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 3.13. 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