Perancangan Kampanye Minat dan Kesadaran Masyarakat untuk Berjalan Kaki sebagai Upaya Meningkatkan Walkability Kota Jakarta

Rouli, Evelyn Nathami (2024) Perancangan Kampanye Minat dan Kesadaran Masyarakat untuk Berjalan Kaki sebagai Upaya Meningkatkan Walkability Kota Jakarta. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Indonesia ditempatkan sebagai negara termalas berjalan kaki secara global dalam penelitian yang dilakukan Stanford University. Hal ini merupakan implikasi dari masalah tata kota dan pengembangan horizontal yang tidak ramah pejalan kaki di berbagai kota besar seperti Jakarta. ITDP Indonesia mencatat adanya perkembangan infrastruktur transit Kota Jakarta selama lima tahun terakhir, namun pemerataan jangkauan dan persepsi masyarakat terhadap berjalan kaki masih belum mendukung. Maka, untuk mendampingi perkembangan tersebut, diperlukan dorongan melalui kampanye agar menghasilkan perubahan yang efektif dan terintegrasi. Perancangan ini menggunakan penelitian kualitatif dan kuantitatif, dengan tahap awal survei premis untuk mendukung latar belakang masalah, studi literatur mengenai walkability dan tata kota sebagai subjek topik dan komunikasi pemasaran serta kampanye sebagai subjek desain, studi eksisting dan komparator sejenis, depth interview dengan pelaku kampanye lain dan stakeholderdan kuesioner pada target audiens untuk mengetahui pemahaman, persepsi, dan perilaku seputar topik. Kemudian data penelitian diolah dalam tahap studi eksperimental hingga menghasilkan big idea dan turunan strategi komunikasi, media, dan visual. Evaluasi dilakukan dengan stakeholder dan ahli bidang pada tahap wawancara ahli, kemudian user testing agar menguji efektivitas strategi pada audiens. Implementasi luaran media yaitu media luar ruangan, media sosial, konsep kegiatan komunitas, dan merchandise. Perancangan bertujuan agar membangun minat dan kesadaran berjalan kaki dan mengedukasi karakteristik serta pentingnya kota yang mendukung pejalan kaki. Diharapkan perancangan ini dapat mendukung terwujudnya visi kota yang ramah pejalan kaki, serta warganya yang dapat memilih untuk berjalan kaki, baik sebagai rekreasi maupun moda transportasi yang layak.
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Indonesia is ranked as the least active country globally for walking in a study conducted by Stanford University. This issue stems from urban planning and horizontal development problems that are not pedestrian-friendly found in major cities such as Jakarta. In the last five years, ITDP Indonesia noted the development of Jakarta's transit infrastructure, yet its distribution as well as public perception of walking are still lacking. Therefore, to accompany this development, encouragement through a campaign is necessary to bring about effective and integrated transformation. The campaign project uses both qualitative and quantitative research, with the initial stage being a premise survey to lend support for its background and problem statement, literature studies on walkability and urban planning as the topic as well as campaign and marketing communication as design subjects, existing studies and similar comparators, in-depth interviews with other campaign actors and stakeholder, and target audience questionnaire to understand their knowledge, perception, and behavior regarding the topic. Then, the research data is processed within the experimental studies to develop a big idea and derivative communication, media, and visual strategies for the campaign. Evaluation is conducted with stakeholders and experts in the field during expert interviews, followed by user testing to assess the effectiveness of the campaign design on the audience. The media outputs include out-of- home media, social media, community event concepts, and merchandise. The design aims to build a positive public interest and awareness of walking and educate on the characteristics and importance of walkability in cities. It is hoped that this campaign project can support the realization of the vision for walkable cities, and for more people to start walking, whether for recreational needs or as a viable mode of transportation.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kampanye, Minat dan Kesadaran, Berjalan Kaki, Walkability, Jakarta, Campaign, Interest and Awareness, Walking
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5843 Outdoor advertising. Billboards. Posters H Social Sciences > HT Communities. Classes. Races > HT133 City and Towns. Land use,urban H Social Sciences > HT Communities. Classes. Races > HT166 City Planning--Environmental aspects N Fine Arts > NE Print media
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Evelyn Nathami Rouli
Date Deposited:	15 Aug 2024 01:56
Last Modified:	15 Aug 2024 01:56
URI:	http://repository.its.ac.id/id/eprint/114406

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