Muhammad Rafii Fediansyah R, - (2024) PERANCANGAN MOTION GRAPHIC MENGGUNAKAN MODEL AIDA DALAM MENINGKATKAN INSIGHT AKUN INSTAGRAM @CHICKNPY. S1 thesis, Universitas Pendidikan Indonesia.
![[img]](http://repository.upi.edu/style/images/fileicons/text.png) |
Text
S_MULTI_1909753_Title.pdf Download (624kB) |
|
Text
S_MULTI_1909753_Chapter1.pdf Download (216kB) |
|
Text
S_MULTI_1909753_Chapter2.pdf Restricted to Staf Perpustakaan Download (231kB) |
|
Text
S_MULTI_1909753_Chapter3.pdf Download (207kB) |
|
Text
S_MULTI_1909753_Chapter4.pdf Restricted to Staf Perpustakaan Download (760kB) |
|
Text
S_MULTI_1909753_Chapter5.pdf Download (75kB) |
|
Text
S_MULTI_1909753_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB) |
Abstract
Platform media sosial saat ini berperan penting dalam membantu UMKM melakukan branding produk, memasarkan bisnis, dan meningkatkan visibilitas di tengah ketatnya persaingan. Salah satu UMKM bidang kuliner bernama Chicknpy telah lama mengandalkan Instagram sebagai media utama untuk promosi produknya. Akan tetapi, setelah beberapa waktu, terjadi stagnansi tingkat keterlibatan followers terhadap konten yang selama ini diunggah berupa desain-desain grafis. Hal ini mengindikasikan mulai terjadinya kejenuhan dari followers akibat konten yang bersifat monoton dan kurang inovatif. Untuk mengatasi permasalahan tersebut, penelitian ini bertujuan untuk merancang konten motion graphic yang dapat meningkatkan kembali ketertarikan followers dengan menerapkan model AIDA (Attention, Interest, Desire, Action). Model ini bertujuan untuk meningkatkan perhatian, minat, keinginan, dan juga menggerakkan tindakan nyata dari followers saat berinteraksi dengan konten di Instagram Chicknpy. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan practice-led research. Teknik pengumpulan data meliputi wawancara semi-terstruktur, observasi platform digital, dan telaah pustaka terkait penerapan model AIDA. Perancangan motion graphic dilakukan menggunakan perangkat lunak Adobe After Effects. Hasil penelitian menunjukkan implementasi konten motion graphic dengan pendekatan AIDA ini mampu meningkatkan rata-rata insight akun dari 416 views menjadi 1967 views per video. Hal ini membuktikan efektivitas penerapan model AIDA dalam upaya branding dan peningkatan visibilitas UKM di media sosial. ----------- Social media platforms are currently playing an important role in assisting MSMEs (Micro, Small, and Medium Enterprises) in product branding, business marketing, and improving visibility amidst tight competition. A culinary MSME named Chicknpy has long relied on Instagram as the main media for product promotion and branding. However, after some time, there was a stagnation in follower engagement towards the content that had been uploaded in the form of graphic designs. This indicates the beginning of boredom from followers due to monotonous and less innovative content. To overcome this problem, this study aims to design motion graphic content that can regain followers' interest by applying the AIDA (Attention, Interest, Desire, Action) model. This model aims to increase the attention, interest, desire, and also mobilize real action from followers when interacting with content on Chicknpy's Instagram. The research method used is descriptive qualitative with a practice-led research approach. Data collection techniques include semi-structured interviews, digital platform observations, and literature review related to the application of the AIDA model. The motion graphic design was carried out using Adobe After Effects software. The results showed that the implementation of motion graphic content with this AIDA approach was able to increase the average account insight from 416 views to 1967 views per video. This proves the effectiveness of implementing the AIDA model in branding and increasing MSME visibility efforts on social media.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=tu4MOz0AAAAJ&hl=en&authuser=3 ID SINTA Dosen Pembimbing: DIAN RINJANI: 6127196 INTAN PERMATA SARI: 6130817 |
| Uncontrolled Keywords: | Motion Graphic, Insight, Practice-Led Research |
| Subjects: | L Education > L Education (General) N Fine Arts > N Visual arts (General) For photography, see TR N Fine Arts > NX Arts in general |
| Divisions: | UPI Kampus cibiru > S1 Pendidikan Multimedia |
| Depositing User: | Muhammad Rafii Fediansyah R |
| Date Deposited: | 25 Apr 2024 07:09 |
| Last Modified: | 25 Apr 2024 07:09 |
| URI: | http://repository.upi.edu/id/eprint/116720 |
Actions (login required)
 |
View Item |