Perancangan Media Promosi Brand “Raishin Apparel” untuk Memperluas Target Pasar
DOI:
https://doi.org/10.17977/um064v1i122021p1747-1764Keywords:
Media Promosi, Design Thinking, Media Promosi OnlineAbstract
Abstract: Raishin Apparel is a new brand in the field of fashion or clothing with the theme of acculturating Indonesian culture with Japanese culture, which has a specific target market that greatly affects sales power, with this problem an effective promotional media is needed to solve the problem. The selection and use of effective promotional media and promotional content can influence the previously specific target market to become general or broader so that it has a positive impact on sales. Therefore, online promotion media was chosen because it has a broad reach, is easily accessible, and has many options in delivering promotional content. With the choice of online promotion media, this design uses the Design Thinking method by David Kelley and Tim Brown which consists of five stages namely Empathize, Define, Ideate, Prototype, and Test by considering online technology factors, and interactions with potential consumers so as to produce promotional media that aims to expand the target market, highlight product characteristics, and strengthen brand awareness, thereby helping to increase sales and brand recognition of Raishin Apparel.
Keyword: promotion media; design thinking; online promotion media
Abstrak: Raishin Apparel merupakan brand baru dibidang fesyen atau pakaian yang mengangkat tema akulturasi budaya Indonesia dengan budaya jepang, yang memiliki target pasar yang spesifik sehingga sangat mempengaruhi daya penjualan, dengan permasalahan tersebut media promosi yang efektif dibutuhkan untuk menyelesaikan masalah tersebut. Pemilihan dan penggunaan media promosi dan konten promosi yang efektif dapat mempengaruhi target pasar yang sebelumnya spesifik menjadi umum atau lebih luas sehingga berdampak positif dalam penjualan. Oleh sebab itu media promosi online dipilih karena memiliki jangkauan yang luas, mudah diakses, dan memiliki banyak pilihan dalam menyampaikan konten promosi. Dengan dipilihanya media promosi online maka perancangan ini menggunakan metode Design Thinking oleh David Kelley dan Tim Brown yang terdiri dari lima tahapan yakni Empathize, Define, Ideate, Prototype, dan Test dengan mempertimbangkan faktor teknologi online, dan interaksi pada calon konsumen sehingga menghasilkan media promosi yang bertujuan untuk memperluas target pasar, menonjolkan ciri khas produk, dan memperkuat brand awereness, sehingga membantu meningkatkan penjualan dan brand recognition dari Raishin Apparel.
Kata kunci: media promosi; design thinking; media promosi online
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