PERANCANGAN COPYWRITING PADA BOOKLET COMPANY PROFILE TEMAN PERGI MENGGUNAKAN TEKNIK PROBLEM-AGITATE-SOLUTION (PAS)

Abstract

ABSTRAK

DINDA KHAIRANI. Perancangan Copywriting pada Booklet Company Profile Teman Pergi Menggunakan Teknik Problem-Agitate-Solution (PAS). Dibimbing oleh ALFI RAHMAWATI.

Company profile Teman Pergi, perusahaan jasa sewa mobil di wilayah Jabodetabek, belum mampu merepresentasikan identitas dan positioning perusahaan secara optimal sehingga sulit dibedakan dari kompetitor di tengah persaingan industri rental mobil yang semakin ketat. Proyek akhir ini bertujuan memaparkan tahapan perancangan copywriting, penerapan teknik Problem-Agitate-Solution (PAS), serta hasil evaluasi efektivitas naskah booklet company profile Teman Pergi berdasarkan penilaian mitra. Perancangan naskah dilakukan melalui tiga proses kognitif menulis yang bersifat rekursif, yaitu planning, translating, dan reviewing, dengan penggalian informasi pada tahap planning mengikuti proses discovery copywriting melalui wawancara, observasi, serta diskusi dan validasi bersama mitra. Teknik PAS diterapkan secara terpisah untuk segmen business-to-consumer dan business-to-business, disajikan dwibahasa dalam format cetak, serta diadaptasi menjadi naskah video pembuka pada booklet digital berbasis Heyzine. Hasil menunjukkan naskah PAS berhasil dirancang dengan diferensiasi tone dan penekanan pesan sesuai karakteristik masing-masing segmen audiens, serta melalui empat kali revisi bersama mitra. Evaluasi menggunakan skala interval 50–100 menunjukkan seluruh indikator penilaian berada pada kategori sangat baik. Naskah final telah diintegrasikan ke dalam booklet cetak dan digital, dan diharapkan menjadi media komunikasi bisnis efektif bagi Teman Pergi dalam memperkuat citra dan positioning perusahaan.

Kata Kunci: booklet, company profile, copywriting, problem-agitate-solution, rental mobil

The company profile of Teman Pergi a car rental service provider in the Greater Jakarta (Jabodetabek) area has previously failed to optimally represent the company's identity and positioning, making it difficult to distinguish from competitors amidst increasingly fierce industry rivalry. This final project outlines the copywriting design process, the application of the Problem-Agitate-Solution (PAS) technique, and the evaluation results regarding the effectiveness of the company profile booklet’s copy, based on assessments by the partner. The copywriting process employed three recursive cognitive stages planning, translating, and reviewing with information gathering during the planning phase following a copywriting discovery process involving interviews, observations, and discussions with the partner for validation. The PAS technique was applied separately for business-to-consumer (B2C) and business-to-business (B2B) segments; the content was presented bilingually in print format and adapted into a script for an introductory video within a Heyzine-based digital booklet. The results demonstrate that the PAS copy was successfully designed with differentiated tones and message emphases tailored to the characteristics of each audience segment, following four rounds of revision with the partner. An evaluation using a 50–100 interval scale indicated that all assessment indicators fell into the "excellent" category. The final copy has been integrated into both print and digital booklets and is expected to serve as an effective business communication tool for Teman Pergi to strengthen its corporate image and positioning.