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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
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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 3.13. Pendapat
Responden.......................................................................71
Gambar 3.14. Pendapat
Responden.......................................................................72
Gambar 3.15. Pendapat
Responden.......................................................................72
Gambar 3.16. Pendapat
Responden.......................................................................72
Gambar 3.17. Pendapat
Responden.......................................................................73
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