PERANCANGAN MEDIA PROMOSI SANGGAR SENI GADIH LAREH SEBAGAI UPAYA MENINGKATKAN BRAND AWARENESS - Ananda, Fariski (Institut Seni Indonesia Padangpanjang, 2025)
KATA KUNCI ABSTRAK Perancangan Media Promosi, Brand Awareness, Sanggar Seni GadihLareh Globalisasi menjadi tantangan bagi pelestarian budaya di Kabupaten Dharmasraya Sumatera Barat, ditandai dengan menurunnya minat generasi muda terhadap seni tradisional. Sanggar seni memiliki peran krusial dalam melestarikan budaya lokal, namun seringkali terkendala oleh kurangnya media promosi yang efektif. Penelitian ini bertujuan untuk merancang media promosi Sanggar Seni Gadih Lareh sebagai upaya meningkatkan brand awareness di Nagari Kurnia Koto Salak untuk menarik minat masyarakat, khususnya masyarakat di Kabupaten Dharmasraya, terhadap seni pertunjukan tradisional Minangkabau. Metode penelitian menggunakan metode analisis SWOT dan AIDA. Data dikumpulkan melalui wawancara mendalam dengan pemilik sanggar, observasi partisipan, dan penyebaran kuesioner online kepada masyarakat. Analisis data dilakukan secara interaktif meliputi pengumpulan data, penyajian data, penyajian karya, analisis karya, dan penarikan kesimpulan. Hasil penelitian ini menunjukkan bahwa video promosi dan media pendukung (poster, spanduk, x-banner, name card, id card, lanyard, konten media sosial dan merchandise) yang dirancang dengan menonjolkan keunggulan sanggar dalam melestarikan seni dan ketersediaan jasa pertunjukan tradisional Minangkabau didalam sanggar, berhasil meningkatkan brand awareness Sanggar Seni Gadih Lareh. Hal ini ditunjukkan dengan meningkatnya jumlah kunjungan peminat kesenian pertunjukan secara langsung juga melalui media sosial sanggar, bertambahnya minat jasa pertunjukan dari masyarakat, dan bergabungnya anggota baru kedalam sanggar. Perancang merekomendasikan penerapan strategi pemasaran digital yang berkelanjutan untuk mengoptimalkan media promosi yang telah dirancang dalam memperluas jangkauan pasar Sanggar Seni Gadih Lareh. KEYWORDS ABSTRACT Designing Promotional Media, Brand Awareness, Sanggar Seni GadihLareh Globalization poses a challenge to cultural preservation in Dharmasraya Regency, West Sumatra, as indicated by the declining interest of the younger generation in traditional arts. Art studios play a crucial role in preserving local culture; however, they often face obstacles due to a lack of effective promotional media. This study aims to design promotional media for Sanggar Seni Gadih Lareh as an effort to increase brand awareness in Nagari Kurnia Koto Salak, attracting public interest, particularly in Dharmasraya Regency, toward Minangkabau traditional performing arts. The research employs SWOT and AIDA analysis methods. Data is collected through in-depth interviews with the studio owner, participant observation, and online questionnaire distribution to the community. Data analysis is conducted interactively, including data collection, data presentation, artwork presentation, artwork analysis, and conclusion drawing. The findings of this study indicate that the promotional video and supporting media (posters, banners, x-banners, name cards, ID cards, lanyards, social media content, and merchandise) designed to highlight the studio's strengths in preserving the arts and providing Minangkabau traditional performance services have successfully increased the brand awareness of Sanggar Seni Gadih Lareh. This is evidenced by the increased number of visitors interested in live performances and social media engagements, the growing demand for performance services from the community, and the addition of new members to the studio. The designer recommends implementing a sustainable digital marketing strategy to optimize the designed promotional media in expanding the market reach of Sanggar Seni Gadih Lareh.