NAFILAH, NIDA (2025) PEMANFAATAN FOOD PHOTOGRAPHY SEBAGAI KOMUNIKASI VISUAL PADA APLIKASI GOFOOD. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research examines the utilization of food photography as visual communication on the GoFood application by MSMEs Ayam Geprek Meracau and Ayam Geprek Hyper in Serang City, against the backdrop of fierce competition in the culinary MSME sector and digital transformation in Indonesia. The problem statement raised is how food photography is utilized in the product photos of Ayam Geprek Meracau & Ayam Geprek Hyper on the GoFood application in Serang City. The objectives are to describe the utilization of food photography, identify visual elements that highlight deliciousness and branding, explain the application of visual rhetoric theory in communication strategies, and analyze the meaning of the visual rhetoric messages displayed. Employing a constructivist paradigm and qualitative research methods, data were collected through in-depth interviews with MSME owners and photographers, as well as product photo documentation. The research findings indicate that both MSMEs transitioned to professional food photography due to recognizing the critical importance of photo quality in online business. Strategic choices include the "eagle eyes" angle to clearly display all dish components, the use of contrasting backgrounds for an "onpoint" effect and visual appeal, and meticulous food styling that emphasizes enticing colors such as vibrant red chili and golden chicken, alongside textures like crispiness and melted cheese, to stimulate the senses. Crucially, mastery of basic photography techniques, including the exposure triangle (ISO, high shutter speed), ensures photo sharpness and technical quality. All these visual elements combine effectively to communicate deliciousness and brand identity, making the product speak directly to potential buyers through every shot. Visual rhetoric strategies are applied through collaboration between MSMEs and photographers, translating business goals into visual concepts. The conclusion of this research is that professional food photography plays a central role in triggering interest and purchase conversion, especially for new customers, thus validating the persuasive function of images in MSME's digital marketing.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Penelitian ini mengkaji pemanfaatan food photography sebagai komunikasi visual pada aplikasi GoFood oleh UMKM Ayam Geprek Meracau dan Ayam Geprek Hyper di Kota Serang, dengan latar belakang persaingan ketat di sektor UMKM kuliner dan transformasi digital di Indonesia. Rumusan masalah yang diangkat adalah bagaimana pemanfaatan food photography pada foto produk Ayam Geprek Meracau & Ayam Geprek Hyper di aplikasi GoFood Kota Serang. Tujuannya adalah untuk mendeskripsikan pemanfaatan food photography, mengidentifikasi elemen visual yang menonjolkan kelezatan dan merek, menjelaskan penerapan teori retorika visual dalam strategi komunikasi, dan menganalisis pemaknaan pesan retorika visual yang ditampilkan. Menggunakan paradigma konstruktivisme dan metode penelitian kualitatif, data dikumpulkan melalui wawancara mendalam dengan pemilik UMKM dan fotografer, serta dokumentasi foto produk. Hasil penelitian menunjukkan bahwa kedua UMKM beralih ke food photography profesional karena menyadari kualitas foto sangat fatal di bisnis daring. pemilihan strategis eagle eyes angle untuk menampilkan seluruh komponen hidangan secara jelas, penggunaan latar belakang kontras untuk efek onpoint dan daya tarik visual, serta food styling cermat yang menonjolkan warna menggoda seperti merah sambal, keemasan ayam dan tekstur seperti kerenyahan, lelehan keju untuk memicu indra. Tak kalah penting, penguasaan teknik fotografi dasar termasuk segitiga exposure yaitu ISO, shutter speed tinggi, dapat menjamin ketajaman dan kualitas teknis foto. Keseluruhan elemen visual ini berpadu untuk secara efektif mengkomunikasikan kelezatan dan identitas merek, membuat produk berbicara langsung kepada calon pembeli melalui setiap jepretan. Strategi retorika visual diterapkan melalui kolaborasi antara UMKM dan fotografer yang menerjemahkan tujuan bisnis ke konsep visual. Kesimpulan penelitian ini adalah food photography profesional berperan sentral dalam memicu minat dan konversi pembelian, terutama untuk pelanggan baru, yang memvalidasi fungsi persuasif gambar dalam pemasaran digital UMKM. | ||||||
| Uncontrolled Keywords: | Food Photography, Visual Communication, GoFood Food Photography, Komunikasi Visual, GoFood | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Nida Nafilah | ||||||
| Date Deposited: | 28 Aug 2025 03:19 | ||||||
| Last Modified: | 28 Aug 2025 03:19 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52899 |
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