perancangan promosi es puter & es krim brasilkc.umn.ac.id/10430/1/halaman_awal.pdfes puter &...
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PERANCANGAN PROMOSI
ES PUTER & ES KRIM BRASIL
Laporan Tugas Akhir
Ditulis sebagai syarat untuk memperoleh gelar Sarjana Desain (S.Ds.)
Nama : Clara Mikhaella
NIM : 00000010970
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
UNIVERSITAS MULTIMEDIA NUSANTARA
TANGERANG
2019
LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT
Saya yang bertanda tangan di bawah ini:
Nama : Clara Mikhaella
NIM : 00000010970
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Universitas Multimedia Nusantara
Judul Tugas Akhir :
PERANCANGAN PROMOSI
ES PUTER & ES KRIM BRASIL
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
ii
gelar (S.Ds.) yang telah diperoleh, serta sanksi lainnya sesuai dengan norma yang
berlaku di Universitas Multimedia Nusantara.
Tangerang, 26 Mei 2019
Clara Mikhaella
iii
HALAMAN PENGESAHAN TUGAS AKHIR
PERANCANGAN PROMOSI
ES PUTER & ES KRIM BRASIL
Oleh
Nama : Clara Mikhaella
NIM : 00000010970
Program Studi : Desain Komunikasi Visual
Fakultas : Seni & Desain
Tangerang, 21 Juni 2019
.
Pembimbing
Ardyansyah, S.Sn., M.M., M.Ds.
Ketua Program Studi
Mohammad Rizaldi, S.T., M.Ds.
Penguji
Mohammad Rizaldi, S.T., M.Ds.
Ketua Sidang
Zamzami Almakki, S.Pd., M.Ds.
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KATA PENGANTAR
Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa untuk rahmat dan
hikmat-Nya sehingga penulis dapat menyelesaikan Tugas Akhir ini dengan baik
dan tepat waktu. Penulis mengangkat topik media promosi untuk sebuah toko es
mambo yang bernama Es Puter & Es Krim Brasil, yang biasa juga dikenal dengan
sebutan pendeknya yaitu Es Brasil.
Penulis tertarik dengan topik promosi Es Puter & Es Krim Brasil
dikarenakan Es Puter & Es Krim Brasil ini merupakan salah satu toko es mambo
tertua di Jakarta yang sudah berdiri sejak tahun 1989. Sebelum toko pertamanya
yang berada di Jakarta didirikan, toko Es Puter & Es Krim Brasil yang awalnya
merupakan kedai kopi ini mulai berkembang di Purwokerto sejak tahun 1969.
Penulis ingin mempromosikan dan meningkatkan awareness masyarakat terhadap
produk dalam negeri seperti es mambo Brasil ini. Maka dari itu, penulis
mengangkat topik promosi sebab dengan promosi yang tepat dan sesuai dapat
membuat calon konsumer aware dan tertarik pada sebuah merek.
Sekiranya Tugas Akhir ini menarik untuk dibaca oleh adik-adik kelas
ataupun para calon desainer sebab di dalamnya terdapat tahap-tahap mendesain
dan pengalaman penulis selama pembuatan karya, mulai dalam pencarian latar
belakang masalah hingga proses terciptanya sebuah promosi tersebut. Penulis juga
berharap Tugas Akhir ini bisa bermanfaat dan memajukan toko Es Puter & Es
Krim Brasil agar es tradisional seperti yang dijual toko Es Puter & Es Krim Brasil
tetap terus berjaya dan semakin dikenal masyarakat.
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Penulis mengucapkan terima kasih kepada pihak-pihak yang telah
membantu dalam proses pembuatan Tugas Akhir ini dari awal hingga akhir.
Terima kasih kepada :
1. Mohammad Rizaldi, S.T., M.Ds. selaku Ketua Program Studi
2. Ardyansyah selaku Dosen Pembimbing
3. Ibu Lanny selaku Pemilik Es Puter & Es Krim Brasil
4. Pihak-pihak yang langsung terkait dengan proses penulisan Tugas
Akhir/Skripsi
5. Keluarga dekat
Tangerang, 28 Mei 2019
Clara Mikhaella
vi
ABSTRAKSI
Penilitian ini dibuat dengan tujuan utama untuk merancang promosi Es Puter & Es
Krim Brasil. Toko Es Puter & Es Krim Brasil ini menjual berbagai macam es
tradisional seperti es mambo, es potong dan es krim cup, dengan bermacam
pilihan rasa dan bahan-bahan alami, yang saat ini sudah mulai jarang ditemukan.
Di tengah munculnya banyak toko es krim yang kekinian dan bervariasi, Es Puter
& Es Krim Brasil tetap berdiri teguh menjaga nilai tradisionalnya yang menjadi
citra unik Es Puter & Es Krim Brasil itu sendiri. Penilitian ini dilakukan karena
penulis menemukan fakta bahwa toko Es Puter & Es Krim Brasil masih kurang
dikenal masyarakat walaupun sudah berdiri cukup lama sehingga penulis ingin
merancang promosi untuk Es Puter & Es Krim Brasil. Perancangan promosi ini
bertujuan untuk menciptakan promosi Es Puter & Es Krim Brasil yang baru dan
menarik agar Es Puter & Es Krim Brasil dapat beradaptasi sesuai dengan
perkembangan jaman dan semakin dikenal oleh masyarakat. Penilitian ini meliputi
observasi lapangan dan wawancara. Hasil data kemudian diolah oleh penulis
untuk merancang promosi Es Puter & Es Krim Brasil.
Kata kunci : Promosi, Es Mambo, Brasil
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ABSTRACT
This research was made with the main aim to design the promotion of Es Puter &
Es Krim Brasil. Es Puter & Es Krim Brasil shop sells various kinds of traditional
ice cream such as mambo ice, cutted ice and ice cream in a cup, with a wide
selection of flavors and natural ingredients, which are now rare to find. In the
midst of the emergence of many new style and varied ice cream shops, Es Puter &
Es Krim Brasil still stands firm in maintaining it’s traditional value which is the
unique point of Es Puter & Es Krim Brasil itself. This research was carried out
because the writer found the fact that the public is still unfamiliar with Es Puter &
Es Krim Brasil shop even though it had been standing long enough, so then the
writer decided to design a promotion for Es Puter & Es Krim Brasil. The design
of this promotion aims to create a new and exciting promotion of Es Puter & Es
Krim Brasil so that Es Puter & Es Krim Brasil can adapt according to the times
and are increasingly recognized by the public. This research includes field
observations and interviews. The results of the data were then processed by the
writer to design the promotion of Es Puter & Es Krim Brasil.
Keywords: Promotion, Mambo Ice, Brasil
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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 ................................................................................... XVIIII
BAB I PENDAHULUAN.......................................................................................... 1
1.1. Latar Belakang .............................................................................................. 1
1.2. Rumusan Masalah ......................................................................................... 3
1.3. Batasan Masalah ........................................................................................... 3
1.4. Tujuan Tugas Akhir ...................................................................................... 4
1.5. Manfaat Tugas Akhir .................................................................................... 4
BAB II TINJAUAN PUSTAKA .............................................................................. 6
2.1. Promosi .......................................................................................................... 6
2.1.1. Definisi Promosi ................................................................................ 6
2.1.2. Tujuan Promosi ................................................................................. 6
2.1.3. Manfaat Promosi ............................................................................... 7
2.1.4. Jenis-Jenis Promosi ........................................................................... 7
2.1.5. Strategi Promosi .............................................................................. 11
2.2. Iklan ............................................................................................................. 16
2.2.1. Definisi Iklan ................................................................................... 16
2.2.2. Tujuan Iklan ..................................................................................... 17
2.2.3. Fungsi Iklan ..................................................................................... 17
2.2.4. Jenis-Jenis Iklan............................................................................... 19
2.2.5. Metode Perancangan Iklan.............................................................. 22
2.2.6. Media Iklan ...................................................................................... 26
2.3. Desain .......................................................................................................... 31
2.3.1. Prinsip Desain .................................................................................. 31
2.3.2. Teori Gambar ................................................................................... 39
2.3.3. Teori Huruf ...................................................................................... 39
2.3.4. Teori Warna ..................................................................................... 46
2.3.5. Teori Layout .................................................................................... 49
BAB III METODOLOGI ...................................................................................... 53
3.1. Metodologi Pengumpulan Data ................................................................ 53
3.1.1. Wawancara....................................................................................... 53
3.1.2. Observasi.......................................................................................... 55
3.1.3. Analisa SWOT................................................................................. 57
3.1.4. Kompetitor ....................................................................................... 57
3.2. Metodologi Perancangan ............................................................................ 60
3.2.1. Overview .......................................................................................... 60
3.2.2. Strategy ............................................................................................ 60
3.2.3. Ideas ................................................................................................. 60
3.2.4. Design .............................................................................................. 61
3.2.5. Production ....................................................................................... 61
3.2.6. Implementation ................................................................................ 61
BAB IV PERANCANGAN ................................................................................... 63
4.1. Perancangan ................................................................................................ 63
4.1.1. Overview .......................................................................................... 63
4.1.2. Strategy ............................................................................................ 63
4.1.3. Ideas ................................................................................................. 64
4.1.3.1. Mindmapping ..................................................................... 64
4.1.3.2. Brainstorming .................................................................... 64
4.1.3.3. Big Idea .............................................................................. 64
4.1.3.4. Konsep Perancangan ......................................................... 67
4.1.3.5. Konsep Copywriting ......................................................... 67
4.1.4. Design .............................................................................................. 68
4.1.5. Production ....................................................................................... 70
4.1.6. Implementation ................................................................................ 70
4.2. Analisis Iklan .............................................................................................. 71
4.2.1. Analisis Layout ................................................................................ 71
4.2.2. Analisis Tipografi ............................................................................ 72
4.2.3. Analisis Warna ............................................................................... 73
4.2.4. Analisis Media Utama .................................................................... 74
4.2.5. Analisis Media Pendukung ............................................................. 77
4.2.5.1. Neon Box Motor................................................................ 77
4.2.5.2. X-Banner ............................................................................ 78
4.2.5.3. Flyer ................................................................................... 80
4.2.5.4. Souvenir ............................................................................. 81
DAFTAR PUSTAKA ........................................................................................ XVIII
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DAFTAR GAMBAR
Gambar 2.1. Promotional Mix .................................................................................... 7
Gambar 2.2. Brochure ............................................................................................... 26
Gambar 2.3. Booklets ................................................................................................ 27
Gambar 2.4. Leaflet ................................................................................................... 28
Gambar 2.5. Broadsheet ........................................................................................... 28
Gambar 2.6. Katalog ................................................................................................. 29
Gambar 2.7. Posters .................................................................................................. 30
Gambar 2.8. Pengulangan ......................................................................................... 32
Gambar 2.9. Variasi .................................................................................................. 33
Gambar 2.10. Ritme .................................................................................................. 34
Gambar 2.11. Keseimbangan Simetris ..................................................................... 35
Gambar 2.12. Keseimbangan Asimetris .................................................................. 36
Gambar 2.13. Penekanan .......................................................................................... 37
Gambar 2.14. Ekonomi ............................................................................................. 38
Gambar 2.15. Bembo Typeface ................................................................................. 40
Gambar 2.16. Centaur Typeface............................................................................... 40
Gambar 2.17. Baskerville Typeface.......................................................................... 41
Gambar 2.18. Bulmer Typeface ................................................................................ 41
Gambar 2.19. Didot Typeface ................................................................................... 42
Gambar 2.20. Melior Typeface ................................................................................. 42
Gambar 2.21. Futura Typeface ................................................................................. 43
Gambar 2.22. Franklin Gothic Typeface ................................................................. 43
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Gambar 2.23. Clarendon Typeface .......................................................................... 44
Gambar 2.24. Rockwell Typeface ............................................................................. 44
Gambar 2.25. Rosewood Typeface ........................................................................... 45
Gambar 2.26. UmbraTypeface.................................................................................. 45
Gambar 2.27. The Color Wheel ................................................................................ 46
Gambar 2.28. Tint ...................................................................................................... 47
Gambar 2.29. Shade .................................................................................................. 47
Gambar 2.30. Hue, Tint, Shade, Tone ...................................................................... 48
Gambar 2.31. Monochromatic .................................................................................. 48
Gambar 2.32. Achromatic ......................................................................................... 49
Gambar 2.33. The Symmetrical Column-Based Grid.............................................. 52
Gambar 2.34. The Symmetrical Module-Based Grid .............................................. 53
Gambar 3.1. Penulis Bersama Pemilik Es Puter & Es Krim Brasil ....................... 56
Gambar 3.2. Macam-Macam Es di Toko Es Puter & Es Krim Brasil ................... 57
Gambar 3.3. Toko Es Puter & Es Krim Brasil ........................................................ 57
Gambar 3.4. Toko Es Puter & Es Krim Brasil ........................................................ 58
Gambar 3.5. Kulkas Es Puter & Es Krim Brasil ..................................................... 58
Gambar 3.6. Logo Njonja Besar ............................................................................... 60
Gambar 3.7. Njonja Besar di SMS ........................................................................... 60
Gambar 3.8. Es Lilin Njonja Besar .......................................................................... 61
Gambar 3.9. Es Potong Njonja Besar....................................................................... 61
Gambar 4.1. Mind Map ............................................................................................. 66
Gambar 4.2. Moodboard ........................................................................................... 69
xv
Gambar 4.3. Modular Grid ....................................................................................... 70
Gambar 4.4. Sketsa Desain ....................................................................................... 71
Gambar 4.5. Visual Utama ....................................................................................... 72
Gambar 4.6. Penerapan Elemen Visual Utama ....................................................... 73
Gambar 4.7. Visual Pendukung ................................................................................ 73
Gambar 4.8. Penerapan Elemen Visual Pendukung................................................ 74
Gambar 4.9. Hasil Akhir Visual Utama ................................................................... 75
Gambar 4.10. Hasil Akhir Visual Pendukung ......................................................... 75
Gambar 4.11. Instagram Ads .................................................................................... 77
Gambar 4.12. Mockup Instagram Post Ads ............................................................. 77
Gambar 4.13. Mockup Instagram Story Ads ............................................................ 77
Gambar 4.14. Facebook Ads ..................................................................................... 78
Gambar 4.15. Mockup Facebook Ads ...................................................................... 78
Gambar 4.16. Website Ads Banner 1 ....................................................................... 79
Gambar 4.17. Website Ads Banner 2 ....................................................................... 79
Gambar 4.18. Mockup Website Ads 1 ...................................................................... 80
Gambar 4.19. Mockup Website Ads 2 ...................................................................... 80
Gambar 4.20. Neon Box Motor................................................................................. 81
Gambar 4.21. Mockup Neon Box Motor .................................................................. 81
Gambar 4.22. X-Banner ............................................................................................ 82
Gambar 4.23. Mockup X-Banner .............................................................................. 82
Gambar 4.24. Flyer ................................................................................................... 83
Gambar 4.25. Mockup Flyer ..................................................................................... 83
xvi
Gambar 4.26. Mockup Stiker .................................................................................... 84
Gambar 4.27. Mockup Tote Bag ............................................................................... 84
Gambar 4.28. Mockup Mug ..................................................................................... 85
Gambar 4.29. Typeface Sunset Serial Bold ............................................................. 87
Gambar 4.30. Headline ............................................................................................. 87
Gambar 4.31. Typeface Arial Rounded MT ............................................................ 87
Gambar 4.32. Color Palette ...................................................................................... 88
Gambar 4.33. Instagram Grid .................................................................................. 89
Gambar 4.34. Facebook Grid ................................................................................... 89
Gambar 4.35. Website Ads Banner Grid .................................................................. 89
Gambar 4.36. Neon Box ........................................................................................... 91
Gambar 4.37. X-Banner ........................................................................................... 92
Gambar 4.38. Flyer .................................................................................................. 92
Gambar 4.39. Stiker ................................................................................................. 93
Gambar 4.40. Tote Bag ............................................................................................ 93
Gambar 4.41. Mug .................................................................................................... 93
xvii
DAFTAR TABEL
Tabel 3.1. SWOT Es Puter & Es Krim Brasil ......................................................... 59
Tabel 4.1. Budgeting ................................................................................................. 94
Tabel 4.2. Media Planning ....................................................................................... 94
xviii
DAFTAR LAMPIRAN
LAMPIRAN A: HASIL WAWANCARA PEMILIK .......................................XX
LAMPIRAN B: HASIL WAWANCARA CALON KONSUMEN ............ XXIV
LAMPIRAN C: LEMBAR BIMBINGAN .................................................... XXIX