KONTEN VIDEO UNTUK MENINGKATKAN

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PERANCANGAN INSTAGRAM MARKETING STRATEGY DAN

KONTEN VIDEO UNTUK MENINGKATKAN BRAND

AWARENESS KOPI ANDA CAFE

NASKAH AKADEMIK

SKRIPSI BERBASIS KARYA

Diajukan guna Memenuhi Persyaratan Memperoleh Gelar Sarjana Ilmu

Komunikasi (S.I.Kom)

Valentina Ferbbyan Setiawan

00000009180

PROGRAM STUDI ILMU KOMUNIKASI

KONSENTRASI PUBLIC RELATIONS

FAKULTAS ILMU KOMUNIKASI

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2019

Perancangan instagram marketing..., Valentina Ferbbyan Setiawan, FIK UMN, 2019

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KATA PENGANTAR

Puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa atas

penyertaanNya, kesehatan jasmani dan rohani, sehingga penulis dapat

menyelesaikan Skripsi berbasis karya yang berjudul "Perancangan Instagram

Marketing Strategy dan Konten Video untuk Meningkatkan Brand Awareness

Kopi Anda Cafe".

Penulis juga menyadari bahwa banyak pihak yang sudah membantu dan

mendukung penulis selama pelaksanaan dan penyusunan karya ini. Maka dalam

kesempatan ini, penulis ingin mengucapkan terima kasih kepada:

1. Cheryl Bensa, selaku dosen pembimbing yang telah mambantu dan

membimbing penulis dalam menyelesaikan laporan Skripsi berbasis karya

ini.

2. Inco Hary Perdana, selaku Ketua Program Studi Ilmu Komunikasi yang

telah memberikan pencerahan untuk memilih Skripsi berbasis karya.

3. Albenza Halim, selaku pemilik Kopi Anda Cafe yang telah berkenan

memberikan ijin kepada penulis untuk menggunakan Kopi Anda Cafe

sebagai objek penelitian untuk karya ini.

4. Supandi, selaku video editor yang telah membantu penulis dalam membuat

karya ini.

5. Tommy Coris, Venny Lieana, Melly Darmawan, selaku teman-teman

penulis yang mendukung dan menyemangati penulis selama masa

perkuliahan, praktik kerja magang, dan penyusunan laporan kerja magang

ini.

6. Angela Evelina, Jessica Sari, selaku teman-teman penulis yang membantu

memberikan informasi seputar Skripsi.

7. Keluarga yang selalu medukung penulis dari awal masa perkuliahan

hingga akhir.


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ABSTRAK

Saat ini komunikasi pemasaran sudah menjadi hal penting bagi perusahaan untuk maju dan berkembang. Pemasaran dilakukan untuk berbagai tujuan, salah satunya untuk meingkatkan brand awareness. Dalam pembentukan brand awareness, strategi pemasaran yang digunakan dalam komunikasi pemasaran tentunya penting untuk menentukan arah tujuan pemasaran tersebut. Di era modern saat ini, kegiatan komunikasi pemasaran sudah berbentuk digital atau online khususnya media sosial. Untuk itu, peneliti membuat karya berupa video promosi dan konten yang diunggah di media sosial Instagram dengan tujuan untuk meningkatkan brand awareness Kopi Anda Cafe. Video ini menggambarkan suasana di cafe, keramaian dan juga spot-spot instagramable. Selain itu, peneliti juga membuat konten-konten menarik yang diunggah di Instagram yang dapat mendukung kegiatan promosi untuk meningkatkan brand awareness Kopi Anda Cafe. Hasil karya ini terbilang cukup baik karena followers Instagram Kopi Anda Cafe meningkat dan juga hasil penghitungan engagement rate Instagram Kopi Anda Cafe cukup tinggi.

Kata kunci: komunikasi pemasaran, brand awareness, video konten Instagram.


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ABSTRACT

Nowadays marketing communication has become important for companies to get ahead and develop. Marketing is carried out for various purposes, one of which is to increase brand awareness. In forming brand awareness, the marketing strategy used in marketing communications is certainly important to determine the direction of marketing objectives. In today's modern era, marketing communication activities have taken the form of digital or online especially social media. To that end, researchers made work in the form of promotional videos and content uploaded on social media Instagram with the aim of increasing the brand awareness of Kopi Anda Cafe. This video illustrates the atmosphere in the cafe, the crowd and also instagramable spots. In addition, researchers also create interesting content uploaded on Instagram that can support promotional activities to increase the brand awareness of your Kopi Cafe. The results of this work are quite good because Instagram Kopi Cafe followers increased and also the results of the calculation of your Instagram Coffee Cafe engagement rate is quite high.

Keywords: marketing communication, brand awareness, Instagram video content.


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DAFTAR ISI

HALAMAN PERNYATAAN ................................................................................ ii

HALAMAN PENGESAHAN ................................................................................ iii

KATA PENGANTAR ........................................................................................... iv

ABSTRAK ............................................................................................................. vi

ABSTRACT .......................................................................................................... vii

DAFTAR ISI ........................................................................................................ viii

DAFTAR TABEL .................................................................................................. xi

DAFTAR GAMBAR ............................................................................................ xii

BAB I PENDAHULUAN ....................................................................................... 1

1.1 Latar Belakang ............................................................................................ 1

1.2 Rumusan Masalah ....................................................................................... 4

1.3 Tujuan Penelitian ........................................................................................ 5

1.4 Manfaat Penelitian ...................................................................................... 5

BAB II KERANGKA KONSEP ............................................................................. 6

2.1 Tinjauan Karya Sejenis Terdahulu .............................................................. 6

2.2 Teori dan Konsep ........................................................................................ 9

2.2.1 Komunikasi Pemasaran ..................................................................... 9

2.2.1.1 Media Sosial untuk Komunikasi Pemasaran ........................... 10

2.2.1.2 Instagram Marketing Strategy ................................................. 12

2.2.1.3 Video Konten Instagram ......................................................... 14

2.2.1.4 Tipografi .................................................................................. 17

2.2.2 Brand .............................................................................................. 19

2.2.2.1 Brand Awareness .................................................................... 19


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2.2.2.2 Brand Identity .......................................................................... 20

2.2.2.3 Brand Image ............................................................................ 21

BAB III RANCANGAN KARYA ........................................................................ 22

3.1 Metode Pengumpulan Data ....................................................................... 23

3.1.1 Wawancara ..................................................................................... 23

3.1.2 Observasi ........................................................................................ 24

3.2 Metode Perancangan ................................................................................. 27

3.2.1 Tahapan Perancangan ..................................................................... 27

3.2.2 Anggaran Rancangan Karya ........................................................... 32

3.3 Publikasi dan Metode Evaluasi ................................................................. 33

BAB IV HASIL KARYA ..................................................................................... 34

4.1 Profil Kopi Anda Cafe .............................................................................. 34

4.2 Hasil Pengumpulan Data ........................................................................... 35

4.3 Hasil Karya ................................................................................................ 37

4.3.1 Defining your Instagram marketing goals and purpose on the

platform ................................................................................................... 37

4.3.2 Optimizing your Instagram profile for engagement ....................... 39

4.3.3 Creating content for Instagram that your customer will love ........ 40

4.3.3.1 Konten Instagram .................................................................... 41

4.3.3.2 Video Instagram ...................................................................... 45

4.3.4 Publishing your content Instagram to maximize engagement ........ 49

4.3.5 Promoting your Instagram for long-term ....................................... 52

4.4 Evaluasi ..................................................................................................... 52


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BAB V SIMPULAN ............................................................................................. 56

5.1 Simpulan ................................................................................................... 56

5.2 Saran .......................................................................................................... 57

5.2.1 Saran bagi Universitas .................................................................... 57

5.2.2 Saran bagi Cafe ............................................................................... 57

DAFTAR PUSTAKA ........................................................................................... 58

LAMPIRAN .......................................................................................................... 60

LAMPIRAN 1: Transkrip Wawancara Pengumpulan Data .................................. 60

LAMPIRAN 2: Hasil Karya di Instagram Kopi Anda Cafe ................................. 62

LAMPIRAN 3: Storyboard ................................................................................... 64

LAMPIRAN 4: Transkrip Wawancara Hasil Karya ............................................. 65

LAMPIRAN 5: Formulir Konsultasi Skripsi Berbasis Karya ............................... 66

LAMPIRAN 6: Riwayat Hidup ............................................................................ 68


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DAFTAR TABEL

Tabel 2.1 Tinjauan Karya Sejenis Terdahulu .......................................................... 7

Tabel 3.1 A/V Script .............................................................................................. 24

Tabel 3.2 Perancangan Karya ............................................................................... 27

Tabel 3.3 Anggaran Perancangan ......................................................................... 28

Tabel 4.1 Jadwal Pengunggahan Konten di Feeds dan Instastory ........................ 45


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DAFTAR GAMBAR

Gambar 1.1 .............................................................................................................. 3

Gambar 1.2 .............................................................................................................. 8

Gambar 3.1 ............................................................................................................ 21

Gambar 3.2 ............................................................................................................ 22

Gambar 3.3 ............................................................................................................ 23

Gambar 3.4 ............................................................................................................ 23

Gambar 3.5 ............................................................................................................ 27

Gambar 3.6 ............................................................................................................ 28

Gambar 4.1 ............................................................................................................ 30

Gambar 4.2 ............................................................................................................ 32

Gambar 4.3 ............................................................................................................ 33

Gambar 4.4 ............................................................................................................ 34

Gambar 4.5 ............................................................................................................ 35

Gambar 4.6 ............................................................................................................ 36

Gambar 4.7 ............................................................................................................ 37

Gambar 4.8 ............................................................................................................ 37

Gambar 4.9 ............................................................................................................ 38

Gambar 4.10 .......................................................................................................... 39

Gambar 4.11 .......................................................................................................... 40

Gambar 4.12 .......................................................................................................... 41

Gambar 4.13 .......................................................................................................... 42

Gambar 4.14 .......................................................................................................... 42

Gambar 4.15 .......................................................................................................... 43

Gambar 4.16 .......................................................................................................... 45

Gambar 4.17 .......................................................................................................... 46

Gambar 4.18 .......................................................................................................... 48


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Gambar 4.19 .......................................................................................................... 49

Gambar 4.20 .......................................................................................................... 50

Gambar 4.21 .......................................................................................................... 50


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