Commercial Persuasion Design for Singgasana Tattoo Studio Bandung

Abstract

Singgasana, a tattoo studio situated in Bandung, distinguishes itself through a commitment to professionalism, stringent hygiene standards, and the consistent delivery of high-quality results, particularly utilizing durable black and red ink. Despite experiencing growth, the studio encounters limitations stemming from its largely spontaneous and unsystematic promotional efforts. These efforts have demonstrably hindered the effective communication of its unique brand propositions and impeded the cultivation of robust audience trust. Accordingly, this study endeavours to formulate a structured promotional strategy with the objective of enhancing Singgasana's competitive positioning within the market. The methodological framework employed in this research encompassed observations, interviews, and questionnaires, complemented by a comprehensive 7P analysis and a SWOT assessment. Drawing upon these empirical findings, a visual communication strategy was subsequently devised, leveraging the AISAS (Attention, Interest, Search, Action, Share) model. This strategy specifically emphasizes the professionalism of the studio's artists and the proven durability characteristic of its selected ink pigments. The findings indicate that the implementation of an audience-oriented, structured promotional strategy can effectively contribute to the enhancement of brand image and foster greater competitiveness within the Bandung tattoo industry. In conclusion, this research establishes that a structured promotional strategy, when informed by the AISAS model, proves instrumental in constructing a professional brand image and bolstering the studio's competitive standing in the local market. This research offers significant implications for the studio by providing a framework to systematically communicate its unique selling propositions, thereby strengthening audience trust. Furthermore, it furnishes an organized promotional structure designed to support the long-term business sustainability of Singgasana Tattoo Studio.