Perancangan Video Eksplanasi Tutug Oncom untuk Meningkatkan Brand Image Kuliner Warisan Tasikmalaya

Aurel, Catherine (2026) Perancangan Video Eksplanasi Tutug Oncom untuk Meningkatkan Brand Image Kuliner Warisan Tasikmalaya. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5030221065_Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (7MB) | Request a copy

Abstract

Tutug Oncom merupakan kuliner warisan khas Tasikmalaya yang memiliki potensi besar sebagai daya tarik wisata gastronomi, namun tingkat awareness masyarakat, terutama Generasi Z, masih rendah karena promosi digital yang belum optimal. Penelitian ini bertujuan merancang strategi perancangan video eksplanasi dengan pendekatan visual storytelling untuk meningkatkan brand image Tutug Oncom. Metodologi yang digunakan adalah pendekatan kualitatif yang meliputi studi literatur, observasi lapangan, serta wawancara mendalam (depth interview) dengan pelaku UMKM, pembina komunitas, ahli media sosial, dan ilustrator. Hasil riset menunjukkan bahwa audiens membutuhkan konten yang singkat, informatif, dan dinamis. Berdasarkan temuan tersebut, dirancang video dengan big idea “Ditutug Rasana, Dicaritakeun Budayana” yang menggabungkan elemen live footage dan motion graphic untuk menyampaikan sejarah, proses pembuatan, hingga nilai gizi Tutug Oncom. Hasil user test terhadap 47 responden Generasi Z menunjukkan bahwa video ini sangat efektif dengan nilai rata-rata aspek materi sebesar 4,68 dan aspek visual sebesar 4,65 (kategori Sangat Baik). Video ini berhasil meningkatkan pemahaman dan ketertarikan responden untuk mencoba Tutug Oncom secara langsung.
====================================================================================================================================
Tutug Oncom is a traditional culinary heritage of Tasikmalaya with significant potential as a gastronomic tourism attraction. However, public awareness, particularly among Generation Z, remains relatively low due to the limited optimization of digital promotional media. This study aims to design an explanatory video employing a visual storytelling approach to strengthen the brand image of Tutug Oncom. This research adopted a qualitative approach consisting of a literature review, field observations, and in-depth interviews with MSME owners, community facilitators, a social media specialist, and an illustrator. The findings revealed that the target audience prefers concise, informative, and visually engaging content. Based on these findings, an explanatory video was developed under the big idea “Ditutug Rasana, Dicaritakeun Budayana” by integrating live footage and motion graphics to present the history, preparation process, and nutritional value of Tutug Oncom. A user test involving 47 Generation Z respondents demonstrated that the video was highly effective, achieving an average score of 4.68 for the material aspect and 4.65 for the visual aspect, both categorized as “Excellent.” The results indicate that the video successfully enhanced the audience’s understanding of Tutug Oncom and increased their interest in experiencing the traditional dish firsthand.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	tutug oncom, video eksplanasi, brand image, kuliner lokal, media sosial, generasi z, tutug oncom, explanation video, brand image, local culinary, media sosial, generation z
Subjects:	T Technology > TR Photography > TR845 Cinematography. Video recordings.
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Catherine Aurel
Date Deposited:	27 Jul 2026 07:04
Last Modified:	27 Jul 2026 07:04
URI:	http://repository.its.ac.id/id/eprint/137958

Actions (login required)

View Item