STRATEGI KOMUNIKASI VISUAL DALAM MENARIK PERHATIAN KONSUMEN MELALUI PROMOSI PAKET KULINER: STUDI KASUS MARUGAME UDON

Surya Pranata; I Made Budiasa; I Putu Adi Saskara

Authors

Surya Pranata Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar
I Made Budiasa Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar
I Putu Adi Saskara Universitas Hindu Negeri I Gusti Bagus Sugriwa Denpasar

Keywords:

visual communication, promotional strategy, culinary package, branding, Marugame Udon

Abstract

The culinary industry is experiencing rapid transformation characterized by changing consumption behaviors, heightened market competition, and the growing significance of creative marketing communication. Visual communication plays a strategic role in constructing brand identity and influencing consumer perception, particularly within fast-food restaurant marketing. This study examines the visual communication strategies applied by Marugame Udon in promoting culinary packages and evaluates their effectiveness in attracting consumer attention and shaping brand perception. Employing a qualitative case study approach, data were collected through observation, visual documentation, and in-depth interviews with consumers, marketing personnel, and design teams. The analysis draws on Stuart Hall’s Representation Theory, the AIDA model, and visual perception theory to interpret how visual messages are constructed and decoded. The results reveal that the integration of interior aesthetics, service presentation, and promotional visuals forms a consistent and persuasive communication strategy. Elements such as warm color tones, legible typography, Japanese-themed ornaments, and appetizing food imagery enhance authenticity, emotional engagement, and consumer loyalty.

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