Perancangan Media Komunikasi Berbasis Hospitality Pada Usaha Rumahan Sari's Pastry

This study was motivated by the absence of an integrated digital communication medium at Sari's Pastry, where service information was still delivered manually through instant messaging applications. This study aimed to design a hospitality-based communication medium in the form of an Interactive Digital Booklet integrated with a QR Code. A descriptive qualitative method with a Research and Development (R&D) approach adapted from the 4D model was employed, focusing on the Design and Develop stages. The design process was based on a needs analysis using the SERVQUAL dimensions of Tangibles, Reliability, and Responsiveness, as well as User Interface (UI) and User Experience (UX) principles. The results produced an Interactive Digital Booklet integrated with a QR Code consisting of a landing page, product catalog, ordering procedures, payment methods, delivery and pickup information, FAQ, Contact Admin, and Thank You page. Media validation by a media expert obtained a score of 49 out of 60 (81.67%), indicating that the media was feasible. The study concludes that the Interactive Digital Booklet facilitates customers in accessing service information easily, quickly, and independently.
Keywords: Hospitality, Interactive Digital Booklet, QR Code, Communication Media, MSMEs.

Kajian ini dilatarbelakangi oleh belum tersedianya media komunikasi digital yang terintegrasi pada usaha rumahan Sari's Pastry sehingga penyampaian informasi pelayanan masih dilakukan secara manual melalui aplikasi pesan instan. Kajian ini bertujuan merancang media komunikasi berbasis hospitality dalam bentuk Interactive Digital Booklet yang terintegrasi dengan QR Code. Metode yang digunakan adalah deskriptif kualitatif dengan pendekatan Research and Development (R&D) yang mengadaptasi model 4D pada tahap Design dan Develop. Perancangan media diawali dengan analisis kebutuhan menggunakan dimensi SERVQUAL (Tangibles, Reliability, dan Responsiveness) serta mengacu pada prinsip User Interface (UI) dan User Experience (UX). Hasil kajian menghasilkan Interactive Digital Booklet yang memuat landing page, katalog produk, cara pemesanan, metode pembayaran, informasi pengiriman dan pengambilan, FAQ, Hubungi Admin, serta halaman Terima Kasih. Hasil validasi ahli media memperoleh skor 49 dari 60 (81,67%) sehingga media dinyatakan layak digunakan. Kajian ini menyimpulkan bahwa Interactive Digital Booklet memudahkan pelanggan mengakses informasi pelayanan secara mudah, cepat, dan mandiri..
Kata Kunci: Hospitality, Media Digital Interaktif, QR Code, Media Komunikasi, UMKM.