ZIDANE, MUHAMMAD PARIS (2025) PERANCANGAN MEDIA PROMOSI MELALUI MEDIA SOSIAL "DETIK SEDUH" COFFEE SHOP. S1 thesis, Universitas Mercu Buana.
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Abstract
The development of social media as a platform for visual communication has created significant opportunities in business promotion strategies, including in the culinary industry such as coffee shops. This final project aims to design promotional media through social media platforms for Detik Seduh Coffee Shop, a growing coffee business. The focus of the design lies in strengthening brand visual identity and increasing audience engagement through attractive and trend-appropriate digital content. The methods used in the design process include field observation, competitor analysis, interviews with the business owner, and literature studies related to branding and social media strategy. The final output includes a visual concept for Instagram content, Reels, and other promotional materials that reflect Detik Seduh’s character as an aesthetic, community-friendly, and modern coffee shop. The content strategy is also designed to reach a younger audience through visual storytelling and active social media engagement. This design is expected to enhance the appeal and brand awareness of Detik Seduh Coffee Shop among digital consumers. Furthermore, this project highlights the importance of visual approaches and content strategies aligned with target audiences in building brand image in the digital era. Keywords: promotional media design, social media, branding, coffee shop, Detik Seduh Perkembangan media sosial sebagai sarana komunikasi visual telah membuka peluang besar dalam strategi promosi bisnis, termasuk di industri kuliner seperti coffee shop. Tugas akhir ini bertujuan untuk merancang media promosi melalui platform media sosial bagi Detik Seduh Coffee Shop, sebuah usaha kedai kopi yang sedang berkembang. Fokus perancangan terletak pada penguatan identitas visual merek serta peningkatan keterlibatan audiens melalui konten digital yang menarik dan sesuai tren. Metode yang digunakan dalam proses perancangan meliputi observasi lapangan, analisis kompetitor, wawancara dengan pemilik usaha, serta studi literatur terkait branding dan strategi media sosial. Hasil perancangan mencakup konsep visual untuk konten Instagram, Reels, dan materi promosi lainnya yang menggambarkan karakter Detik Seduh sebagai coffee shop yang estetik, ramah komunitas, dan kekinian. Strategi konten juga dirancang untuk menjangkau audiens muda melalui pendekatan storytelling visual dan interaksi aktif di media sosial. Diharapkan hasil perancangan ini dapat meningkatkan daya tarik serta brand awareness Detik Seduh Coffee Shop di kalangan konsumen digital. Selain itu, proyek ini menunjukkan pentingnya pendekatan visual dan strategi konten yang relevan dengan audiens target dalam membangun citra merek di era digital. Kata kunci: perancangan media promosi, media sosial, branding, coffee shop, Detik Seduh
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