Perancangan Video Iklan Transportasi Feeder Wira-Wiri Suroboyo Sebagai Media Pendukung Kegiatan Promosi

Baiti, Ifanny Nur (2024) Perancangan Video Iklan Transportasi Feeder Wira-Wiri Suroboyo Sebagai Media Pendukung Kegiatan Promosi. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Surabaya merupakan kota metropolitan yang memiliki jumlah penduduk yang padat.
Selain penduduk asli, banyak pendatang dengan berbagai kepentingan juga turut menambah
kepadatan jalanan di Kota Surabaya. Akibat dari kepadatan tersebut, jalan raya di Kota
Surabaya sering mengalami kemacetan. Untuk meningkatkan efisiensi jalanan, Pemerintah
Kota Surabaya dibantu oleh UPTD PTU (Unit Pelaksanaan Teknis Dinas Pengelolaan
Transportasi Umum) Kota Surabaya berupaya menggalakkan penggunaan transportasi umum
di kalangan masyarakat. Oleh karena itu, feeder Wira Wiri Suroboyo diciptakan untuk
mengakomodasi masyarakat hingga ke jalanan kecil Surabaya yang tidak terakses oleh
Suroboyo Bus. Guna menarik perhatian masyarakat untuk lebih mengenal feeder Wira Wiri
Suroboyo, UPTD PTU perlu memaksimalkan promosi mereka. Penelitian ini merupakan
gabungan dari penelitian kualitatif dan kuantitatif dengan metode observasi partisipatif,
wawancara mendalam, studi literatur, kuesioner, dan studi eksperimental. Dari metode
observasi partisipatif dan wawancara mendalam, diperoleh wawasan tentang perilaku dan
kebutuhan pengguna. Studi literatur memberikan landasan teoritis, sementara kuesioner
mengumpulkan data kuantitatif mengenai persepsi masyarakat. Studi eksperimental
memungkinkan pengujian konsep iklan yang dirancang. Dari berbagai upaya promosi yang
dilakukan, UPTD PTU belum memiliki media promosi dalam bentuk video iklan. Oleh karena
itu, berdasarkan hasil penelitian, dihasilkan studi eksperimental berupa perancangan video iklan
feeder Wira Wiri Suroboyo dengan media pendukung berupa postingan Instagram dan desain
billboard. Output yang dihasilkan akan dibalut dengan gaya pop art dengan tema dasar
“Connect Easily, Towards Fun and Sustainable Transportation” karena gaya ini menarik
perhatian dan mudah dikenali oleh berbagai kalangan.
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Surabaya is a metropolitan city with a dense population. Besides the native residents,
many visitors with various purposes also contribute to the congestion on Surabaya's streets. As
a result of this congestion, the roads in Surabaya often experience traffic jams. To improve road
efficiency, the Surabaya City Government, assisted by UPTD PTU (Technical Implementation
Unit of Public Transportation Management) of Surabaya, is striving to promote the use of public
transportation among the community. Therefore, the Wira Wiri Suroboyo feeder was created to
accommodate the community even in the small streets of Surabaya that are not accessible by
Suroboyo Bus. To attract the public's attention and to make them more familiar with the Wira
Wiri Suroboyo feeder, UPTD PTU needs to maximize its promotion. This research combines
qualitative and quantitative studies using methods such as participatory observation, in-depth
interviews, literature review, questionnaires, and experimental studies. From participatory
observation and in-depth interviews, insights into user behavior and needs were obtained. The
literature review provided a theoretical foundation, while the questionnaires collected
quantitative data regarding public perception. Experimental studies allowed for testing of the
designed advertisement concepts. Despite various promotional efforts, UPTD PTU has not yet
used video advertisements. Therefore, based on the research findings, an experimental study
was conducted to design a video advertisement for the Wira Wiri Suroboyo feeder, supported
by Instagram posts and billboard designs. The output will be styled in pop art with the theme
"Connect Easily, Towards Fun and Sustainable Transportation" because this style attracts
attention and is easily recognizable by various groups.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Video Iklan, Transportasi Umum, Wira Wiri Suroboyo, Pop Art, Advertising Video, Public Transportation.
Subjects:	H Social Sciences > HF Commerce > HF5549.5.P7 Promotions.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Ifanny Nur Baiti
Date Deposited:	08 Aug 2024 01:56
Last Modified:	08 Aug 2024 01:56
URI:	http://repository.its.ac.id/id/eprint/111290

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