Virlyana Azzalia Putri, - (2023) PEMANFAATAN VIDEO PENDEK PADA TIKTOK SEBAGAI MEDIA PROMOSI UNTUK MENINGKATKAN ENGAGEMENT CIPAW SHOP. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Internet sudah menjadi kebutuhan sehari-hari masyarakat. Pemanfaatan internet dan media sosial mulai terlihat ketika banyak orang memanfaatkan berbagai macam platform untuk memasarkan produk. Masifnya penggunaan aplikasi TikTok di Indonesia melahirkan peluang, salah satunya dalam dunia usaha. Cipaw Shop sudah melalukan upaya digitalisasi dan memanfaatkan peluang yang ada dalam memasarkan produknya. Berdasarkan hasil pengamatan awal yang telah dilakukan oleh peneliti mengenai media sosial Cipaw Shop di platform TikTok, terjadi penurunan engagement (view, like, comment and shares) pada akun tersebut. Manfaat dari penelitian ini yaitu mengetahui perancangan dan karakteristik video pendek yang dapat meningkatkan engagement dan bertujuan untuk mengetahui proses perancangan, karakteristik dan engagement akun TikTok Cipaw Shop setelah dibuatkan video pendek. Penelitian ini menggunakan metode practice-led research dengan pendekatan kualitatif, yaitu penelitian dengan fokus terhadap penciptaan karya. Teknik pengambilan data yaitu melalui observasi, wawancara dan dokumentasi. Hasil penelitian yang diperoleh yaitu perancangan terdiri dari lima tahap, tahap persiapan, tahap pengimajinasian, tahap pengembangan imajinasi, tahap pengerjaan dan hasil karya yang didistribusikan melalui platform TikTok Cipaw Shop. Karakteristik video pendek yaitu menggunakan 3 second hook yang menarik, voice over dengan narasi yang mampu membangun emosi dan kesesuain hashtag terbukti mampu meningkatkan engagement dari video dan berdampak pada peningkatan engagement akun TikTok Cipaw Shop yang signifikan. --------- The internet has become daily necessity for people. The use of the internet and social media began to be seen when many people used various platforms to market their products. The massive use of TikTok application in Indonesia has created opportunities, one of which is in the business world. Cipaw Shop has made efforts to digitize and take advantage of existing opportunities in market its product. Based on the results of preliminary observations made by researchers regarding Cipaw Shop social media on TikTok platform, there has been a decrease in engagement (view, like, comment, and share) on that account. The benefit of this research is knowing the design and characteristics of short videos that can increase engagement and aims to find out the design process, characteristics and engagement of the Cipaw Shop TikTok account after making a short video. This research uses the practice-led research method, namely research with a focus on work creation. Data collection techniques are through observation, interviews and documentation. The research results obtained are that the design consists of five stages, the preparation stage, the imagination stage, the imagination development stage, the workmanship stage and the results of the work which are distributed via the TikTok platform. The characteristics of short videos, namely using an interesting 3 second hook, voice over with narration that is able to build emotion and appropriate hashtags are proven to be able to increase engagement from videos and have a significant impact on increasing engagement on the Cipaw Shop TikTok account.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=virlyana+azzalia+putri# SINTA ID : 6127196 SINTA ID : 6130817 |
| Uncontrolled Keywords: | TikTok, Video Pendek, engagement, short video |
| Subjects: | N Fine Arts > N Visual arts (General) For photography, see TR T Technology > T Technology (General) |
| Divisions: | UPI Kampus cibiru > S1 Pendidikan Multimedia |
| Depositing User: | virlyana azzalia putri |
| Date Deposited: | 18 Sep 2023 03:28 |
| Last Modified: | 18 Sep 2023 03:28 |
| URI: | http://repository.upi.edu/id/eprint/104082 |
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