Perancangan Media Promosi Di Instagram Untuk Meningkatkan Minat Beli Di Belanja Produk Andalan Jawa Timur (Beranda JATIM)

Trihatmo, Azzam Aulia (2026) Perancangan Media Promosi Di Instagram Untuk Meningkatkan Minat Beli Di Belanja Produk Andalan Jawa Timur (Beranda JATIM). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Belanja Produk Andalan Jawa Timur atau Beranda Jatim merupakan wadah yang didirikan oleh Dinas Koperasi dan Usaha Kecil Menengah Provinsi Jawa Timur untuk membantu pemasaran produk UMKM Provinsi Jawa Timur. Produk yang tersedia pada Beranda Jatim meliputi produk batik, makanan, minuman, hingga beragam kerajinan atau cendera mata. Dalam perjalanannya, Beranda Jatim menghadapi penurunan penjualan pada galeri cendera mata dan penjualan yang stagnan pada galeri batik. Berdasarkan hasil survei, hampir 100% responden belum pernah mendengar Beranda Jatim. Mengetahui hal tersebut, diperlukan sebuah media promosi yang mampu mendorong brand awareness sehingga berdampak kepada minat beli konsumen Beranda Jatim. Penelitian ini menggunakan metode design thinking, dimulai dengan studi literatur terkait media promosi dan mengenali pasar yang berisi analisis Beranda Jatim, kompetitor, konsumen, dan kondisi menggunakan metode observasi, studi literatur, dan kuesioner. Fokus dari konsumen akan dijabarkan menggunakan user persona yang akan digunakan untuk menyusun problem statement dan diakhiri dengan pembentukan creative brief. Sebelum masuk pada proses perancangan, dilakukan pembentukan ide besar yang didapatkan dari penggabungan solusi, target market, dan problem statement. Ide besar yang didapat dilanjutkan dengan strategi desain yang berisi strategi media, visual, dan kreatif. Perancangan dimulai dengan pra produksi yang terdiri dari studi eksisting, penyusunan konsep, storyline, storyboard, dan penyusunan jadwal publikasi media promosi berdasarkan model funnel content TOFU, MOFU, dan BOFU. Tahap produksi dimulai dengan proses editing, audio recording, compositing, dan rendering. Hasil produksi media menghasilkan 5 reels, 5 story, 5 feeds, dan 5 carousel yang dinilai dengan tes berbasis EPIC model dan EPIC rate untuk memvalidasi kelayakan hasil perancangan yang menghasilkan nilai sebesar 4,23 dengan kategori sangat baik.
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Belanja Produk Andalan Jawa Timur or Beranda Jatim is a platform established by the Department of Cooperatives and Small and Medium Enterprises of East Java Province to assist in the marketing of products from micro, small, and medium enterprises in East Java Province. The products available at Beranda Jatim include batik products, foods, beverages, to various handicrafts or souvenirs. In its journey, Beranda Jatim faced a decline in sales in the souvenir gallery and stagnant sales in the batik gallery. Based on survey results, almost 100% of respondents had never heard of Beranda Jatim. Promotional medium is needed that capable of driving brand awareness so that it impacts consumer purchase interest in Beranda Jatim. This research uses the design thinking method, starting with a literature study related to promotional media and recognizing the market which consists of an analysis of Beranda Jatim, competitors, consumers, and conditions using observation, literature study, and questionnaire methods. The focus of the consumers will be elaborated using user personas which will be used to compile a problem statement and ended with the formation of a creative brief. Before entering the design process, the formation of a big idea was carried out, obtained from the combination of solutions, target market, and problem statement. The big idea obtained was continued with a design strategy containing media, visual, and creative strategies. The design began with pre-production consisting of existing studies, concept preparation, storyline, storyboard, and the preparation of a publication schedule for promotional media based on the TOFU, MOFU, and BOFU content funnel models. The production stage began with the process of editing, audio recording, compositing, and rendering. The media production results produced 5 reels, 5 stories, 5 feeds, and 5 carousels which were assessed with EPIC model and EPIC rate to validate the feasibility of the design results which produced a value of 4,23 with a very good category.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	media promosi, instagram, beranda jatim, promotional media, instagram, beranda jatim
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Azzam Aulia Trihatmo
Date Deposited:	30 Jan 2026 02:10
Last Modified:	30 Jan 2026 02:34
URI:	http://repository.its.ac.id/id/eprint/131177

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