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PERANCANGAN PROMOSI

WISATA AIR TERJUN PARANG IJO

MELALUI MEDIA 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:

Fajri Digit S

C0709037

PROGRAM STUDI DESAIN KOMUNIKASI VISUAL

FAKULTAS SENI RUPA DAN DESAIN

UNIVERSITAS SEBELAS MARET

SURAKARTA

2015


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PERANCANGAN PROMOSI WISATA AIR TERJUN

PARANG IJO MELALUI MEDIA KOMUNIKASI VISUAL

Fajri Digit S1

Drs. Putut Handoko Pramono M.Si 2, Ercilia Rini Octavia S.Sn M.Sn

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ABSTRAK

Fajri Digit S, 2015. Konsep Tugas Akhir ini berjudul “Perancangan Promosi

Wisata Air Terjun Parang Ijo Melalui Media Komunikasi Visual”. Aktifitas rutin

dapat menimbulkan suatu kejenuhan pada diri manusia. Salah satu kegiatan yang

dilakukan untuk menghilangkan kejenuhan itu adalah rekreasi. Objek wisata Air

Terjun Parang Ijo dapat menjadi pilihan alternatif untuk berekreasi sehingga dapat

menghilangkan kejenuhan. Air Terjun Parang Ijo memiliki pemandangan alam yang

indah, asri dan sejuk. Walaupun memiliki pemandangan alam dan air terjun yang

indah, promosi yang dilakukan oleh pengelola belum optimal, sehingga masyarakat

di sekitar masih belum mengetahui keberadaan objek wisata Air Terjun Parang Ijo.

Berawal dari permasalahan tersebut, dipandang perlu untuk membuat perancangan

promosi di wisata Air Terjun Parang Ijo melalui media komunikasi visual, supaya

promosi yang akan dibuat nantinya tepat sasaran, efektif, dan masyarakat sekitar

mengetahui keberadaan objek wisata Air Terjun Parang Ijo.

Perancangan promosi Wisata Air Terjun Parang Ijo ini menggunakan

pendekatan metode penelitian kualitatif deskriptif yang dideskripsikan secara rinci

dan mendalam baik kondisi maupun proses. Desain sebagai output atau hasil dalam

strategi perancangan komunikasi visual ini mengggunakan tiga strategi perancangan

yaitu : stategi visual, stategi media dan stategi kreatif. Sehingga Parang Ijo

mendapatkan awareness dari target audience dan konsumen selalu teringat dengan

Parang Ijo.

_______________________ 1 Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C0709037

2 Dosen Pembimbing I

3 Dosen Pembimbing II


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PROMOTION DESIGNING of PARANG IJO WATERFALL

THROUGH MEDIA VISUAL COMMUNICATIONS

Fajri Digit S1

Drs. Putut Handoko Pramono M.Si 2, Ercilia Rini Octavia S.Sn M.Sn

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ABSTRACT Fajri Digit S, 2015. This thesis entitled "Promotion Designing Of Parang Ijo

Waterfall Through Media Visual Communications". Routine activities can cause

boredom in humans. Waterfall can be an alternative recreation which is it can

eliminate the boredom itself. ParangIjo waterfall has beautiful natural scenery, fresh,

and also cool. Despite having natural scenery and beautiful waterfalls, the promotion

is not optimal so the people around this waterfall didn’t know about the existence of

this object. Starting from this problem, it is necessary to make a promotion of design

for ParangIjo waterfall through media visual communications so the promotion will

be effective and having appropriate aim.

The design of this promotion is using qualitative descriptive approach which

is described in details and depth from the condition to process. The output of this

design using three strategies, they are: visual strategy, media strategy and creative

strategy so ParangIjo waterfall will be get awareness from target audience and the

consumer will always remember ParangIjo.

_______________________

1 Student of Visual Communication Design Department with NIM C0709037

2 Supervisor I

3 Supervisor II


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MOTTO

“ Yesterday is today’s memory

And tomorrow is today’s dream”

-Fajri Digit S-


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PERSEMBAHAN

Tugas Akhir ini kupersembahkan kepada:

Ibu, Ayah dan adik yang senantiasa memberikan kasih sayang dan segala dukungan

Keluarga besar Markum yang selalu memberi semangat dan doa yang tulus

Sofi Hanifati Afifah yang selalu bersama dalam suka dan duka

Teman-teman tercinta yang dengan ikhlas memberikan bantuan.


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KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa yang telah

memberikan rahmat serta penyertaan hingga penulis dapat menyelesaikan

penyusunan Konsep Karya Tugas Akhir, yang merupakan salah satu syarat untuk

mencapai gelar Sarjana Seni Rupa Universitas Sebelas Maret Surakarta.

Dengan bantuan, bimbingan, serta arahan dari berbagai pihak, maka penulis

Konsep Karya Tugas Akhir dengan judul PERANCANGAN PROMOSI WISATA

AIR TERJUN PARANG IJO MELALUI MEDIA KOMUNIKASI ini dapat

terselesaikan dengan baik. Untuk itu penulis ingin menyampaikan rasa terima kasih

kepada :

1. Drs. Ahmad Adib M.Hum., Ph.D. selaku Dekan Fakultas Seni Rupa dan Desain

2. Dr. Deny Tri Ardianto, S.Sn., Dipl. Art. selaku ketua jurusan Desain Komunikasi

Visual

3. Drs. Putut Handoko Pramono M.Si selaku Pembimbing Tugas Akhir I

4. Ercilia Rini Octavia S.Sn M.Sn selaku Pembimbing Tugas Akhir II

5. Sukoarjo, selaku pengelola Wisata Air Terjun Parang Ijo

6. Bapak dan ibu dosen serta staf karyawan Desain Komunikasi Visual

Penulis menyadari bahwa dalam penyusunan Konsep Karya Tugas Akhir ini

masih jauh dari sempurna, karena keterbatasan penulis dalam berbagai hal. Oleh


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karena itu, saran dan kritik yang sifatnya membangun sangat penulis harapkan dari

pembaca.

Akhir kata penulis mengucapkan terima kasih dan berharap semoga Konsep

Karya Tugas Akhir ini dapat bermanfaat serta menambah wawasan bagi pembaca.

Surakarta, 11 Mei 2015

Penulis,

Fajri Digit Sholekhawan

NIM. C0709037


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DAFTAR ISI

HALAMAN JUDUL ........................................................................................ i

LEMBAR PERSETUJUAN............................................................................ ii

LEMBAR PENGESAHAN ............................................................................ iii

ABSTRAK ....................................................................................................... iv

ABSTRACK ...................................................................................................... v

HALAMAN MOTO......................................................................................... vi

HALAMAN PERSEMBAHAN....................................................................... vii

KATA PENGANTAR ..................................................................................... viii

DAFTAR ISI .................................................................................................... x

DAFTAR GAMBAR ....................................................................................... xiv

DAFTAR TABEL ............................................................................................ xvi

DAFTAR DIAGRAM ...................................................................................... xvii

BAB I PENDAHULUAN ............................................................................... 1

A. Latar Belakang Permasalahan ........................................................ 1

B. Rumusan Masalah .......................................................................... 3

C. Tujuan Perancangan ....................................................................... 3

D. Metode Penelitian........................................................................... 4

BAB II KAJIAN TEORI ............................................................................... 9

A. Tinjauan Perancangan .......................................................................... 9

B. Tinjauan Promosi ................................................................................. 9

1. Pengertian Promosi ....................................................................... 9

2. Tujuan Promosi .............................................................................. 11

3. Media promosi ............................................................................... 12

C. Komunikasi Visual sebagai Media Promosi ........................................ 13

1. Pengertian Komunikasi .................................................................. 13

2. Pengertian Visual ........................................................................... 14


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3. Pengertian Komunikasi Visual sebagai Media Promosi ................ 14

D. Strategi komunikasi Visual .................................................................. 15

1. Strategi Kreatif ............................................................................... 15

2. Strategi Visual ................................................................................ 18

E. Tinjauan tentang Remaja sebagai Target Audience ............................. 26

1. Definisi Remaja .............................................................................. 26

2. Perkembangan Remaja ................................................................... 27

3. Remaja dibagi menjadi tiga fase .................................................... 29

BAB III IDENTIFIKASI DATA .................................................................. 32

A. Identifikasi Data Objek ........................................................................ 32

1. Kabupaten Karanganyar ................................................................. 32

2. Parang Ijo ....................................................................................... 47

B. Instansi penjalin kerja sama ................................................................. 55

C. Kompetitor ........................................................................................... 58

1. Objek wisataAir Terjun Jumog ...................................................... 58

2. Objek wisata Grojogan Sewu ......................................................... 64

D. Analisis SWOT .................................................................................... 70

E. USP (Unique, Selling, Prepotition) ..................................................... 71

F. Kuesioner ............................................................................................. 72

BAB IV KONSEP PEMIKIRAN DESAIN .................................................. 77

A. Metode Perancangan ............................................................................ 77

B. Strategi Kreatif ..................................................................................... 79

C. Target Audience dan Target Market .................................................... 80

D. StrategiVisual ....................................................................................... 81

1. Pesan Verbal..................................................................................... 81

2. Pesan Non Verbal ............................................................................. 82

E. Teknik Pelaksanaan .............................................................................. 92

1. Logo ............................................................................................... 92

2. Media Lini Bawah ( Below the Line Media ) ................................. 92


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a. Stationary ................................................................................. 92

1) Kartu Nama ........................................................................ 92

2) Kop Surat ........................................................................... 93

3) Amplop ............................................................................... 94

4) Id Card ............................................................................... 94

b. T-shirt ....................................................................................... 95

c. Jam dinding .............................................................................. 96

d. Cutting Stiker ........................................................................... 96

e. X – Banner................................................................................ 97

f. Mug .......................................................................................... 98

g. Pin ............................................................................................ 98

h. Leaflet ....................................................................................... 99

i. Gantungan Kunci ..................................................................... 100

j. Poster ........................................................................................ 100

k. Tiket Masuk ............................................................................. 101

l. Karcis Parkir............................................................................. 102

m. Trafic add ................................................................................. 102

n. Sign add .................................................................................... 103

o. Name Board ............................................................................. 104

p. Car Branding ........................................................................... 104

3. Media Lini Atas ( Above the Line Media ) ..................................... 105

a. Baliho ....................................................................................... 105

b. Spanduk .................................................................................... 106

c. Umbul-umbul ........................................................................... 106

d. Fans Page (facebook) .............................................................. 107

F. Perkiraan Biaya .................................................................................... 107

BAB V VISUALISASI KARYA ................................................................... 109

A. Media Lini Bawah ................................................................................ 109

1. Stationary ....................................................................................... 109


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a) Kop Surat ................................................................................. 109

b) Kartu Nama .............................................................................. 110

c) Amplop ..................................................................................... 111

d) Id Card .................................................................................... 112

2. T-shirt ............................................................................................ 113

3. Jam Dinding ................................................................................... 114

4. Cutting Stiker ................................................................................. 115

5. X – Banner...................................................................................... 116

6. Pin .................................................................................................. 117

7. Mug ................................................................................................ 118

8. Leaflet ............................................................................................. 119

9. Gantungan Kunci ........................................................................... 120

10. Poster .............................................................................................. 121

11. Tiket masuk .................................................................................... 122

12. Karcis parkir .................................................................................. 123

13. Traffic add ...................................................................................... 124

14. Sign add .......................................................................................... 125

15. Name board .................................................................................... 126

16. Car branding .................................................................................. 127

B. Media Lini Atas ( Above the Line Media ) ........................................... 128

1. Baliho ............................................................................................. 128

2. Spanduk .......................................................................................... 129

3. Umbul – umbul .............................................................................. 130

4. Fans Page ( Facebook ) ................................................................. 131

BAB VI PENUTUP ........................................................................................ 132

A. Kesimpulan .......................................................................................... 132

B. Saran ..................................................................................................... 133

DAFTAR PUSTAKA ..................................................................................... 134

LAMPIRAN .................................................................................................... 135


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DAFTAR GAMBAR

Gambar 2.1 Layout Axial ................................................................................. 23

Gambar 2.2 Layout Group ............................................................................... 23

Gambar 2.3 Layout Grid .................................................................................. 24

Gambar 3.1 Peta Karanganyar ......................................................................... 38

Gambar 3.2 Logo Karanganyar ........................................................................ 40

Gambar 3.3 Tiket Masuk Parang Ijo ................................................................ 49

Gambar 3.4 Karcis parker Parang Ijo ............................................................... 49

Gambar 3.5 Loket masuk Parang Ijo................................................................ 50

Gambar 3.6 Agrowisata ................................................................................... 51

Gambar 3.7 Flying Fox .................................................................................... 51

Gambar 3.8 Kampung air ................................................................................. 52

Gambar 3.9 Dinding mata air ........................................................................... 52

Gambar 3.10 Air terjun .................................................................................... 53

Gambar 3.11 Kolam renang ............................................................................. 53

Gambar 3.12 Dewi Saraswati ........................................................................... 54

Gambar 3.13 Kedai Makanan .......................................................................... 54

Gambar 3.14 Logo Karanganyar ...................................................................... 55

Gambar 3.15 Air terjun Jumog......................................................................... 58

Gambar 3.16 Tiket masuk air terjun Jumog ..................................................... 60

Gambar 3.17 Sign pintu masuk air terjun Jumog ............................................. 61

Gambar 3.18 Sign pintu masuk tangga air terjun Jumog ................................. 62

Gambar 3.19 Sungai dari air terjun Jumog ...................................................... 62

Gambar 3.20 Kolam renang di air terjun Jumog .............................................. 63

Gambar 3.21 Sign kamar mandi dan tangga menuju air terjun Jumog ............ 63

Gambar 3.22 Taman air di air terjun Jumog .................................................... 64

Gambar 3.23 Gerojogan sewu .......................................................................... 64

Gambar 3.24 Tiket masuk Gerojogan Sewu .................................................... 66


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Gambar 3.25 Jembatan menuju Gerojogan Sewu ............................................ 67

Gambar 3.26 Sign selamat dating Gerojogan Sewu......................................... 67

Gambar 3.27 Loket masuk Gerojogan Sewu ................................................... 68

Gambar 3.28 Sign memasuki anak tangga Gerojogan Sewu ........................... 68

Gambar 3.29 Anak tangga Gerojogan Sewu .................................................... 69

Gambar 3.30 Fasilitas kuda di Gerojogan Sewu .............................................. 69

Gambar 4.1 Logo Parang Ijo ............................................................................ 89

Gambar 4.2 Grid Logo Parang Ijo.................................................................... 89

Gambar 4.3 Colour Guide Logo Parang Ijo ..................................................... 90

Gambar 4.4 Configuration Logo Parang Ijo .................................................... 90

Gambar 4.5 Scale Logo Parang Ijo .................................................................. 91


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DAFTAR TABEL

Tabel 1.1 Kerangka pemikiran konsep............................................................. 4

Tabel 3.1 Struktur Organisasi .......................................................................... 56

Tabel 3.2 Analisis SWOT ................................................................................. 70

Tabel 4.1 Perkiraan biaya promosi Parang Ijo ................................................. 108


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DAFTAR DIAGRAM

Diagram 3.1 Jawaban kuesioner A................................................................... 72

Diagram 3.2 Jawaban kuesioner B ................................................................... 73

Diagram 3.3 Jawaban kuesioner C ................................................................... 74

Diagram 3.4 Jawaban kuesioner D................................................................... 74

Diagram 3.5 Jawaban kuesioner E ................................................................... 75

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