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61 DISAIN VISUAL DALAM PEMASARAN OTOMOTIF Studi Wahana, Volume 1 No 12., Ganjil, Tahun Akademik 2016/2017 DISAIN VISUAL DALAM PEMASARAN OTOMOTIF Studi Komunikasi Bisnis Prasetyo Adinugroho Universitas Persada Indonesia Y.A.I, Email: [email protected] Abstract This study aims to reveal, explain and analyze the visual design in automotive marketing and the desired image of the visual design. In addition, this study also describes and analyzes the layout, typography, and color visual design that illustrates excellence cars sold. The theory used in this research is the theory of imaging of the image Liliweri present (current image) is the image of an image to get a good impression gained from other people about the company or other matters relating to the products. This refers to the image to be conveyed to the public on the visual design has been designed by the company Mercedes Benz, Hyundai, and Mazda. This type of research is qualitative with the object of his research is the visual design of the company Mercedes Benz, Hyundai and Mazda. The informants in this study is Rahmadina Anggraini as Manager of Marketing PT. Mercedes Benz Indonesia, then Molly Munir as Manager of Marketing PT. Hyundai Mobil Indonesia and also Astrid Ariani Wijaya as Marketing Manager PT. Mazda Motor Indonesia. The results showed that in the manufacture of that product brochures displayed can give the image that we want to get positive results in the community. So we want to show the products in accordance with the character of the product, the product on the layout to be adjusted by the background color of the product with the product along with the tagline, headlines and company logo. However, it must include all the elements of aesthetics require that the products shown can be attractive for customers to buy its products. Keywords : Visual Design and Marketing Automotive Pendahuluan memecahkan fenomena bentuk, bahan, tekhnik, Disain visual dalam komunikasi pemasa- rupa, pemakaian dan fungsi guna yang dinyatakan ran, menarik untuk dikaji dan diteliti. Disain vi- dalam bentuk dan gambar. Semua itu diabadikan sual berkaitan dengan komunikasi grafis, mer- untuk memenuhi kebutuhan manusia1. upakan bidang profesi yang berkembang sangat Disain visual dalam pemasaran berperan pesat sejak revolusi industri (abad ke-19) saat langsung dalam membangun identitas perusahaan mana informasi melalui media cetak makin yang akan menginformasikan identitas organisa- luas digunakan dalam pemasaran jasa dan pro- sional. Identitas perusahaan merupakan ekspresi duk (iklan, kemasan), penerbitan (koran, buku, visual dari sebuah perusahaan. Logo perusahaan majalah) dan informasi seni budaya. Perkem- merupakan satu–satunya elemen yang secara ek- bangan bidang ini erat hubungannya dengan splisit mereprensentasikan visi dan misi nya. meningkatnya kesadaran akan manfaat yang Sedangkan secara implisit, filosofi perusahaan dapat dipetik dari kejituan penyampaian infor- dituangkan pada arsitektur perusahaan, seni, masi pada masyarakat. penggunaan seragam, dress code, bahasa, pe- Disain modern merupakan keseluruhan pro- nataan ruangan kantor, dll. Simbol korporat ses pemikiran yang akan membentuk sesuatu, sebagai evaluasi global yang membandingkan dengan menggabungkan fakta, konstruksi, fung- kepercayaan dan perasaan seseorang tentang si dan estetika. Disain adalah suatu konsep untuk sebuah organisasi. Reputasi korporat adalah 1 Tinaburko, Sumbo. 2009. Semiotika Komunikasi Visual, hal 32. Yogyakarta : Jalasutra. 61 Wahana, Volume 1 No 12., Ganjil, Tahun Akademik 2016/2017 nilai–nilai atribut seperti keaslian, kejujuran, Fokus dan Pertanyaan Penelitian tanggung jawab dan integritas/kepribadian. Pada disain visual, karakteristik suatu pro- Dalam membuat disain visual yang akan di duk dapat ditampilkan sesuai kenyataan. Pro- publish ke customer, para perusahaan otomotif duk yang diteliti oleh peneliti yaitu produk mo- juga ingin memberikan pandangan yang sama bil (otomotif) pada perusahaan Mercedes Benz, terhadap customer atas mobil yang mereka Hyundai dan juga Mazda. Dalam penelitian pasarkan dalam sebuah disain visual. Setelah ini, masalah yang akan diteliti oleh peneliti yaitu pandangan tersebut memiliki kesamaan, dihara- “Mengapa disain visual penting digunakan untuk pkan citra yang positif yang sudah dibangun melakukan pemasaran mobil & citra apa yang in- oleh perusahaan terhadap customer, maka akan gin diinginkan dari disain visual tersebut?” mendapat hasil yang positif. Dengan citra yang positif terhadap perusahaan nya, maka disain Tinjauan Pustaka visual mobil yang telah dirancang mendapat Penelitian dalam tesis ini bertujuan untuk me- tanggapan oleh customer dan diharapkan mo- ngungkapkan, menjelaskan dan menganalisis di- bil yang mereka pasarkan akan mendapat hasil sain visual dalam pemasaran mobil dan citra yang yang positif. ingin diinginkan dari disain visual tersebut. Dalam penelitian ini peneliti disain visual dari Mercedes Benz, Mazda dan Hyundai. Pe- Metodologi Penelitian neliti memilih produk mobil Mercedes Benz C– Pada penelitian ini penulis bertujuan untuk Class untuk mewakili Mercedes Benz, se- dapat mengetahui citra yang ingin ditampilkan dangkan disain visual pada produk Hyundai pada brosur otomotif pada perusahaan Mercedes Grand Avega untuk mewakili Hyundai, dan Benz, Hyundai dan Mazda. Guna memenuhi tu- disain visual pada produk Mazda 8 mewaki- juan penelitian tersebut, penulis menggunakan li Mazda. Peneliti menggunakan media visual metode penelitian yang sesuai dengan masalah dalam melakukan pemasaran, media pemasaran yang diteliti. sangat diperlukan karena media visual dapat Penulis memilih pendekatan kualitatif kare- memberikan informasi barang yang dijual ke- na menurut Anwar Arifin, metodologi peneli- pada customer secara detail. Dalam penelitian tian yang akan dipergunakan dalam penelitian ini, penulis menggunakan media lini bawah komunikasi sangat dipengaruhi oleh paradigma (Below the line) yaitu jenis–jenis iklan yang ti- yang digunakan2. Paradigma yang digunakan dak mengharuskan adanya komisi seperti iklan dalam penelitian ini yaitu paradigma kontruk- pada pameran, brosur, lembar informasi dan tivisme berawal dari subjek yang bermakna sebagainya. Disain-disain visual yang kreatif terhadap realitas tersebut. Weber melihat bah- dalam komunikasi pemasaran memang menar- wa tiap individu akan memberikan pengaruh ik untuk diteliti, dengan menghasilkan disain dalam masyarakatnya jika tindakan sosial yang visual yang kreatif, maka dapat membuat mas- dilakukan oleh individu tersebut berhubungan yarakat tertarik untuk melihat kemudian mem- dengan rasionalitas dan harus dipelajari melalui beli mobil tersebut. penafsiran serta pemahaman3. Oleh sebab itu, dengan menggunakan berb- Sedangkan sifat penelitian dalam penelitian agai macam disain visual, penulis ingin mengeta- ini, peneliti menggunakan deskriptif yang ber- hui disain visual yang telah dibuat dapat membuat maksud untuk menggambarkan bagaimana se- masyarakat tertarik untuk mencoba produk mobil buah fenomena sosial terjadi. Peneliti melaku- dan membelinya kemudian dan citra yang ingin kan penelitian dengan tujuan mengetahui dan ditampilkan dari sebuah brosur otomotif pada pe- menggali lebih dalam dengan mengajukan kata rusahaan Mercedes Benz, Hyundai dan Mazda. “mengapa” dan “bagaimana”. 2 Arifin, Anwar. 2012. Setangkai Bunga Riset Ilmu Komunikasi, hal 23. Jakarta : Fakultas Ilmu Komunikasi. 3 Holloway, I.1997. Hal . Basic Concept for Qualitative Research. Australia : Blackwell Science Ltd. 62 Wahana, Volume 1 No 12., Ganjil, Tahun Akademik 2016/2017 Penelitian ini menggunakan data primer facturing adalah pabrikan dan perakit produk berupa disain visual brosur pada perusahaan Daimler–Benz untuk Indonesia yang didirikan Mercedes Benz, Hyundai, dan Mazda. Dalam di Jalan Sulawesi No 1, Tanjung Priok, Jakar- hal ini, disain visual yang diteliti penulis yaitu ta. Pada tahun 1971, PT Star Motors Indonesia disain visual Mercedes Benz C–Class, Hyundai pindah ke Slipi. Dan, dalam tahun 1978 itu juga Grand Avega, dan juga Mazda 8. Selain itu, data didirikan pabrik perakitan di Wanaherang, seki- sekunder yang digunakan penulis yaitu data tar 50 kilometer dari Jakarta. Pada tahun 1993, sudah tersedia dari berbagai sumber sehing- PT. Star Motors Indonesia pindah dari Slipi ke ga penulis hanya perlu mencari dan mengum- Wanaherang. Tahun 1998, Divisi Penjualan dan pulkan data–data tersebut. Jenis data sekunder Pemasaran pindah ke gedung Deutsche Bank, yang akan digunakan penulis yaitu berasal dari Jalan Imam Bonjol No 80. Pada bulan Juni studi kepustakaan, yakni data–data yang berasal 2000, PT Star Motors Indonesia berganti nama dari buku, majalah, internet (blog dan website) menjadi PT. Daimler Chrysler Distribution In- dan juga jurnal penelitian. donesia, dan PT. German Motor Indonesia men- jadi PT. Daimler Chrysler Indonesia. Kemudian Pembahasan pada bulan Agustus 2000, Daimler Chrysler In- Gambaran Profile Perusahaan donesia ditunjuk sebagai agen tunggal Chrysler a. Gambaran Profile Perusahaan Mercedes Benz dan Jeep di Indonesia. Beberapa model Mer- Mercedes Benz adalah divisi dari DMG. cedes-Benz antara lain A-Clas, B-Class – Multi DMG adalah singkatan dari Daimler Motoren Purpose Vehicle (MPV), C-Class – Saloon, Es- Gesellschaft, perusahaan otomotif yang didiri- tate & Coupé, CL-Class – Luxury Coupé, CLA- kan oleh Gottlieb Daimler. Asal mula Mercedes Class, CLS-Class, GL-Class dan model produk Benz berasal dari penemuan Karl Benz atas lainnya. Saat ini Mercedes-Benz telah hadir di mobil berbahan bakar bensin pertama di dun- berbagai negara di dunia4.
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