Perancangan Media Pemasaran Berbasis Portofolio "Orasis Art Space" Sebagai Upaya Meningkatkan Visibilitas Layanan

Nugraha, Niroga Boma (2026) Perancangan Media Pemasaran Berbasis Portofolio "Orasis Art Space" Sebagai Upaya Meningkatkan Visibilitas Layanan. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk merancang media pemasaran berbasis portofolio Orasis Art Space sebagai upaya meningkatkan visibilitas layanan institusi seni di Surabaya. Latar belakang penelitian ini didasari oleh kondisi pasar seni global dan nasional yang mengalami penurunan nilai, sehingga menuntut institusi seni untuk melakukan adaptasi strategi pemasaran yang lebih efektif dan komunikatif. Sejak tahun 2022, Orasis Art Space telah melakukan transformasi visi dan misi serta diversifikasi layanan, meliputi brand collaboration, embassy partnership, dan exhibition management, yang memerlukan media pemasaran yang mampu mendokumentasikan sekaligus mempromosikan layanan secara komprehensif. Metode yang digunakan dalam penelitian ini adalah kualitatif dengan pendekatan design thinking yang mencakup tahap studi literatur, observasi eksisting, analisis kompetitor, eksperimen desain, wawancara mendalam, prototyping, dan user testing. Pendekatan ini digunakan untuk menghasilkan solusi desain yang relevan dengan kebutuhan institusi dan audiens. Hasil penelitian menunjukkan bahwa portofolio cetak dengan pendekatan visual eksperimental dan narasi editorial mampu berfungsi sebagai artefak institusional sekaligus media pemasaran yang imersif. Portofolio ini tidak hanya mendokumentasikan program Orasis Art Space periode 2022–2026, tetapi juga memperkuat identitas kuratorial, membangun koneksi emosional dengan audiens, serta meningkatkan kepercayaan publik terhadap layanan yang ditawarkan. Kesimpulan penelitian ini menegaskan bahwa portofolio cetak merupakan media pemasaran strategis yang relevan bagi institusi seni kontemporer. Media ini mampu menjawab tantangan pasar, meningkatkan visibilitas layanan, serta mendukung positioning Orasis Art Space sebagai ruang seni yang adaptif, komunikatif, dan berdaya saing.
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This research endeavors to develop a portfolio-based marketing medium for Orasis Art Space to enhance the visibility of arts institutions in Surabaya. This study is prompted by the declining value of both global and national art markets, necessitating arts institutions to adapt their marketing strategies to be more effective and communicative. Since 2022, Orasis Art Space has redefined its vision and mission and diversified its services, including brand collaboration, embassy partnerships, and exhibition management. This necessitates a marketing medium capable of comprehensively documenting and promoting its services. The study employed a qualitative methodology with a design thinking approach, incorporating a literature review, existing observations, competitor analysis, design experiments, in-depth interviews, prototyping, and user testing. This approach was utilized to generate design solutions pertinent to the needs of the institution and its target audience. The findings indicate that the printed portfolio, with its experimental visual approach and editorial narrative, can serve as both an institutional artifact and an immersive marketing medium. This portfolio documents Orasis Art Space's programs for the 2022–2026 period, strengthens its curatorial identity, fosters emotional connections with audiences, and enhances public trust in the services offered. The study's conclusions affirm that print portfolios are a relevant strategic marketing medium for contemporary art institutions. This medium can address market challenges, increase service visibility, and support Orasis Art Space's positioning as an adaptive, communicative, and competitive art space.

Item Type: Thesis (Other)
Uncontrolled Keywords: Portofolio, Orasis Art Space, Media Pemasaran, Visibilitas Layanan, Institusi Seni, Portfolio, Marketing Media, Service Visibility, Art Institution
Subjects: Z Bibliography. Library Science. Information Resources > Z116.A3 Book design.
Divisions: Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User: Niroga Boma Nugraha
Date Deposited: 24 Jul 2026 15:01
Last Modified: 24 Jul 2026 15:02
URI: http://repository.its.ac.id/id/eprint/137492

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