Iklan Nike Running Shoes ......................................... 70 Gambar 4. 1 Perencanaan media ........................................................................... 78 Gambar 4. 2 Skema customer journey .................................................................. 79 Gambar 4. 3 Proses Mindmapping ........................................................................ 80 Gambar 4. 4 Proses Brainstorming ....................................................................... 81 Gambar 4. 5 Proses perumusan big idea ............................................................... 81 Gambar 4. 6 Proses perumusan big idea dan konsep ............................................ 83 Gambar 4. 7 Storyline ........................................................................................... 84 Gambar 4. 8 Storyboard ........................................................................................ 85 Gambar 4. 9 Cuplikan hasil shooting video .......................................................... 86 Gambar 4. 10 Stok video Pexels ........................................................................... 86 Gambar 4. 11 Hasil video editing tone warna ....................................................... 88 Gambar 4. 12 Proses editing color grading ........................................................... 87 Gambar 4. 13 Proses sound editing & ending ....................................................... 88 Gambar 4. 14 Typeface Montserrat pada video .................................................... 89 Gambar 4. 15 Elemen bumper pada ending video ................................................ 89 Gambar 4. 16 Bentuk 12 Column grid .................................................................. 90 Gambar 4. 17 Pemilihan typeface dalam karya .................................................... 91 Gambar 4. 18 Low fidelity website dalam grid..................................................... 91 Gambar 4. 19 Color palette dalam website ........................................................... 92 Gambar 4. 20 Proses stilasi ikon ........................................................................... 92 Gambar 4. 21 Prototyping website dalam figma ................................................... 93 Gambar 4. 22 Proses stilasi ikon ........................................................................... 93 Gambar 4. 23 Sketsa alternatif key visual............................................................. 94 Gambar 4. 24 Bentuk modular grid yang digunakan dalam perancangan ............ 95 Gambar 4. 25 Aset visual kolase ........................................................................... 95 Gambar 4. 26 Hasil editing foto background ........................................................ 96 Gambar 4. 27 Hasil editing foto sepeda ................................................................ 96 xv Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(25) Gambar 4. 28 Hasil digital imaging visual ........................................................... 97 Gambar 4. 29 Hasil color grading ......................................................................... 97 Gambar 4. 30 Pemilihan typeface ......................................................................... 98 Gambar 4. 31 Penerapan elemen visual dalam grid .............................................. 98 Gambar 4. 32 Grid pada artwork billboard ........................................................... 99 Gambar 4. 33 Grid & artwork untuk billboard ................................................... 100 Gambar 4. 34 Grid pada artwork transit ads ....................................................... 101 Gambar 4. 35 Final artwork billboard ................................................................. 101 Gambar 4. 36 Grid pada artwork umbul-umbul .................................................. 102 Gambar 4. 37 Grid & artwork untuk bus transit ads ........................................... 102 Gambar 4. 38 Grid & artwork umbul-umbul ...................................................... 103 Gambar 4. 39 Grid & artwork pada Instagram ads ............................................ 104 Gambar 4. 40 Grid pada artwork Instagram........................................................ 104 Gambar 4. 41 Grid pada Instagram feeds............................................................ 105 Gambar 4. 42 Aset foto untuk feeds Instagram ................................................... 105 Gambar 4. 43 Grid dan artwork Intsagram feeds ................................................ 106 Gambar 4. 44 Grid pada website banner ads....................................................... 107 Gambar 4. 45 Final artwork scene video Youtube .............................................. 107 Gambar 4. 46 Grid dan artwork pada web banner ads ........................................ 108 Gambar 4. 47 Pemilihan warna untuk background feeds Instagram .................. 109 Gambar 4. 48 Grid pada Instagram feeds............................................................ 109 Gambar 4. 49 Elemem visual pada Instagram feeds ........................................... 110 Gambar 4. 50 Grid dan artwork pada Instagram feeds ....................................... 110 Gambar 4. 51 Grid pada Facebook ads ............................................................... 111 Gambar 4. 52 Grid dan artwork Facebook ads ................................................... 111 Gambar 4. 53 Grid pada Tokopedia banner ........................................................ 112 Gambar 4. 54 Referensi aset perancangan ilustrasi ikon .................................... 113 Gambar 4. 55 Hasil stilasi ikon ........................................................................... 113 Gambar 4. 56 Final artwork ikon ........................................................................ 113 Gambar 4. 57 Background banner Tokopedia .................................................... 114 Gambar 4. 58 Grid dan artwork banner Tokopedia ............................................ 114 Gambar 4. 59 Grid dan artwork pada instagram feeds........................................ 115 Gambar 4. 60 Final artwork profile Instagram.................................................... 116 Gambar 4. 61 Grid pada poster ........................................................................... 117 Gambar 4. 62 Proses perancangan dalam grid dan final artwork ....................... 118 Gambar 4. 63 Grid pada story Instagram ............................................................ 119 Gambar 4. 64 Aset visual untuk background dalam grid .................................... 119 Gambar 4. 65 Grid dan artwork pada Instagram story ........................................ 120 Gambar 4. 66 Referensi aset dan hasil stilasi ...................................................... 121 Gambar 4. 67 Grid dan artwork paperbag........................................................... 121 Gambar 4. 68 Mockup pada billboard ................................................................ 122 Gambar 4. 69 Mockup pada bus ......................................................................... 122 Gambar 4. 70 Mockup pada umbul-umbul ......................................................... 123 xvi Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(26) Gambar 4. 71 Mockup Instagram Ads ................................................................ 123 Gambar 4. 72 Mockup Youtube ads ................................................................... 124 Gambar 4. 73 Mockup penempatan web banner ads .......................................... 125 Gambar 4. 74 Mockup penempatan Facebook ads ............................................. 125 Gambar 4. 75 Mockup konten instagram feeds .................................................. 126 Gambar 4. 76 Mockup pada website ................................................................... 127 Gambar 4. 77 Mockup pada banner Tokopedia .................................................. 127 Gambar 4. 78 Mockup pada poster cetak ............................................................ 128 Gambar 4. 79 Mockup paperbag ......................................................................... 128 Gambar 4. 80 Mockup pada Instagram story ...................................................... 129 Gambar 4. 81 Desain billboard pada tahap Attention ......................................... 130 Gambar 4. 82 Desain transit ads dalam bus ........................................................ 131 Gambar 4. 83 Desain umbul-umbul pada tahap Attention .................................. 132 Gambar 4. 84 Desain IG ads pada tahap Attention ............................................. 133 Gambar 4. 85 Desain YT ads pada tahap Interest ............................................... 135 Gambar 4. 86 Desain Facebook ads .................................................................... 136 Gambar 4. 87 Desain banner ads pada tahap Interest ......................................... 137 Gambar 4. 88 Desain website pada tahap Search ............................................... 138 Gambar 4. 89 Desain banner Tokopedia ............................................................. 139 Gambar 4. 90 Desain feeds pada profile Instagram ............................................ 140 Gambar 4. 91 Desain poster pada tahap Action .................................................. 141 Gambar 4. 92 Desain Instagram story pada tahap Share .................................... 142 Gambar 4. 93 Desain paperbag dalam tahap Share............................................. 143. xvii Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(27) DAFTAR LAMPIRAN Lampiran A Tabel Asistensi................................................................................. xvi Lampiran B Transkrip Wawancara .................................................................... xviii Lampiran C Transkrip Wawancara ................................................................... xxvii Lampiran D Hasil Kuisioner ............................................................................. xxxii Lampiran E Sumber Gambar Dalam Perancangan ............................................. xliii Lampiran F Hasil Pengecekan Turnitin .............................................................. xliv. xviii Perancangan Promosi Bikestop…, Defita Mutiara, Universitas Multimedia Nusantara.

(28)