PERANCANGAN KAMPANYE SOSIAL PEMANFAATAN KULIT LUMPIA SEBAGAI WIRAUSAHA KREATIF KULINER DI KOTA SEMARANG
NOVIANTI WIDODO
10.13.0009
PROGRAM STUDI DESAIN KOMUNIKASI VISUAL FAKULTAS ARSITEKTUR DAN DESAIN UNIVERSITAS KATOLIK SOEGIJAPRANATA
SEMARANG 2014
i
PERNYATAAN ORISINALITAS
Nama: Novianti Widodo NIM: 10.13.0009 Program Studi: Desain Komunikasi Visual Fakultas: Arsitektur dan Desain Universitas: Universitas Katolik Soegijapranata
Judul: PERANCANGAN KAMPANYE SOSIAL PEMANFAATAN KULIT LUMPIA SEBAGAI WIRAUSAHA KREATIF DI KOTA SEMARANG
Menyatakan bahwa proyek akhir ini adalah hasil karya saya sendiri serta telah mengikuti peraturan akademik dalam melakukan kutipan. Apabila di kemudian hari ditemukan adanya bukti plagiasi, manipulasi, dan/atau pemalsuan data maupun bentuk-bentuk kecurangan yang lain, saya bersedia menerima sanksi dari Program Studi Desain Komunikasi Visual, Universitas Katolik Soegijapranata Semarang. Demi kepentingan akademis, maka saya bersedia dan menyetujui bentuk publikasi dari karya ilmiah ini.
Semarang, Mei 2014
Novianti Widodo
ii
HALAMAN PENGESAHAN
Judul: PERANCANGAN KAMPANYE SOSIAL PEMANFAATAN KULIT LUMPIA SEBAGAI WIRAUSAHA KREATIF DI KOTA SEMARANG
Nama: Novianti Widodo NIM: 10.13.0009 Program Studi: Desain Komunikasi Visual Fakultas: Arsitektur dan Desain Universitas: Universitas Katolik Soegijapranata
Semarang, Juli 2014
Mengesahkan
Dekan Fakultas Arsitektur dan Desain
Ir. Tri Hesti Mulyani, MT. NIDN. 0611086201
Kaprogdi Desain Komunikasi Visual
Koordinator Proyek Akhir DKV
Ir. Robert Rianto Widjaja, M. T. NIDN. 0627066701
Ir. Robert Rianto Widjaja, M.T. NIDN. 06270066701
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HALAMAN PENGESAHAN
Judul: PERANCANGAN KAMPANYE SOSIAL PEMANFAATAN KULIT LUMPIA SEBAGAI WIRAUSAHA KREATIF DI KOTA SEMARANG
Nama: Novianti Widodo NIM: 10.13.0009 Program Studi: Desain Komunikasi Visual Fakultas: Arsitektur dan Desain Universitas: Universitas Katolik Soegijapranata
Semarang, Juli 2014 Menyetujui Pembimbing I
Pembimbing II
Ir. BPR. Gandhi, M.SA NIDN. 0601035401
Penguji I
Ir. IGN. Dono Sayoso, M.SR. NIDN. 0608075601
Adi Nugroho, S.Ds. NIDN. 0601128201
Penguji II
Drs. Sumbo Tinarbuko, M.Sn. NIP. 19960404 1992031002
iv
Penguji III
Ir. BPR. Gandhi, M.SA NIDN. 0601035401
KATA PENGANTAR
Puji dan Syukur kami panjatkan ke Hadirat Tuhan Yang Maha Esa, karena berkat limpahan Rahmat dan Karunia-nya sehingga penyusunan Laporan Proyek Akhir dengan judul ”Perancangan Kampanye Sosial Pemanfaatan Kulit Lumpia sebagai Wirausaha Kreatif Kuliner di Semarang” dapat terselesaikan dengan baik. Dalam penyusunannya, penulis memperoleh banyak bantuan dari berbagai pihak, karena itu penulis mengucapkan terima kasih yang sebesar-besarnya kepada : 1.
Bapak Adi Nugroho S.Ds, selaku dosen pengampu dan pembimbing Proyek Akhir PA-DKV 04 Unika Soegijapranata, yang selalu meluangkan waktu untuk membimbing dengan sabar di tengah kesibukannya, juga memberikan motivasi dan masukan – masukan yang sangat membantu kepada penulis selama masa penyusunan perancangan Proyek Akhir tersebut
2.
Seluruh dosen Fakultas Arsitektur dan Desain, jurusan Desain Komunikasi Visual Unika Soegijapranata, yang sudah memberikan ilmu dan pengalaman pada penulis, sejak awal perkuliahan sampai selesai
3.
Orang tua dan keluarga penulis, yang selalu memberikan dukungan baik secara materi, moril, dan semangat sejak awal perkuliahan sampai akhir
4.
Rekan – rekan mahasiswa seangkatan dan seperjuangan, yang selalu bersama – sama melalui masa perkuliahan serta saling memberikan dukungan dalam menyelesaikan Proyek Akhir ini. Khususnya, Irma, Hilsa, Jovi, Lina, Jeanny, Maya, dan Linda.
5.
Para responden yang bersedia meluangkan waktu mereka untuk diwawancara, guna bahan riset penelitian dalam penyusunan perancangan Proyek Akhir
6.
Teman – teman dekat penulis yang sudah mendukung dengan memberikan semangat pada penulis
7.
Serta pihak - pihak lain, yang tidak dapat penulis ucapkan satu per satu, yang sudah mendukung penyusunan Proyek Akhir hingga dapat diselesaikan dengan baik.
Dari sanalah semua kesuksesan ini berawal, semoga semua ini bisa memberikan sedikit kebahagiaan dan menuntun pada langkah yang lebih baik lagi. Meskipun penulis berharap isi dari makalah ini bebas dari kekurangan dan kesalahan, namun selalu ada yang kurang. Oleh karena itu, penulis mengharapkan kritik dan saran yang membangun agar makalah ini dapat lebih baik lagi. Akhir kata penulis berharap agar makalah ini bermanfaat bagi semua pembaca.
Penulis
v
DAFTAR ISI
HALAMAN JUDUL ................................................................................................................................... i
II.2.2
Teori Kependudukan ............................................................................................................ 6
PERNYATAAN ORIGINALITAS ............................................................................................................ ii
II.2.3
Teori Psikologi Perkembangan ............................................................................................. 6
HALAMAN PENGESAHAN ................................................................................................................... iii
II.2.4
Teori Sosiologi ..................................................................................................................... 6
HALAMAN PENGESAHAN ................................................................................................................... iv
II.2.5
Teori Perilaku ....................................................................................................................... 7
KATA PENGANTAR ................................................................................................................................ v
II.2.6
Red Ocean dan Blue Ocean Strategy.................................................................................... 7
ABSTRAK................................................................................................................................................. vi
II.2.6.1 Red Ocean Strategy........................................................................................................... 7
DAFTAR ISI ............................................................................................................................................ vii
II.2.6.2 Blue Ocean Strategy.......................................................................................................... 7
DAFTAR GAMBAR .................................................................................................................................. x
II.2.7
Teori Desain ......................................................................................................................... 8
DAFTAR TABEL .................................................................................................................................... xii
II.2.8
Teori Warna .......................................................................................................................... 8
DAFTAR LAMPIRAN ........................................................................................................................... xiii
II.2.9
Teori Komunikasi ................................................................................................................. 9
II.2.10
Teori Komunikasi Visual.................................................................................................... 10
II.2.11
Kampanye Sosial ................................................................................................................ 10
BAB I PENDAHULUAN I.1
Latar Belakang Masalah .................................................................................................................. 1
II.2.12
Media Sosial ....................................................................................................................... 10
I.2
Identifikasi Masalah ........................................................................................................................ 2
II.2.13
Pendekatan Komunikasi A.I.S.A.S ..................................................................................... 11
I.3
Pembatasan Masalah........................................................................................................................ 2
I.4
Perumusan Masalah ......................................................................................................................... 2
II.3.1
Pengangguran ..................................................................................................................... 12
I.5
Tujuan Penelitian ............................................................................................................................. 3
II.3.2
Kewirausahaan.................................................................................................................... 12
I.6
Manfaat Penelitian ........................................................................................................................... 3
II.3.3
Inovasi ................................................................................................................................ 14
I.7
Metode Penelitian ............................................................................................................................ 3
II.3.4
Industri Kreatif ................................................................................................................... 14
I.8
Sistematika Penulisan ...................................................................................................................... 3
II.3.5
Kuliner / Makanan .............................................................................................................. 15
II.3.6
Lumpia (Kulit Lumpia) ...................................................................................................... 15
II.3
BAB II LANDASAN TEORI II.1
Kerangka Berpikir ........................................................................................................................... 5
II.2
Landasan Teori ................................................................................................................................ 5 II.2.1
II.4
Kajian Pustaka ............................................................................................................................... 12
Studi Komparasi ............................................................................................................................ 17
BAB III STRATEGI KOMUNIKASI
Teori Ekonomi ...................................................................................................................... 5
III.1 vii
Analisis .......................................................................................................................................... 19
III.1.1
Analisis SWOT ................................................................................................................... 19
IV.2.1
Logo .................................................................................................................................... 28
III.1.2
Analisis Hasil Interview 1 (Dinas Koperasi dan UMKM Kota Semarang) ........................ 19
IV.2.2
Warna Desain...................................................................................................................... 29
III.1.3
Analisis Hasil Interview 2 (Dinas Industri dan Perdagangan Kota Semarang) .................. 21
III.1.4
Analisis Hasil Interview 3 (Kampung Kulit) ...................................................................... 21
IV.3.1
Web Banner ........................................................................................................................ 30
III.1.5
Analisis Hasil Interview Responden ................................................................................... 22
IV.3.2
Layout Media Online .......................................................................................................... 30
III.2
Sasaran Khalayak .......................................................................................................................... 23
IV.3.3
Poster Seminar .................................................................................................................... 31
III.3
Strategi Komunikasi ...................................................................................................................... 23
IV.3.4
Buku Resep ......................................................................................................................... 31
IV.3 Visualisasi Desain.......................................................................................................................... 30
III.3.1
Strategi Penyampaian Pesan Sosial .................................................................................... 23
IV.3.5
Floor Plan Café .................................................................................................................. 35
III.3.2
Tema Kampanye ................................................................................................................. 23
IV.3.6
Seragam Café ...................................................................................................................... 35
III.3.3
Judul Kampanye ................................................................................................................. 23
IV.3.7
Menu Café .......................................................................................................................... 36
Creative Brief ............................................................................................................................. 24
IV.3.8
Flyer Jadwal Pelatihan Café ............................................................................................... 36
III.3.4.1What is the Opportunity and/or Problem which the campaign must address? ................ 24
IV.3.9
Sign System Café ................................................................................................................ 37
III.3.4.2What do we want people to do as a result of the campaign? ........................................... 24
IV.3.10Way Finding Café ................................................................................................................. 37
III.3.4.3Who are we talking to? ..................................................................................................... 24
IV.3.11Layout Café ........................................................................................................................... 38
III.3.4.4What is the Key Response we want from the campaign? ................................................. 24
IV.3.11.1 Café ............................................................................................................................... 38
III.3.4.5What information/attributes might help produce this response? ..................................... 24
IV.3.11.2 Informasi ....................................................................................................................... 39
III.3.4.6Are there any media or budget considerrations? ............................................................. 25
IV.3.11.3 Ruang Pelatihan (Praktek) ............................................................................................. 39
III.3.4
III.3.5
Tahapan Kampanye ............................................................................................................ 25
IV.3.11.4 Ruang Pelatihan (Teori) ................................................................................................ 40
III.3.6
Strategi Media..................................................................................................................... 25
IV.3.11.5 Dapur ............................................................................................................................. 41
III.3.7
Timeline Pelaksanaan Kampanye ....................................................................................... 26
IV.3.12Entrance Gate Café ............................................................................................................... 42 IV.3.13Meja dan Kursi Café ............................................................................................................. 42
BAB IV STRATEGI KREATIF
IV.3.14Merchandise .......................................................................................................................... 43 IV.3.14.1 Apron (Celemek) ........................................................................................................... 43
IV.1 Konsep Verbal ............................................................................................................................... 27 IV.1.1
Konsep Nama Kampanye ................................................................................................... 27
IV.1.2
Konsep Web Banner dan Buku Resep ................................................................................ 27
IV.1.3
Konsep Media Online ......................................................................................................... 27
IV.3.14.2 Stiker ............................................................................................................................. 43
BAB V KESIMPULAN DAN SARAN
IV.2 Konsep Visual................................................................................................................................ 28
V.1 viii
Kesimpulan .................................................................................................................................... 45
V.2
Saran .............................................................................................................................................. 45
LAMPIRAN ............................................................................................................................................. 48
DAFTAR PUSTAKA ............................................................................................................................... 46
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DAFTAR GAMBAR
Gambar 2.1 Kerangka berpikir permasalahan ............................................................................................ 5
Gambar 4.16 Layout Facebook ................................................................................................................. 31
Gambar 2.2 Kerangka berpikir kampanye sosial........................................................................................ 5
Gambar 4.17 Poster seminar ..................................................................................................................... 31
Gambar 2.3 Teori warna ............................................................................................................................. 9
Gambar 4.18 Cover depan buku resep...................................................................................................... 31
Gambar 2.4 Peran industri kreatif............................................................................................................. 15
Gambar 4.19 Cover belakang buku resep ................................................................................................. 32
Gambar 2.5 Lumpia Semarang ................................................................................................................. 15
Gambar 4.20 Halaman judul buku ............................................................................................................ 32
Gambar 3.1 Persentase industri di Semarang tahun 2013 ........................................................................ 20
Gambar 4.21 Daftar isi buku .................................................................................................................... 32
Gambar 3.2a Proses pembuatan kulit lumpia ........................................................................................... 21
Gambar 4.22 Prakata buku ....................................................................................................................... 32
Gambar 3.2b Proses pembuatan kulit lumpia ........................................................................................... 21
Gambar 4.23 Konversi ukuran.................................................................................................................. 33
Gambar 3.2c Proses pembuatan kulit lumpia ........................................................................................... 21
Gambar 4.24 Resep kulit lumpia .............................................................................................................. 33
Gambar 4.1 Logo BUNGKUS.................................................................................................................. 28
Gambar 4.25 Pengenalan mengenai BUNGKUS ..................................................................................... 33
Gambar 4.2a Elemen logo BUNGKUS .................................................................................................... 28
Gambar 4.26 Sub bab buku resep ............................................................................................................. 33
Gambar 4.2b Elemen logo BUNGKUS .................................................................................................... 28
Gambar 4.27a Layout isi buku resep ........................................................................................................ 34
Gambar 4.3 Warna logo............................................................................................................................ 28
Gambar 4.27b Layout isi buku resep ........................................................................................................ 34
Gambar 4.4 Tipografi logo ....................................................................................................................... 29
Gambar 4.27c Layout isi buku resep ........................................................................................................ 34
Gambar 4.5 Font Quicksand..................................................................................................................... 29
Gambar 4.28 Floor plan café ................................................................................................................... 35
Gambar 4.6 Logo grayscale ..................................................................................................................... 29
Gambar 4.29 Seragam café ....................................................................................................................... 35
Gambar 4.7 Grid logo ............................................................................................................................... 29
Gambar 4.30 Desain seragam café ........................................................................................................... 35
Gambar 4.8 Kulit lumpia basah ................................................................................................................ 29
Gambar 4.31 Menu café ........................................................................................................................... 36
Gambar 4.9 Kulit lumpia goreng .............................................................................................................. 29
Gambar 4.32 Flyer tampak depan ............................................................................................................ 36
Gambar 4.10 Palet warna.......................................................................................................................... 30
Gambar 4.33 Flyer tampak belakang........................................................................................................ 36
Gambar 4.11 Web banner ......................................................................................................................... 30
Gambar 4.34 Isi flyer ................................................................................................................................ 36
Gambar 4.12 Tampilan web banner pada Detik ....................................................................................... 30
Gambar 4.35 Cover flyer .......................................................................................................................... 36
Gambar 4.13 Tampilan web banner pada Kompas .................................................................................. 30
Gambar 4.36a Sign system café ................................................................................................................ 37
Gambar 4.14 Layout Twitter .................................................................................................................... 30
Gambar 4.36b Sign system café ................................................................................................................ 37
Gambar 4.15 Cover page Facebook ......................................................................................................... 31
Gambar 4.37a Way finding café................................................................................................................ 37 x
Gambar 4.37b Way finding café ............................................................................................................... 37
Gambar 4.46b Dapur ................................................................................................................................ 41
Gambar 4.38 Bangunan caféc(tampak atas) ............................................................................................. 38
Gambar 4.47a Lorong tengah ................................................................................................................... 41
Gambar 4.39a Café (kanan) ...................................................................................................................... 38
Gambar 4.47b Lorong tengah ................................................................................................................... 41
Gambar 4.39b Café (kiri).......................................................................................................................... 38
Gambar 4.48a Entrance gate café ............................................................................................................ 42
Gambar 4.40 Booth café ........................................................................................................................... 39
Gambar 4.48b Entrance gate café ............................................................................................................ 42
Gambar 4.41a Informasi café ................................................................................................................... 39
Gambar 4.49 Meja dan kursi café (tampak atas) ...................................................................................... 42
Gambar 4.41a Informasi café ................................................................................................................... 39
Gambar 4.50 Meja dan kursi café ............................................................................................................. 42
Gambar 4.42a Ruang pelatihan (praktek) ................................................................................................. 40
Gambar 4.51 Apron .................................................................................................................................. 43
Gambar 4.42b Ruang pelatihan (praktek)................................................................................................. 40
Gambar 4.52 Desain apron ....................................................................................................................... 43
Gambar 4.43 Desain meja ruang pelatihan ............................................................................................... 40
Gambar 4.53a Stiker ................................................................................................................................. 44
Gambar 4.44 Ruang pelatihan (teori) ....................................................................................................... 41
Gambar 4.53b Stiker ................................................................................................................................. 44
Gambar 4.45 Meja dan kursi ruang pelatihan (praktek) ........................................................................... 41 Gambar 4.46a Dapur................................................................................................................................. 41
xi
DAFTAR TABEL
Tabel 3.1 Hasil Wawancara Dinas Koperasi dan UMKM kota Semarang .............................................. 20
Tabel 3.2 Timeline pelaksanaan kampanye .............................................................................................. 26
xii
DAFTAR LAMPIRAN
L.1a Surat ijin survey Badan Kesatuan Bangsa dan Politik ..................................................................... 48 L.1b Surat ijin survey Badan Kesatuan Bangsa dan Politik ..................................................................... 48 L.1c Surat ijin survey Badan Kesatuan Bangsa dan Politik ..................................................................... 49 L.2 Surat ijin survey Dinas Perindustrian dan Perdagangan .................................................................... 49 L.3 Surat ijin survey Dinas Koperasi dan UMKM kota Semarang .......................................................... 50 L.4a Proses pembuatan kulit lumpia di Kampung Kulit .......................................................................... 50 L.4b Proses pembuatan kulit lumpia di Kampung Kulit .......................................................................... 50 L.4c Proses pembuatan kulit lumpia di Kampung Kulit .......................................................................... 50 L.5 Hasil Wawancara Dinas Koperasi dan UMKM Kota Semarang ....................................................... 51
xiii
ABSTRAK
Permasalahan dari perancangan ini adalah bagaimana merancang komunikasi visual yang
The main problem is how to design an effective visual communication in sosial campaign, that
efektif dalam kampanye sosial, yang bisa bermanfaat untuk mengajak target untuk berwirausaha
can be used for persuade target to do a creative culinary entrepreneurship using kulit lumpia. The
kreatif di bidang kuliner kulit lumpia. Tujuan dari penelitian yang diadakan adalah untuk
purpose of this experiment is to design an effective visual communication in social campaign for
merancang komunikasi visual yang efektif dalam kampanye sosial untuk sosialisasi kewirausahaan
socialize entrepreneurship of creative culinary section using kulit lumpia. This experiment use
industri kreatif di bidang kuliner kulit lumpia. Penelitian ini menggunakan metode penelitian
qualitative method, by interviewing kulit lumpia’s entrepreneur, Dinas Koperasi dan UMKM, Dinas
kualitatif, dengan melakukan wawancara ke kampung kulit, Dinas Koperasi dan UMKM, Dinas
Perindustrian dan Perdagangan, and some respondents.
Perindustrian dan Perdagangan, dan ke responden.
The result of this experiment is that kulit lumpia can be used for a new and uniqueidea for
Dari penelitian ini, didapatkan hasil bahwa kulit lumpia dapat dimanfaatkan sebagai salah
entrepreneurship. Besides, the government also have its programto persuade society to start new
satu alternatif yang baru dan unik untuk berwirausaha. Selain itu, pemerintah juga sudah
entrepreneurship. The program is called MUK (Manajemen Usaha Kecil).
mempunyai program untuk mengajak masyarakat membuka lapangan kerja baru yaitu MUK
The main conclusion from this experiment is that kulit lumpia’s using to a new kind of food can
(Manajemen Usaha Kecil).
be used as one creative culinary entrepreneurship in Indonesia, especially in Semarang city.
Kesimpulan utama dari penelitian ini adalah bahwa pemanfaatan kulit lumpia menjadi jenis
Keywords : entrepreneurship, culinary, kulit lumpia
makanan baru bisa digunakan sebagai bahan suatu wirausaha kuliner kreatif di Indonesia, terutama di kota Semarang. Kata kunci : wirausaha, kuliner, kulit lumpia
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