PERANCANGAN PROMOSI DHARMA KITCHEN · 2020. 1. 17. · PERANCANGAN PROMOSI DHARMA KITCHEN Laporan Tugas Akhir Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

PERANCANGAN PROMOSI DHARMA KITCHEN

Laporan Tugas Akhir

Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)

Nama : Albert Sudarto

NIM : 00000010379

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

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LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

Saya yang bertanda tangan di bawah ini:

Nama : Albert Sudarto

NIM : 00000010379

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

Universitas Multimedia Nusantara

Judul Tugas Akhir:

PERANCANGAN PROMOSI DHARMA KITCHEN

dengan ini menyatakan bahwa, laporan dan karya tugas akhir ini adalah asli dan

belum pernah diajukan untuk mendapatkan gelar sarjana, baik di Universitas

Multimedia Nusantara maupun di perguruan tinggi lainnya.

Karya tulis ini bukan saduran/terjemahan, murni gagasan, rumusan dan

pelaksanan penelitian/implementasi saya sendiri, tanpa bantuan pihak lain, kecuali

arahan pembimbing akademik dan narasumber.

Demikian surat Pernyataan Originalitas ini saya buat dengan sebenarnya,

apabila di kemudian hari terdapat penyimpangan serta ketidakbenaran dalam

pernyataan ini, maka saya bersedia menerima sanksi akademik berupa pencabutan

Scanned by CamScanner

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KATA PENGANTAR

Puji dan syukur penulis panjatkan kepada Tuhan Yang Maha Esa, karena

atas berkat dan rahmat-Nya dalam penulisan Tugas Akhir, penulis dapat

menyelesesaikan laporan Tugas Akhir yang berjudul “Perancangan Promosi

Dharma Kitchen”

Alasan penulis memilih topik ini karena restoran Dharma Kitchen

mempunyai potensi besar untuk berkembang di dunia perkulineran Indonesia

sehingga restoran ini pantas untuk dipromosikan agar dikenal luas sebagai restoran

vegetarian yang berkualitas dalam negeri.

Penulis berharap agar laporan ini dapat menjadi panduan bagi mahasiswa-

mahasiswi yang sedang menjalankan proses Tugas Akhir, khususnya jurusan

Desain Komunikasi Visual. Penulis juga berharap laporan ini dapat bermanfaat dan

memberikan solusi dalam meningkatkan penjualan dan mengenalkan makanan

vegetarian kepada non-vegetarian lewat Dharma Kitchen.

Penulis sadar bahwa penulisan laporan Tugas Akhir ini tidak luput dari

kesalahan, sehingga penulis mengharapkan kritik dan saran agar penulis dapat

menjadi lebih baik lagi kedepannya. Dalam hal ini penulis ingin mengucapkan

terimakasih kepada:

1. Mohammad Rizaldi, S.T., M.Ds. Selaku Ketua Program Studi Desain

Komunikasi Visual.

2. Ardyansyah, S.sn., M.M., M.Ds. Selaku dosen pembimbing yang selalu

membimbing dan mengarahkan penulis dalam menyelesaikan laporan

Tugas Akhir ini.

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ABSTRAKSI

Dharma Kitchen merupakan salah satu restoran vegetarian yang sudah berdiri sejak tahun 2009. Dharma Kitchen merupakan restoran vegetarian dengan beberapa produk buatan sendiri dan diambil dari supplier yang diuji lab terlebih dahulu untuk memastikan bahwa produk makanan ini benar-benar vegetarian. Dharma Kitchen juga memiliki 1 cabang di Central Park Mall. Meski menjual produk asli 100% vegetarian dengan rasa yang mirip daging aslinya dan memiliki quaity control, serta dapur yang bersih dan pelayanan yang baik, Dharma Kitchen masih belum dikenal dengan baik oleh masyarakat. Hal ini dikarenakan minimnya promosi yang dilakukan oleh Dharma Kitchen. Berdasarkan masalah ini, penulis akan membuat perancangan promosi untuk meningkatkan brand awareness Dharma Kitchen. Dalam penelitian ini, penulis menggunakan metode pengambilan data campuran, yaitu kualitatif dan kuantitatif. Metode kualitatif berupa wawancara dan studi eksisting, sedangkan kuantitatif berupa kuisioner. Perancangan ini diharapkan dapat membantu Dharma Kitchen dalam meningkatkan penjualan lewat promosi.

Kata kunci: Dharma Kitchen, vegetarian, promosi

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ABSTRACT

Dharma Kitchen is a vegetarian restaurant that opened since 2009. Dharma Kitchen cooks all vegetarian product with it’s own hand-made product and few supplier-bought product that have been test with laboratorium to ensure this product contains no animal products. Whilst cooking a 100% pure vegetarian product, creating similiar flavour with real meat, high quality control, clean kitchen, and good service, Dharma Kitchen is still unknown to society, especially in Jakarta. This is due to lack of promotion effort of Dharma Kitchen. According to this problem, author decide to increase Dharma Kitchen’s brand awareness through promotion. In this research, author will use mix data collecting method, which is qualitative and quantitative. While qualitative consists of interview and existing study, quantitative consists of questionnaire only. This research is expected to help Dharma Kitchen increase their sales through promotion.

Keywords: vegetarian, Dharma Kitchen, promotion

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DAFTAR ISI

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT...................... ii

HALAMAN PENGESAHAN TUGAS AKHIR................................................. iv

KATA PENGANTAR............................................................................................ v

ABSTRAKSI........................................................................................................ vii

ABSTRACT.......................................................................................................... viii

DAFTAR ISI..........................................................................................................ix

DAFTAR GAMBAR...........................................................................................xiii

DAFTAR TABEL............................................................................................. xviii

DAFTAR LAMPIRAN....................................................................................... xix

BAB I PENDAHULUAN....................................................................................... 2

1.1. Latar Belakang...........................................................................................2

1.2. Rumusan Masalah..................................................................................... 4

1.3. Batasan Masalah........................................................................................ 4

1.4. Tujuan Tugas Akhir...................................................................................4

1.5. Manfaat Tugas Akhir.................................................................................5

BAB II TINJAUAN PUSTAKA............................................................................6

2.1. Promosi...................................................................................................... 6

2.1.1. Tujuan Promosi................................................................................ 6

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2.1.2. Jenis Promosi...................................................................................8

2.1.3. Strategi Promosi............................................................................ 13

2.1.4. Media Promosi.............................................................................. 14

2.2. Iklan......................................................................................................... 16

2.2.1. Tujuan Iklan.................................................................................. 17

2.2.2. Manfaat Iklan................................................................................ 17

2.2.3. Klasifikasi Iklan............................................................................ 18

2.2.4. Media Iklan...................................................................................20

2.2.5. Metode perancangan iklan........................................................... 20

2.2.6. Strategi Perancangan Iklan..........................................................22

2.2.7. Daya Tarik Iklan.......................................................................... 23

2.2.8. Copywriting.................................................................................. 23

2.3. Desain...................................................................................................... 28

2.3.1. Typography.................................................................................. 28

2.3.2. Color............................................................................................ 32

2.3.3. Layout...........................................................................................35

2.4. Vegetarian................................................................................................42

2.4.1. Jenis vegetarian............................................................................. 42

2.4.2. Alasan menjadi Vegetarian........................................................... 43

2.5. Fotografi.................................................................................................. 47

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2.5.1. Teknik dalam fotografi................................................................. 47

2.6. Website.................................................................................................... 49

2.6.1 Perancangan website.................................................................... 51

BAB III METODOLOGI................................................................................... 58

3.1 Metodologi Pengumpulan Data............................................................... 58

3.1.1. Wawancara dengan Operational Manager Dharma Kitchen........ 59

3.1.2. Wawancara dengan loyal customer Dharma Kitchen................... 62

3.1.3. Wawancara dengan pelaku vegetarian.......................................... 65

3.1.4. Kuisioner....................................................................................... 70

3.1.5. Studi Eksisting.............................................................................. 74

3.1.6. Analisa Kompetitor...................................................................... 75

3.1.7. Analisis......................................................................................... 78

3.2 Metodologi Perancangan......................................................................... 82

BAB IV STRATEGI DAN ANALISIS PERANCANGAN...............................84

4.1 Strategi Perancangan............................................................................... 84

4.1.1 Strategi Komunikasi..................................................................... 85

4.1.2 Perancangan Website.................................................................. 109

4.1.3 Media Pendukung.......................................................................122

4.1.4 Media Pendukung lainnya.......................................................... 124

Analisis Perancangan.............................................................................137

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4.2.1 Analisis Media Utama................................................................ 137

4.2.2 Analisis Media Pendukung........................................................ 147

4.3 Budgeting...............................................................................................156

4.4 Media Planning..................................................................................... 157

BAB V PENUTUP.............................................................................................. 158

5.1 Kesimpulan............................................................................................ 158

5.2 Saran...................................................................................................... 159

DAFTAR PUSTAKA......................................................................................... 160

LAMPIRAN.......................................................................................................xxiv

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DAFTAR GAMBAR

Gambar 2.1. Contoh AISAS....................................................................................14

Gambar 2.2. Contoh Tyface Old Style....................................................................29

Gambar 2.3. Contoh Typeface Transitional...........................................................30

Gambar 2.4. Contoh Typeface Modern..................................................................30

Gambar 2.5. Contoh Typface Slab Sherif...............................................................30

Gambar 2.6. Contoh Typeface Sans Sherif.............................................................31

Gambar 2.7. Contoh Typeface Gothic....................................................................31

Gambar 2.8. Contoh Typeface Script.....................................................................32

Gambar 2.9. Abu-abu.............................................................................................32

Gambar 2.10. Coklat..............................................................................................33

Gambar 2.11. Violet....................................................................................... ........33

Gambar 2.12. Hitam....................................................................................... ........33

Gambar 2.13. Biru..................................................................................................34

Gambar 2.14. Merah..............................................................................................34

Gambar 2.15. Hijau................................................................................................34

Gambar 2.16. Kuning.............................................................................................35

Gambar 2.17. Single Column Grid.........................................................................37

Gambar 2.18. Two-Column Grid...........................................................................38

Gambar 2.19. Multicolumn Grid............................................................................39

Gambar 2.20. Modular Grid..................................................................................40

Gambar 2.21. Hiearachical Grid...........................................................................41

Gambar 3.1. Wawancara dengan Marvin...............................................................59

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Gambar 3.2. Wawancara dengan Thamrin.............................................................62

Gambar 3.3. Wawancara dengan Heri...................................................................63

Gambar 3.4. Wawancara dengan Dina..................................................................64

Gambar 3.5. Wawancara dengan Wang Shien Sheng............................................65

Gambar 3.6. Wawancara dengan Acau..................................................................66

Gambar 3.7. Wawancara dengan Surya.................................................................67

Gambar 3.8. Wawancara dengan Aco....................................................................68

Gambar 3.9. Wawancara dengan Achuan..............................................................69

Gambar 3.10. Dharma Kitchen menurut Responden.............................................70

Gambar 3.11. Pekerjaan Responden......................................................................70

Gambar 3.12. Pendapat Responden.......................................................................71






Gambar 3.18. Facebook Dharma Kitchen..............................................................74

Gambar 3.19. Website Dharma Kitchen.................................................................74

Gambar 3.20. Instagram Dharma Kitchen.............................................................75

Gambar 3.21. Loving Hut......................................................................................75

Gambar 3.22. LN Fortunate Coffee.......................................................................76

Gambar 4.1. Hasil Mindmapping...........................................................................86

Gambar 4.2. Moodboard........................................................................................88

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Gambar 4.3. Color Pallette....................................................................................88

Gambar 4.4. Referensi layout website....................................................................90

Gambar 4.5. Referensi fotografi.............................................................................92

Gambar 4.6. Sketsa foto.........................................................................................93

Gambar 4.7. Sesi Foto............................................................................................94

Gambar 4.8. Lighting foto......................................................................................95

Gambar 4.9. Sesi foto kedua..................................................................................97

Gambar 4.10. Interior DK......................................................................................99

Gambar 4.11. Interior DK....................................................................................100

Gambar 4.12. Dapur DK......................................................................................101

Gambar 4.13. Goresan Kuas................................................................................102

Gambar 4.14. Trajan Pro 3...................................................................................103

Gambar 4.15. Public Sans....................................................................................103

Gambar 4.16. Flowchart website.........................................................................109

Gambar 4.17. Sketsa website...............................................................................110

Gambar 4.18. Wireframe home............................................................................111

Gambar 4.19. Wireframe about us.......................................................................112

Gambar 4.20. Wireframe menu............................................................................113

Gambar 4.21. Wireframe gallery.........................................................................114

Gambar 4.22. Wireframe contact.........................................................................115

Gambar 4.23. Layout website...............................................................................116

Gambar 4.24. Hasil Layout website.....................................................................116

Gambar 4.25. Layout website...............................................................................117

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Gambar 4.26. Hasil Layout website.....................................................................117

Gambar 4.27. Website final..................................................................................121

Gambar 4.28. Poster sebelum revisi.....................................................................122

Gambar 4.29. Sketsa dan hasil digitalisasi...........................................................123

Gambar 4.30. Layout brosur.................................................................................125

Gambar 4.31. Sketsa dan desain brosur tampak depan dan belakang..................125

Gambar 4.32. Layout x-banner............................................................................126

Gambar 4.33. Sketsa dan desain x-banner...........................................................127

Gambar 4.34. Layout tent table............................................................................128

Gambar 4.35. Sketsa dan desain tent table..........................................................128

Gambar 4.36. Sketsa dan desain stiker Dharma Kitchen.....................................129

Gambar 3.37. Layout voucher..............................................................................130

Gambar 4.38. Sketsa dan desain voucher tampak depan dan belakang...............130

Gambar 4.39. Sketsa dan desain facebook ads....................................................131

Gambar 4.40. Sketsa instagram ads dan Dharma Kitchen feed...........................132

Gambar 4.41. Sketsa dan desain web banner.......................................................133

Gambar 4.42. Sketsa dan desain umbul-umbul....................................................134

Gambar 4.43. Sketsa dan desain tote bag............................................................135

Gambar 4.44. Sketsa dan desain piring................................................................136

Gambar 4.45. Sketsa dan desain alas gelas..........................................................136

Gambar 4.46. Visual website...............................................................................137

Gambar 4.47. Halaman beranda...........................................................................139

Gambar 4.48. Bagian menu favorit......................................................................140

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Gambar 4.49. Location.........................................................................................141

Gambar 4.50. Footer............................................................................................141

Gambar 4.51. About Us........................................................................................141

Gambar 4.52. Banner untuk asian, chinese, dan western....................................143

Gambar 4.53. Menu makanan asian, chinese, dan western.................................143

Gambar 4.54. Tampilan halaman gallery.............................................................145

Gambar 4.55. Tampilan halaman contact............................................................146

Gambar 4.56. Poster Dharma Kitchen.................................................................147

Gambar 4.57. Brosur Dharma Kitchen................................................................148

Gambar 4.58. X-banner........................................................................................149

Gambar 4.59. Table tent Dharma Kitchen...........................................................150

Gambar 4.60. Stiker Dharma Kitchen..................................................................151

Gambar 4.61. Voucher tampak depan..................................................................152

Gambar 4.62. Voucher tampak belakang.............................................................152

Gambar 4.63. Facebook ads.................................................................................153

Gambar 4.64. Instagram profile dan profile Dharma Kitchen.............................153

Gambar 4.65. Web banner...................................................................................154

Gambar 4.66. Umbul-umbul................................................................................154

Gambar 4.67. Merchandise..................................................................................155

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DAFTAR TABEL

Gambar 2.1. Tabel Media Promosi........................................................................14

Gambar 3.1. Tabel Perbandingan...........................................................................69

Gambar 4.1. Strategi AISAS................................................................................106

Gambar 4.2. Budgeting........................................................................................156

Gambar 4.3. Media Plan......................................................................................157

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DAFTAR LAMPIRAN

LAMPIRAN A: LEMBAR ASISTENSI.........................................................xxiv

LAMPIRAN B: SKETSA-SKETSA.................................................................xxv

Documents

PERANCANGAN PROMOSI DHARMA KITCHEN · 2020. 1. 17. · PERANCANGAN PROMOSI DHARMA KITCHEN Laporan Tugas Akhir Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)