PERANCANGAN KONTEN AUDIO-VISUAL PADA PROMOSI BRAND MAFAAZAA MELALUI MEDIA SOSIAL TIKTOK

    Angelin Christama Arianty Kusuma, - and Dian Rinjani, - and Nurhidayatulloh, - (2025) PERANCANGAN KONTEN AUDIO-VISUAL PADA PROMOSI BRAND MAFAAZAA MELALUI MEDIA SOSIAL TIKTOK. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Mafaazaa adalah brand pakaian muslim yang berdiri sejak 2023. Sebagai brand baru, Mafaazaa belum memiliki pemahaman optimal mengenai strategi pemasaran yang efektif, terutama dalam menyampaikan nilai-nilai syar’i. Mafaazaa berupaya mempromosikan produknya sesuai syariat Islam dengan menggunakan manekin sebagai model pakaian. Penelitian ini bertujuan untuk merancang dan mengembangkan konten promosi audio-visual yang inovatif dan relevan bagi Mafaazaa melalui platform TikTok. Keterbatasan brand lokal dalam mengembangkan konten promosi yang sesuai prinsip syar’i di tengah maraknya konten visual modern yang umumnya menampilkan model manusia menjadikan peluang bagi Mafaazaa untuk menonjolkan identitasnya sebagai brand muslimah syar’i yang konsisten menggunakan manekin, serta memperkuat posisinya di pasar melalui strategi promosi yang unik dan menarik. Penelitian ini menggunakan desain Penelitian Tindakan (Action Research) dengan pendekatan kualitatif. Peneliti terlibat langsung dalam proses perancangan, pelaksanaan, dan evaluasi media promosi. Pengumpulan data dilakukan melalui wawancara dengan pemilik brand, observasi, serta kuesioner kepada pengikut akun TikTok Mafaazaa. Konten audio-visual dirancang menggunakan Adobe Premiere Pro dan dievaluasi menggunakan Model AIDA (Attention, Interest, Desire, Action) berdasarkan masukan validator ahli dan respon audiens. Hasil penelitian menunjukkan bahwa konten promosi dinyatakan “Layak” oleh ahli media (82,5%) dan mendapat respon positif dari audiens, dengan mayoritas menunjukkan ketertarikan dan persetujuan terhadap konten. Penelitian ini berhasil merancang promosi yang efektif, inovatif, dan sesuai prinsip syar’i. ------ Mafaazaa is a Muslim clothing brand established in 2023. As a new brand, Mafaazaa has not yet developed an optimal understanding of effective marketing strategies, particularly in delivering Sharia-based values. The brand strives to promote its products in accordance with Islamic principles by using mannequins as models. This study aims to design and develop innovative and relevant audio-visual promotional content for Mafaazaa through the TikTok platform, while optimizing a promotional strategy aligned with the brand’s unique values and identity. The limited number of local brands capable of creating promotional content that adheres to Islamic principles—amid the dominance of modern visual content that typically uses human models—presents an opportunity for Mafaazaa to highlight its identity as a sharia-compliant Muslim fashion brand that consistently uses mannequins, while strengthening its market position through a unique and appealing promotional strategy. This study employs an Action Research design with a qualitative approach. The researcher was directly involved in the planning, implementation, and evaluation stages of media development. Data were collected through interviews with the brand owner, observation, and questionnaires distributed to Mafaazaa’s TikTok followers. The audio-visual content was produced using Adobe Premiere Pro and evaluated using the AIDA model (Attention, Interest, Desire, Action) based on expert validators and audience responses. The results showed that the promotional content was rated “Feasible” by media experts (82.5%) and received positive responses from the audience, with most expressing high interest and approval. This study successfully designed an effective, innovative, and sharia-compliant promotional media.

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    Official URL: http://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=0bv2Gc4AAAAJ Dian Rinjani 6127196 Nurhidayatulloh 6860681
    Uncontrolled Keywords: Promosi, Audio-visual, Konten, TikTok, Brand, Model AIDA, Promotion, Audio-visual, Content, TikTok, Brand, AIDA Model
    Subjects: L Education > L Education (General)
    T Technology > T Technology (General)
    Divisions: UPI Kampus cibiru > S1 Pendidikan Multimedia
    Depositing User: Angelin Christama Arianty Kusuma
    Date Deposited: 24 Sep 2025 07:52
    Last Modified: 24 Sep 2025 07:52
    URI: http://repository.upi.edu/id/eprint/137725

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