perancangan media promosi cafe mussin corner … · komunikasi visual . disusun guna melengkapi dan...
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PENGANTAR KARYA TUGAS AKHIR
PERANCANGAN MEDIA PROMOSI CAFE
MUSSIN CORNER MELALUI MEDIA
KOMUNIKASI VISUAL
Disusun Guna Melengkapi dan Memenuhi Persyaratan Mencapai Gelar Sarjana Seni Rupa
Program Studi S1 Desain Komunikasi Visual
Disusun Oleh :
Achmad Caessar Abdaullah
C0710001
PROGRAM STUDI S1 DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
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HALAMAN PERSEMBAHAN
Karya ini penulis persembahkan kepada :
Keluargatercinta,Sahabatkesayangandanteman-teman
yang tiada hentinya memberikan semangat,
doa dan dukungan materi
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HALAMAN MOTTO
“Menyerah sama dengan bodoh”
“Courage take distance higher than inteligent
(Kesuksesan itu jauh lebih tinggi dibanding kecerdasan)”
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KATA PENGANTAR
Puji syukur kepada Tuhan YME atas segala limpahan rahmat dan hidayat
sehingga Tugas Akhir ini dapat terselesaikan dengan judul perancangan
promosicafeMussin Corner melalui media komunikasi visual.
Dalam penyusunan Tugas Akhir ini, penulis telah banyak sekali menerima
bimbingan dan dukungan dari berbagai pihak.Dalam kesempatan ini penulis ingin
mengucapkan terima kasih yang sebesar-besarnya kepada:
1. Drs. Ahmad Adib M.Hum., Ph.D. selaku Dekan Fakultas SeniRupadanDesain
dan seluruh jajaran,
2. Dr. Deny Tri ArdiantoS.Sn.,Dipl.Art. selaku Ketua Jurusan Desain
Komunikasi Visual Fakultas SeniRupadanDesain,
3. Ercilia Rini Octavia, S.Sn., M.Sn. selaku Pembimbing Akademik,
4. Ercilia Rini Octavia, S.Sn., M.Sn. selaku Koordinator Tugas Akhir,
5. EstyWulandari, S.Sos.,M.Si. selaku Dosen Pembimbing I Tugas Akhir yang
telah memberikan bimbingan dan pengarahan,
6. AriefImanSantoso, S.Sn., M.Sn. selaku Dosen Pembimbing II Tugas Akhir
yang telah memberikan bimbingan dan pengarahan,
7. Seluruh Staff Pengajar yang telah memberikan bekal ilmu dan bimbingan
kuliah serta Staff Administrasi yang telah memberikan bantuan administrasi,
8. Kedua Orang Tua Tercinta yang selalu memberikan dukungan doa,
9. Seluruh Keluarga Besar Desain Komunikasi Visual angkatan 2010 yang
selalu memberi motivasi dan dukungan,
10. Seluruhpengelolapemilikdanpengelolacafe MussinCorner.
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Penulis menyadari bahwa penyusunan Pengantar Karya Tugas Akhir ini
masih jauh dari kesempurnaan. Oleh karena itu penulis mengharapkan kritik dan
saran yang bersifat membangun demi kesempurnaan Pengantar Karya Tugas
Akhir ini. Semoga Pengantar Karya Tugas Akhir ini dapat bermanfaat bagi
penulis khususnya dan bagi pembaca umumnya. Atas perhatian dan kerjasamanya
penulis ucapkan terimakasih.
Surakarta, 27Juni 2016
AchmadCaessarAbdaullah
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DAFTAR ISI
Cover judultugasahkir ...................................................................................... i
Lembar Persetujuan ......................................................................................... ii
Lembar Pengesahan ........................................................................................ iii
Lembar Pernyataan........................................................................................... iv
LembarPersembahan ........................................................................................ v
Motto ............................................................................................................... vi
Kata Pengantar ................................................................................................ vii
DAFTAR ISI .................................................................................................. ix
DAFTAR GAMBAR ..................................................................................... xiii
DAFTAR BAGAN ............................................................................................ xv
DAFTAR TABEL .......................................................................................... xvi
ABSTRAK ...................................................................................................... xvii
ABSTRACT .................................................................................................... xviii
BAB I PENDAHULUAN ..................................................................................... 1
A. Latar Belakang ................................................................................ .1
B. Perumusan Masalah ......................................................................... 2
C. Tujuan Perancangan ........................................................................ 2
D. Metode Penelitian ........................................................................... 3
BAB II KAJIAN TEORI .......................................................................................... 6
A. Perancangan ..................................................................................... 8
B. Promosi ............................................................................................. 9
1. PengertianPromosi ...................................................................... 9
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2. IklanBagiandariPromosi ........................................................... 10
3. StrategiPromosi ........................................................................ 17
C. Cafe................................................................................................. 19
D. Komunikasi Visual ........................................................................ 19
1. Komunikas ................................................................................ 19
2. Visual ........................................................................................ 22
BAB III IDENTIFIKASI DATA ......................................................................... 29
A. Profil Cafe Mussin Corner.............................................................. 29
1. Produk Cafe Mussin Corner .................................................... 33
2. Promosi yang pernahdilakukanMussin Corner ....................... 37
B. Kompetitor ...................................................................................... 40
1. Wheelfood ................................................................................ 40
1. ProdukAngkringanWheelfood ............................................ 42
2. Promosi yang di lakukanAngkringanWheelfood ............... 43
2. Coffe Break ............................................................................. 43
1. Promosi yang di lakukanCoffe Break ................................ 45
C. Analisa SWOT............................................................................... 48
BAB IV KONSEP PEMIKIRAN DESAIN ......................................................... 51
A. Target Audience ............................................................................. 51
1. Target Audience ...................................................................... 51
B. Konsep Kreatif ............................................................................... 52
1. Pendekatan USP ...................................................................... 54
2. Positioning ............................................................................... 55
C. Konsep Karya ................................................................................ 55
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1. SetrategiVisual Verbal .............................................................. 55
2. Setrategi Visual non Verbal ..................................................... 57
D. Pemilihan Media ............................................................................ 63
1. Media liniatas ........................................................................... 63
2. Media linibawah ....................................................................... 63
E. Prediksi Biaya ................................................................................ 66
BAB V VISUALISASI KARYA
A. Poster .............................................................................................. 69
B. Flyer ................................................................................................ 71
C. Brosur ............................................................................................. 72
D. Web banner ..................................................................................... 73
E. X-banner ......................................................................................... 74
F. Signage ........................................................................................... 76
G. Celemek .......................................................................................... 77
H. Topipegawai ........................... 78
I. Buku menu...................................................................................... 79
J. Flagfood .......................................................................................... 81
K. Packaging ....................................................................................... 82
L. Nota ............................................................................................... 84
M. Stampel ........................................................................................... 85
N. Merchandise ................................................................................... 86
1. Sticker ...................................................................................... 86
2. Tote bag ................................................................................... 87
3. Pin ............................................................................................ 88
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4. Kaos .......................................................................................... 89
5. Topi trucker cap ....................................................................... 90
BAB VI PENUTUP
A. KESIMPULAN .............................................................................. 91
B. SARAN........................................................................................... 92
Daftar Pustaka
Lampiran
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DAFTAR GAMBAR
Gambar 3.1 Logo Mussin Corner .......................................................................... 30
Gambar 3.2 Cafe Mussin Corner ........................................................................... 31
Gambar 3.3 TempatdudukpengunjungMussin Corner ........................................... 31
Gambar 3.4 Stand both dan neon box Mussin Corner ........................................... 32
Gambar 3.5 MejaKursiMussin Corner ................................................................... 32
Gambar 3.6 Buku menu halamanminuman ............................................................ 34
Gambar 3.7 Buku menu halamanminuman ............................................................ 35
Gambar 3.8 Strawberry Red Spreaded Waffle ....................................................... 36
Gambar 3.9 ChocodarkSnello Waffle (Coklat) ...................................................... 36
Gambar 3.10Buku menu halamanmakanan ........................................................... 37
Gambar3.11BrosurMussin corner saatpertamadibuka ........................................... 38
Gambar 3.12 Profilakun twitter Mussin corner...................................................... 39
Gambar 3.13 ProfilakunInstagramMussin corner .................................................. 39
Gambar 3.14 TampakdepanangkringanWheelfood ............................................... 41
Gambar 3.15 Tempat order dankasirangkringanWheelfood .................................. 41
Gambar 3.16 menu angkringanWheelfood ............................................................ 42
Gambar 3.17 ProfilakuninstagramangkringanWheelfood ..................................... 43
Gambar 3.18 Neon Box Coffee Break...................................................................44
Gambar 3.19 Tampakdepankedai Coffee Break..................................................45
Gambar 3.20 Mejakasirkedai coffee break ............................................................ 45
Gambar 3.21 Profilakuninstagram Coffee break ................................................... 45
Gambar 3.22.Profilakun Twitter Coffee break ...................................................... 46
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Gambar 3.23.Brosurcoffee break ........................................................................... 46
Gambar 3.24 Voucher belanjabadsinnerdi akuninstagramcoffe break .................. 47
Gambar 3.25 Voucher belanjaoesman di akuninstagramcoffe break..................... 47
Gambar 3.26 Vouherbelanjamaddog di akuninstagramcoffe break ....................... 47
Gambar 4.1Logo cafeMussin Corner ..................................................................... 58
Gambar 5.1 Poster cafeMussin Corner .................................................................. 69
Gambar 5.2 Flyer cafeMussin Corner .................................................................... 71
Gambar 5.3 BrosurcafeMussin Corner .................................................................. 72
Gambar 5.4 Web cafeMussin Corner ..................................................................... 73
Gambar 5.5 X-Banner cafeMussin Corner............................................................. 74
Gambar 5.6 Signage cafeMussin Corner ............................................................... 76
Gambar 5.7Celemek Signage cafeMussin Corner ................................................. 77
Gambar 5.8 Topipegawaicafe Mussin Corner ....................................................... 78
Gambar 5.9 Buku menu cafe Mussin Corner ......................................................... 79
Gambar 5.10 Flagfoodcafe Mussin Corner ............................................................ 81
Gambar 5.11 Cup cafe Mussin Corner ................................................................... 82
Gambar 5.12 Packaging makanancafe Mussin Corner .......................................... 83
Gambar 5.13 Notacafe Mussin Corner................................................................... 85
Gambar 5.14 Stampelcafe Mussin Corner ............................................................. 87
Gambar 5.15 Sticker cafe Mussin Corner .............................................................. 88
Gambar 5.16 Tote bag cafe Mussin Corner ........................................................... 89
Gambar 5.17 Pin cafe Mussin Corner .................................................................... 90
Gambar 5.18 Kaoscafe Mussin Corner .................................................................. 91
Gambar 5.19 TopiTrucker cap ............................................................................... 92
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DAFTAR BAGAN
Bagan 1.1 Model Analisa Interaktif ......................................................................... 5
Bagan 1.2 Kerangka Pikir Konsep Perancangan...................................................... 6
Bagan 4.1 Konsep Perancangan Promosi cafe Mussin Corner .............................. 51
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DAFTAR TABEL
Tabel 3.1 Analisis SWOT ...................................................................................... 49
Tabel 4.1 Prediksi Harga ........................................................................................ 67
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PERANCANGAN MEDIA PROMOSICAFE MUSSIN CORNER MELALUI MEDIA KOMUNIKASI VISUAL
ACHMAD CAESSAR ABDAULLAH1
EstyWulandari, S.Sos.,M.Si.2AriefImanSantoso, S.Sn., M.Sn.3
ABSTRAK
Achmad Caessar Abdaullah. 2016. Pengantar karya Tugas Akhir ini berjudul “Perancangan Promosi Cafe Mussin Corner Melalui Media Komunikasi Visual”.Adapun permasalahan yang dikaji adalah: (1) Bagaimana Merancang strategi Promosi Cafe Mussin Corner agar dapat dikenal Masyarakat di Kabupaten Sukoharjo? (2) Bagaimana memilih elemen media promosi yang tepat, efektif, dan komunikatif untuk memperkenalkan Cafe Mussin Corner? Tujuan dari perancangan ini adalah untuk Merancang strategi promosi Cafe Mussin Corner agar mampu menarik perhatian masyarakat dan mengetahui keberadaa cafe/ tempat nongkrong melalui pemilihan komunikasi visual yang tepat serta merancang media promosi yang tepat, efektif, dan komunikatif untukmempromosikan Cafe Mussin Corner adalah Mussin Corner adalah cafe yang berada di tepian jalan termasuk dalam jenis street cafe yang baru dibuka pada bulan Desember 2015 dengan menu unggulan waffle dan Milkshake. Ada juga menu makanan dan minuman yang beragam dengan harga terjangkau, ditambah juga meja dan kursi yang minimalis menjadikan suasana nongkrong ditempat terbuka yang nyaman dan santai untuk nongkrong masyarakat Sukoharjo khusunya kalangan anak muda.Namun kurangnya promosi yang dilakukan oleh pengelola menjadikannya cafe tersebut kurang dikenal oleh masyarakat Sukoharjo dan kalangan anak muda. Oleh karena itu, dengan adanya perancangan promosi Cafe Mussin corner ini diharapkan dapat menambah eksistensi Cafe Mussin Corner Sehingga dapat di ketahu dan dikenal yang berkunjung ke cafe tersebut.
1 Mahasiswa Desain Komunikasi Visual Fakultas Seni RupaDesain Universitas Sebelas Maret Surakarta NIM C0710001 2 Dosen Pembimbing 1 3 Dosen Pembimbing 2
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PERANCANGAN MEDIA PROMOSICAFE MUSSIN CORNER MELALUI MEDIA KOMUNIKASI VISUAL
ACHMAD CAESSAR ABDAULLAH1
EstyWulandari, S.Sos.,M.Si.2AriefImanSantoso, S.Sn., M.Sn.3
ABSTRACT
Achmad Caessar Abdaullah. 2016. The introduction to the work of this final project entitled "promotion of the design of Cafe Corner Mussin via the medium of Visual communication". As for the issues examined are: (1) how to design a promotional strategy CafeMussin Corner in order to be recognized in Sukoharjo Regency? (2) how to choose the right promotional media elements, effective, and communicative to introduce MussinCafe Corner? The purpose of this design is to design a promotional strategy CafeMussin Corner to draw attention to the community and find out the keberadaacafe/hangout through the selection of the right visual communication as well as devising media promotion of proper, effective, and communicative to promote CafeMussinMussin Corner is Corner cafe is located on the edge of the road included in the kind of street cafe recently opened in December 2015 with the flagship menu waffle and Milkshakes. There is also a menu of food and drinks at reasonable prices, plus also tables and chairs which makes minimalist atmosphere to hang out an open place comfortable and relaxing to hang out the community People especially among the young. However, the lack of promotion is done by the person who manages the cafe makes it less known by the general public and among young People. Therefore, with the presence of design promotion Mussin corner Cafe is expected to add the existence of Cafe Mussin Corner so that it can in ketahu and was known to visit the cafe. 1The Students of Visual Communication Design Faculty of Fine Art and Design
SebelasMaretUniversitySurakarta, Student number C0710001 2Guide Lecture 1 3Guide Lecture 2