Rosyid, Muhammad Fadhilla (2023) Perancangan Video Promosi Untuk Pengenalan Specialty Coffee Di Kota Surabaya Dan Sekitarnya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Specialty Coffee merupakan jenis produk kopi artisan yang memiliki standar kualitas. Namun di mata konsumen, specialty coffee tidak diketahui eksistensinya sehingga produk ini kesulitan untuk bersaing di pasar. Sehingga specialty coffee ini perlu dikenalkan. Hal yang perlu dikenalkan adalah value dari specialty coffee yaitu kualitas produk dan budaya ngopi-nya. Platform Instagram bisa menjadi strategi yang efektif dan efesien untuk proses mengenalkan melalui konten visual maupun audio visual untuk para konsumen kopi. Perancangan ini akan menciptakan sebuah media beserta strateginya untuk mengenalkan konsumen kopi Surabaya dan sekitarnya mengenai value dari specialty coffee. Metode penelitian yang akan digunakan pada perancangan ini adalah depth interview dengan stakeholder untuk mencari data mengenai kriteria dari coffee shop specialty coffee. Penelitan observasi untuk melalukan penelitian pada coffee shop yang menjual specialty coffee. Penelitian Persona untuk mengenal profile target audien. Penelitian dilanjutkan pada proses studi eksplorasi visual seperti menciptakan alternatif dari identitas visual untuk entitas media konten. Hasil studi eksplorasi tersebut kemudian dilanjutkan pada penelitian Focus Group Discussion untuk mendiskusikan mengenai konten pilar. Setelah diskusi FGD, maka peneliti akan menyiapkan rancangan visual konten seperti moodboard, script, storyboard yang kemudian setelah tahap produksi akan masuk ke fase post produksi (editing). Perancangan yang menciptakan sebuah media yang menjadikan specialty coffee dan budaya ngopi sebagai konten pada media ini. media Instagram ini menggunakan strategi konten pilar untuk mengelompokan konten berdasarkan engagement, education, community, promotional & entertainment. Perancangan ini bertujuan untuk mengenalkan kualitas dan budaya yang dibawa kepada konsumen dan penggiat kopi dari specialty coffee
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Specialty Coffee is a type of artisan coffee product that has quality standards. However, in the eyes of consumers, the existence of specialty coffee is not known, so it is difficult for this product to compete in the market. So this specialty coffee needs to be introduced. What needs
to be introduced is the value of specialty coffee, namely the quality of the product and the coffee culture. The Instagram platform can be an effective and efficient strategy for the process of introducing through visual and audio-visual content to coffee consumers. This design will create a media along with its strategy to introduce coffee consumers in Surabaya and its surroundings about the value of specialty coffee. The research method that will be used in this design is in-depth interviews with stakeholders to find data regarding the criteria of a specialty coffee coffee shop. Observational research to conduct research on coffee shops that sell specialty coffee. Persona research to get to know the profile of the target audience. Research continues on the process of visual exploration studies such as creating alternative visual identities for content media entities. The results of the exploratory study were then continued in Focus Group Discussion research to discuss the pillar content. After the FGD discussion, the researcher will prepare visual content designs such as moodboards, scripts, storyboards which then after the production stage will enter the post-production (editing) phase. A design that creates a media that makes specialty coffee and coffee culture the content in this media. This Instagram media uses a pillar content strategy to group content based on engagement, education, community, promotional & entertainment. This design aims to introduce the quality and culture brought to consumers and coffee enthusiasts from specialty coffee.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Strategi media, Specialty Coffee; Edukasi, Kualitas dan budaya ngopi |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. P Language and Literature > PN Literature (General) > PN1992.94 Video recordings--Production and direction. T Technology > TR Photography > TR845 Cinematography. Video recordings. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Product Design > 90231-(S1) Undergraduate Thesis |
| Depositing User: | Muhammad Fadhilla Rosyid |
| Date Deposited: | 23 Aug 2023 02:55 |
| Last Modified: | 23 Aug 2023 02:55 |
| URI: | http://repository.its.ac.id/id/eprint/101504 |
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