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PENGANTAR KARYA
TUGAS AKHIR
PERANCANGAN PROMOSI KEDAI OKE KOPI MELALUI
MEDIA KOMUNIKASI VISUAL
Disusun Guna Melengkapi dan Memenuhi Persyaratan
Mencapai Gelar Sarjana Seni Rupa
Program Studi Desain Komunikasi Visual
Disusun oleh :
Reza Sandy Wardana
C0712034
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL
FAKULTAS SENI RUPA DAN DESAIN
UNIVERSITAS SEBELAS MARET
SURAKARTA
2016
ii
iii
iv
v
PERSEMBAHAN
Karya ini saya persembahkan untuk:
Ayah Ibu tercinta, Kakak Adik, Teman hidup saya, dosen-dosen DKV, Teman-
teman DKV 2012 dan Universitas Sebelas Maret Surakarta yang telah mendukung
perancangan ini.
vi
MOTTO
Design is a funny word. Some people think design means how it looks. But of
course, if you dig deeper, it‟s really how it works.
-Steve Jobs -
vii
KATA PENGANTAR
Puji syukur penulis panjatkan kepada Allah SWT yang telah memberikan
limpahan rahmat, hidayah, serta ridho hingga penulis dapat menyelesaikan Karya
Tugas Akhir ini dengan baik. Dengan bantuan, bimbingan, dan arahan dari
berbagai pihak, penulisan Tugas Akhir dengan judul PERANCANGAN
PROMOSI KEDAI OKE KOPI MELALUI MEDIA KOMUNIKASI VISUAL
dapat terselesaikan dengan baik. Untuk itu penulis ingin menyampaikan rasa
terimakasih kepada:
1. Drs. Ahmad Adib, M.Hum, Ph.D selaku Dekan Fakultas Seni Rupa dan
Desain Universitas Negeri Sebelas Maret Surakarta.
2. Dr. Deny Tri Ardianto, S.Sn, Dipl.Art selaku Pembimbing I dan Ketua
Program Studi S1 Desain Komunikasi Visual Universitas Negeri Sebelas
Maret Surakarta.
3. Sayid Mataram, S.Sn, M.Sn., selaku pembimbing II yang telah mengarahkan
dan memberi masukan yang membangun.
4. Ercilia Rini Octavia, S.Sn., M.Sn., selaku koordinator TA yang telah banyak
membantu dan memberikan pengarahan selama proses perancangan.
5. Seluruh Dosen dan Karyawan Fakultas Seni Rupa dan Desain Universitas
Negeri Sebelas Maret Surakarta, yang telah membantu melancarkan proses
pembuatan Karya Tugas Akhir ini.
6. Kedai OKE Kopi yang telah memberikan waktu untuk penulis melakukan
penelitian.
7. Bp. Darmadi selaku pemilik dari Kedai OKE Kopi yang sudah meluangkan
waktu untuk diwawancara.
8. Teman-teman dan pihak-pihak yang telah membantu penulis dalam
menyelesaikan Karya Tugas Akhir.
Penulis menyadari bahwa dalam penyusunan Proposal Tugas Akhir ini
jauh dari sempurna, karena keterbatasan penulis. Oleh karena itu, saran dan kritik
yang membangun sangat penulis harapkan dari para pembaca. Tak lupa penulis
viii
ucapkan terimaksih dan penulis berharap semoga apa yang telah penulis susun
dalam propsal ini dapat bermanfaat bagi para pembaca.
Surakarta, 9 Juni 2015
Penulis
ix
DAFTAR ISI
HALAMAN JUDUL ........................................................................................... i
HALAMAN PERSETUJUAN ............................................................................ ii
HALAMAN PENGESAHAN ............................................................................. iii
HALAMAN ORISINALITAS TUGAS AKHIR ................................................ iv
HALAMAN PERSEMBAHAN ......................................................................... v
MOTTO .............................................................................................................. vi
KATA PENGANTAR ........................................................................................ vii
DAFTAR ISI ....................................................................................................... xi
DAFTAR GAMBAR .......................................................................................... xii
DAFTAR TABEL ............................................................................................... xv
DAFTAR BAGAN ............................................................................................. xvi
ABSTRAK .......................................................................................................... xvii
ABSTRACT ..........................................................................................................xviii
BAB I. PENDAHULUAN .................................................................................. 1
A. Latar Belakang Masalah............................................................................... 1
B. Rumusan Masalah ........................................................................................ 3
C. Tujuan dan Manfaat Perancangan ................................................................ 3
D. Kerangka Pikir ............................................................................................. 4
E. Metodologi Penelitian .................................................................................. 6
BAB II. KAJIAN TEORI .................................................................................... 11
A. Tinjauan Tentang Promosi ........................................................................... 11
B. Kedai Kopi ................................................................................................... 14
x
C. Kopi ............................................................................................................. 18
D. Media .......................................................................................................... 23
BAB III. IDENTIFIKASI DATA ....................................................................... 25
A. Data Perusahaan ........................................................................................... 25
B. Data Produk ................................................................................................. 31
C. Promosi Yang Pernah Dilakukan ................................................................. 34
D. Target Market .............................................................................................. 37
E. Kompetitor .................................................................................................. 37
F. Analisis SWOT ........................................................................................... 44
G. Positioning .................................................................................................. 49
BAB IV. KONSEP PERANCANGAN .............................................................. 51
A. Metode Perancangan .................................................................................... 51
B. Target Audience ........................................................................................... 52
C. Konsep Kreatif ............................................................................................. 53
D. Standar Visual .............................................................................................. 58
E. Pemilihan Media .......................................................................................... 78
F. Perkiraan Biaya ............................................................................................ 82
BAB V. VISUALISASI KARYA ....................................................................... 84
A. Media Cetak ................................................................................................. 84
B. Buku Menu ................................................................................................... 86
C. Guide Book .................................................................................................. 87
D. Iklan Majalah ............................................................................................... 88
E. Seragam ........................................................................................................ 89
F. Kemasan Cup .............................................................................................. 91
xi
G. X-Banner ..................................................................................................... 92
H. Social Media ............................................................................................... 93
I. Website Interface ......................................................................................... 95
J. Merchandise ................................................................................................. 99
K. Stationary ..................................................................................................... 102
L. Standbooth ................................................................................................... 104
M. Archigraphic ................................................................................................ 105
N. Infographic ................................................................................................... 106
O. Signage ......................................................................................................... 107
BAB VI. PENUTUP ........................................................................................... 108
A. Kesimpulan .................................................................................................. 108
B. Saran ............................................................................................................ 109
DAFTAR PUSTAKA ......................................................................................... 111
LAMPIRAN
xii
DAFTAR GAMBAR
Gambar 2.1 Foto Kedai Kopi .............................................................................. 15
Gambar 2.2 Foto Kedai Kopi .............................................................................. 16
Gambar 2.3 Foto Kedai Kopi .............................................................................. 17
Gambar 2.4 Foto Biji Kopi ................................................................................. 20
Gambar 2.5 Foto Biji Kopi Luwak ..................................................................... 21
Gambar 3.1 Lokasi Kedai OKE Kopi ................................................................. 26
Gambar 3.2 Bagian Dalam Kedai OKE Kopi ..................................................... 27
Gambar 3.3 Peta Lokasi Kedai OKE Kopi ........................................................ 28
Gambar 3.4 Logo Perusahaan ............................................................................. 30
Gambar 3.5 Facebook OKE Kopi ....................................................................... 35
Gambar 3.6 Instagram OKE Kopi ....................................................................... 35
Gambar 3.7 Poster Event OKE Kopi .................................................................. 36
Gambar 3.8 Poster Event OKE Kopi .................................................................. 36
Gambar 3.9 Logo Kopi Joko .............................................................................. 38
Gambar 3.10 Instagram Kopi Joko ..................................................................... 38
Gambar 3.11 Archigraphic Kopi Joko ................................................................ 39
Gambar 3.12 Logo Ngopi Serius ........................................................................ 40
Gambar 3.13 Instagram Ngopi Serius ................................................................. 40
Gambar 3.14 Twitter Ngopi Serius ..................................................................... 41
Gambar 3.15 Facebook Ngopi Serius ................................................................. 41
Gambar 3.16 Archigraphic Ngopi Serius............................................................ 42
Gambar 3.17 Infografik Ngopi Serius ................................................................ 42
xiii
Gambar 3.18 Poster Publikasi Event Ngopi Serius ............................................. 43
Gambar 3.19 Poster Publikasi Event Ngopi Serius ............................................. 43
Gambar 3.20 Poster Publikasi Event Ngopi Serius ............................................. 43
Gambar 4.1 Logo Perusahaan ............................................................................. 60
Gambar 4.2 Referensi Gaya Layout Desain ........................................................ 62
Gambar 4.3 Referensi Gaya Layout Desain ........................................................ 62
Gambar 4.4 Referensi Gaya Layout Desain ........................................................ 63
Gambar 4.5 Referensi Gaya Layout Desain ........................................................ 63
Gambar 4.6 Referensi Gaya Layout Desain ........................................................ 64
Gambar 4.7 Referensi Gaya Layout Desain ........................................................ 65
Gambar 4.8 Referensi Gaya Layout Desain ........................................................ 65
Gambar 4.9 Referensi Gaya Layout Desain ........................................................ 65
Gambar 4.10 Contoh Ilustrasi Foto ..................................................................... 66
Gambar 4.11 Contoh Ilustrasi Foto ..................................................................... 66
Gambar 4.12 Contoh Ilustrasi Foto ..................................................................... 67
Gambar 4.13 Contoh Ilustrasi Foto ..................................................................... 67
Gambar 4.14 Contoh Ilustrasi Foto ..................................................................... 67
Gambar 4.15 Contoh Ilustrasi Vector ................................................................. 67
Gambar 4.16 Contoh Ilustrasi Vector ................................................................. 67
Gambar 4.17 Referensi Gaya Desain Flat .......................................................... 72
Gambar 4.18 Referensi Gaya Desain Flat .......................................................... 72
Gambar 4.19 Referensi Gaya Desain Flat .......................................................... 73
Gambar 4.20 Referensi Gaya Desain Flat .......................................................... 73
Gambar 4.21 Referensi Gaya Desain Retro ........................................................ 74
xiv
Gambar 4.22 Referensi Gaya Desain Retro ........................................................ 75
Gambar 4.23 Referensi Gaya Desain Retro ........................................................ 75
Gambar 4.24 Referensi Gaya Desain Retro ........................................................ 76
Gambar 4.25 Referensi Gaya Desain Vintage..................................................... 77
Gambar 4.26 Referensi Gaya Desain Vintage..................................................... 77
xv
DAFTAR TABEL
Tabel 3.1 Tabel analisis SWOT .......................................................................... 45
Tabel 4.1 Tabel Perkiraan Biaya ......................................................................... 82
xvi
DAFTAR BAGAN
Bagan 1.1 Kerangka Pikir ................................................................................... 5
Bagan 4.1 Konsep perancangan promosi kedai OKE Kopi ........................................... 52
Bagan 4.2 Konsep program AISAS „Kedai OKE Kopi‟ ...................................................... 57
xvii
Perancangan Promosi Kedai OKE Kopi Melalui Media Komunikasi Visual
---------------------------------------------------------------------------------------------------
Reza Sandy Wardana1
Dr. Deny Tri Ardianto, Dipl.Art.2 Sayid Mataram, S.Sn, M.Sn.
3
ABSTRAKSI
Pengantar karya Tugas Akhir ini berjudul “Perancangan Promosi Kedai OKE
Kopi Melalui Media Komunikasi Visual”. Adapun permasalahan yang dikaji
adalah : (1) Bagaimana merancang strategi kreatif promosi Kedai OKE Kopi guna
menarik minat masyarakat kota Solo? (2) Bagaimana merancang media yang
diperlukan untuk mendukung kegiatan promosi kedai OKE Kopi guna menarik
minat masyarakat kota Solo?. Budaya minum kopi di Indonesia memang telah ada
sejak jaman dulu. Sampai sekarang penikmat kopi juga masih banyak, mulai dari
anak muda sampai orang tua. Kota Solo sendiri sudah ada beberapa kedai kopi
yang bermunculan. Salah satunya adalah Kedai OKE Kopi yang terletak di daerah
Ketelan Solo. karena kurangnya promosi yang dilakukan Kedai OKE Kopi
membuat kedai ini belum begitu dikenal masyarakat. Oleh karena itu, dengan
adanya perancangan visual sebagai bentuk promosi ini diharapkan dapat lebih
mengenalkan Kedai OKE Kopi dikalangan remaja Kota Solo.
1 Mahasiswa Prodi S1 Desain Komunikasi Visual FSRD UNS
2 Dosen Pembimbing I
3 Dosen Pembimbing II
xviii
The Visual Planning As The Promotion Media Of OKE Coffe Shop Through
Visual Communication Media
---------------------------------------------------------------------------------------------------
Reza Sandy Wardana4
Dr. Deny Tri Ardianto, Dipl.Art.5 Sayid Mataram, S.Sn, M.Sn.
6
ABSTRACT
Reza sandy wardana. 2016. The introduction to artwork of the final project report
entitled "the visual planning as the promotion media of OKE coffe shop through
visual communication media". There are any studied problem i.e.
1. How to set up the creative promotion strategy of OKE coffee shop to get the
interest of Solo city citizen? 2. How to set up the obtained media to support the
promottion activity of OKE coffee shop to get the interest of Solo city citizen?
The coffee drinking culture in Indonesia has existed since long time ago. At
recent, there are many people who like drinking coffee, from children up to old
people. In Solo, there are many cofee shop, e.g. OKE coffee shop which ia located
at Ketelan, Solo. Due to lack of the promotion activity conducted by OKE coffee
shop, it causes this coffee shop is not well-known in Solo. Therefore, by the visual
setting, it is expected that this coffee shop will be well-known by Solo people,
particularly by teenager.
4 The student of Visual Communication Design Faculty of Art and Design Sebelas Maret
University
5 Guide Lecture I
6 Guide Lecture II
