ABSTRAK
PERANCANGAN BOOK DESIGN TATA CARA PERNIKAHAN ADAT YOGYAKARTA Oleh Wenny Anggraini Natalia NRP 1364907 Aneka ragam budaya Indonesia, salah satunya adalah tradisi pernikahan Yogyakarta yang dahulu dikenal sebagai “Gagrag Yogyakarta”, merupakan kekayaan rakyat Indonesia. Masyarakat Indonesia membutuhkan pengetahuan mengenai kebudayaan untuk meningkatkan semangat nasionalisme agar tidak pudar, salah satunya melalui tata cara pernikahan adat Jawa yang harusnya dilestarikan secara turun-temurun. Namun, belum adanya informasi secara tertulis yang dapat memberikan panduan yang benar mengenai pernikahan adat Jawa menyebabkan kurang dikenalnya Gagrag Yogyakarta oleh masyarakat. Oleh karena itu, tujuan perancangan ini adalah untuk menyampaikan informasi mengenai tradisi pernikahan adat Yogyakarta tersebut dengan membuat buku yang berisikan pendokumentasian tata cara pernikahan adat Jawa, khususnya Yogyakarta. Manfaat dari perancangan ini adalah untuk memberikan pengetahuan tata cara pernikahan adat Jawa kepada masyarakat, khususnya calon pasangan pengantin dan masyarakat umum sebagai penerus budaya daerah. Perancangan ini dilakukan melalui pengumpulan data kuantitatif yang didapat dari kuesioner dan observasi ke narasumber. Serta dilakukan pengumpulan data secara kualitatif melalui analisis dan data literatur. Perancangan book design ini ditujukan sebagai media promosi tentang tata cara tradisi pernikahan Yogyakarta melalui beberapa media seperti x-banner dan postcard. Book design Potrek Ngantenan ini diharapkan dapat diterima baik oleh masyarakat dan calon pengantin. Karena dilengkapi dengan gambar visual dokumentasi human interest, yang dilakukan secara langsung terhadap tata cara pernikahan adat Jawa dan penggunaan tipografi menyerupai aksara Jawa untuk memperkuat identitas tradisi Jawa. Kata kunci: Book design, Pernikahan Adat, Tradisi, Yogyakarta
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ABSTRACT
DESIGNING OF BOOK DESIGN FOR YOGYAKARTA TRADITIONAL MARRIAGE CUSTOM by Wenny Anggraini Natalia NRP 1364907 Indonesia's cultural diversity, one of which is a wedding tradition Yogyakarta formerly known as "gagrag Yogyakarta", is the wealth of the people of Indonesia. Indonesian society requires knowledge of the culture to enhance the spirit of nationalism that does not fade, one through the procedure of Javanese wedding that should be preserved for generations. However, the lack of written information that can give proper guidance regarding Javanese wedding gagrag Yogyakarta cause less known by the public. Therefore, the purpose of this design is to convey information about the Yogyakarta custom wedding traditions to create a book containing documentation procedures Javanese wedding, especially Yogyakarta. The benefits of this design is to provide know-how Javanese wedding to the community, especially the prospective bride and groom and the general public as a successor to the local culture. This design is done through the collection of quantitative data obtained from questionnaires and observations to the source. As well as qualitative data collection through analysis and literature data. The design book design is intended as a media campaign about the way of the wedding tradition of Yogyakarta through multiple media such as x-banner and postcard. Potrek Ngantenan Book design is expected to be well received by the public and the bride and groom. Because it is equipped with a visual image documentation human interest, which are made directly to the Javanese wedding procedures and use of typography resembles Java script to strengthen the identity of Javanese tradition. Keywords: Book design, Wedding Ceremony, Tradition, Yogyakarta
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DAFTAR ISI HALAMAN JUDUL..................................................................................................... i LEMBAR PENGESAHAN ......................................................................................... ii PERNYATAAN ORISINILITAS KARYA DAN LAPORAN .................................. iii PERNYATAAN PUBLIKASI LAPORAN ................................................................ iv KATA PENGANTAR ............................................................................................................ v ABSTRAK ............................................................................................................................ vii ABSTRACT ..........................................................................................................................viii
DAFTAR ISI ............................................................................................................... ix DAFTAR GAMBAR ................................................................................................. xii DAFTAR TABEL ..................................................................................................... xiii
BAB I PENDAHULUAN ........................................................................................... 1 1.1 Latar Belakang ......................................................................................... 1 1.2 Permasalahan dan Ruang Lingkup ........................................................... 2 1.2.1 Permasalahan .................................................................................. 2 1.2.2 Ruang Lingkup ............................................................................... 2 1.3 Tujuan Perancangan ................................................................................. 2 1.4 Sumber dan Teknik Pengumpulan Data ................................................... 3 1.5 Skema Perancangan................................................................................... 4
BAB II LANDASAN TEORI .................................................................................... 5 2.1 Nasionalisme ............................................................................................ 5 2.2 Budaya ....................................................................................................... 5 2.2.1 Tradisi ............................................................................................ 5 2.2.2 Adat Istiadat ................................................................................... 6 2.2.3 Pernikahan ....................................................................................... 6 2.3 Teori Buku................................................................................................. 7 2.3.1 Layout .............................................................................................. 9 2.3.2 Margin ........................................................................................... 10 2.3.3 Grid ............................................................................................... 10
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2.3.4 Typografi ....................................................................................... 11 2.3.5 Fotografi ........................................................................................ 12 2.4 Perilaku Konsumen ............................................................................... 15 2.4.1 Pengertian Perilaku Konsumen .................................................... 15 2.4.2 Faktor-faktor yang Mempengaruhi Perilaku Konsumen .............. 16 2.4.3 Hubungan Antara Perilaku Konsumen Dengan Strategi Pemasaran ..................................................................................... 18 2.5 Teori Promosi ......................................................................................... 18 2.6 Teori Warna ............................................................................................ 21 2.7 Media dan Sarana Pendukung ................................................................ 23
BAB III TUJUAN PERANCANGAN .................................................................... 24 3.1 Data dan Fakta ......................................................................................... 24 3.1.1 Pemberi Mandat (Mandatory) ....................................................... 24 3.1.2 Hasil Wawancara........................................................................... 26 3.1.3 Hasil Kuesioner ............................................................................. 29 3.1.4 Tinjauan Karya Seni ...................................................................... 35 3.2 Analisis Terhadap Permasalahan Berdasarkan Data dan Fakta .............. 36 3.2.1 Analisis SWOT ............................................................................. 36 3.2.2 Analisis STP .................................................................................. 38
BAB IV PEMECAHAN MASALAH ..................................................................... 40 4.1 Konsep Komunikasi ................................................................................ 40 4.2 Konsep Kreatif ........................................................................................ 40 4.3 Konsep Media ......................................................................................... 41 4.4 Konsep Karya .......................................................................................... 42 4.4.1 Konsep Logo ................................................................................. 42 4.4.2 Konsep Buku ................................................................................. 44 4.4.3 Konsep Warna ............................................................................... 44 4.4.4 Konsep Typografi.......................................................................... 44 4.4.5 Konsep Bentuk .............................................................................. 44 4.4.6 Konsep Karya ................................................................................ 45
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BAB V PENUTUP .................................................................................................... 46 5.1 Simpulan.................................................................................................. 46 5.2 Saran ........................................................................................................ 47
DAFTAR PUSTAKA ................................................................................................ 48 BIODATA PENULIS ................................................................................................ 49
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DAFTAR GAMBAR Gambar 1.1
Skema Perancangan .......................................................................... 4
Gambar 2.1
Roda Warna ...................................................................................... 21
Gambar 2.2
Harmonisasi Warna .......................................................................... 22
Gambar 2.3
Warna Monokrom ............................................................................ 23
Gambar 3.1
Dinas Pariwisata dan Kebudayaan Provinsi DIY ............................. 24
Gambar 3.2
Logo PT. Gramedia Pustaka Utama ................................................. 25
Gambar 3.3
Diagram Tingkat Pengetahuan Responden Tentang Pernikahan Adat Jawa ......................................................................................... 29
Gambar 3.4
Diagram Tingkat Pengetahuan Responden Tentang Prosesi Tata Cara Persiapan Pernikahan Adat Yogyakarta................................... 30
Gambar 3.5
Diagram Tingkat Pendapat Responden Tentang Pentingnya NilaiNilai Tradisi Dalam Pernikahan Tradisional .................................... 31
Gambar 3.6
Diagram Tingkat Sumber Pengetahuan Responden Tentang Tata Cara Persiapan Pernikahan Adat Yogyakarta.................................. 32
Gambar 3.7
Diagram Tingkat Ketertarikan Responden Terhadap Sumber Tertulis tentang Tata Cara Persiapan Pernikahan Adat Yogyakarta ....................................................................................... 33
Gambar 3.8
Diagram Tingkat Pendapat Responden Akan Hal yang Paling Menarik Dalam Sebuah Buku .......................................................... 34
Gambar 3.9
Diagram Tingkat Keinginan Responden untuk Memiliki Buku Tentang Tata Cara Persiapan Pernikahan Adat Yogyakarta ............ 34
Gambar 3.10 Buku Pengantin Yogya Putri & Paes Ageng .................................... 35
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DAFTAR TABEL Tabel 3.1
Komparasi Buku Pengantin Yogya Putri & Paes Ageng ................... 36
Tabel 4.1
Timeline Promosi ................................................................................ 41
Tabel 4.2
Budgeting Pembuatan Book Design ................................................... 42
Tabel 4.3
Budgeting Promosi ............................................................................. 42
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