Lilik Puji Lestari, Abi Senoprabowo

PERANCANGAN MEDIA PROMOSI OMAH MANTEN UNTUK MEMPERLUAS JANGKAUAN PASAR DI KABUPATEN BLORA

Introduction

Perancangan media promosi omah manten untuk memperluas jangkauan pasar di kabupaten blora. Rancang media promosi Omah Manten di Blora untuk atasi promosi suboptimal. Tingkatkan brand awareness & jangkauan pasar di Blora & Cepu melalui desain elegan (poster, banner, medsos).

Abstract

Permasalahan utama dalam penelitian ini adalah kurang optimalnya strategi promosi yang digunakan oleh Omah Manten, sebuah sanggar rias pengantin di Blora. Mayoritas pelanggan berasal dari Kedungtuban, sementara Cepu masih sedikit yang mengenal dan menggunakan layanan jasa Sanggar Rias Omah Manten sedangkan Blora sama sekali belum ada yang mengenal dan menggunakan layanan Sanggar rias Omah Manten. Ini menunjukkan terbatasnya jangkauan pemasaran. Promosi hanya dilakukan melalui media sosial tanpa iklan berbayar dan secara konvensional dari mulut ke mulut. Hal ini menyebabkan rendahnya brand awareness dan daya saing Omah Manten dibandingkan kompetitor. Untuk menjawab permasalahan tersebut, penelitian ini menggunakan teori bauran pemasaran 7P dan analisis SWOT untuk merancang strategi promosi yang efektif. Metode penelitian yang digunakan yaitu kualitatif sedangkan metode perancangan menggunakan tahapan Robin Landa yang terdiri dari orientasi, analisis, konsep desain, pengembangan desain, dan implementasi. Data diperoleh melalui wawancara dan observasi langsung. Hasil perancangan menghasilkan media promosi cetak dan digital (poster, banner, dan konten media sosial) dengan desain elegan (hitam, emas, putih) yang dirancang untuk memperkuat karakter brand dan meningkatkan jangkauan pasar. Desain ini secara visual mampu meningkatkan brand awareness Omah Manten, khususnya di wilayah Blora dan Cepu. Dengan demikian, perancangan media promosi ini dapat menjadi solusi strategis untuk memperluas pasar dan menarik lebih banyak pelanggan potensial di Kabupaten Blora.

Review

This paper, titled "PERANCANGAN MEDIA PROMOSI OMAH MANTEN UNTUK MEMPERLUAS JANGKAUAN PASAR DI KABUPATEN BLORA," addresses a highly relevant issue for local businesses: the struggle to expand market reach due to suboptimal promotional strategies. The authors clearly identify the core problem for Omah Manten, a wedding salon, as its reliance on limited social media and word-of-mouth promotion, leading to low brand awareness and an inability to penetrate key local markets beyond its immediate vicinity. The study's objective to design effective promotional media to overcome these challenges is well-articulated and holds significant practical importance for the growth of small to medium enterprises in regional contexts. The research employs a suitable combination of theoretical frameworks and methodological approaches to tackle the stated problem. The integration of the 7P marketing mix and SWOT analysis provides a robust foundation for understanding the business context and formulating strategic promotional interventions. Methodologically, the use of qualitative research, complemented by Robin Landa's structured design stages (orientation, analysis, concept design, development, and implementation), offers a clear and systematic pathway for developing the promotional media. Data collection through interviews and direct observation further ensures a contextual and in-depth understanding of Omah Manten's current situation and target audience, which is crucial for effective design. The study successfully culminates in the tangible output of designed print and digital promotional media, including posters, banners, and social media content. The choice of an elegant design palette (black, gold, white) is presented as a strategic move to reinforce Omah Manten's brand character, aiming to significantly enhance brand awareness and expand its market reach, particularly in the under-penetrated areas of Blora and Cepu. While the abstract clearly outlines the *creation* of these media and anticipates their positive impact, the primary contribution lies in the design *solution* itself rather than an empirical post-implementation evaluation of its success. Nevertheless, the designed media offers a well-conceived strategic solution to the identified marketing challenges, providing a strong foundation for Omah Manten to attract a wider clientele and strengthen its competitive position in the Blora Regency.

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