UTAMI, ISNAENI NURFAJRIAH (2023) DIRECTOR PRODUKSI IKLAN LAYANAN MASYARAKAT "PETANI KOPI MUDA BISA" OLEH ASOSIASI KOPI INDONESIA (ASKI) DALAM UPAYA MENINGKATKAN EKONOMI PETANI DAN KUALITAS KOPI NUSANTARA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Current developments are progressing in the coffee industry in Indonesia and in the world, with the fact that Indonesia is the largest coffee commodity which acts as a producer with the 4th rank in the world, after Brazil, Vietnam and Columbia. Until now, the millennial generation has begun to look at the world of coffee as coffee farmers. and coffee connoisseurs. So that various educational socializations about coffee appeared, starting from the upstream. The existence of educational socialization activities starting from upstream, namely planting and maintaining good and appropriate coffee plantations, can improve the quality of archipelago coffee. As Director, making Public Service Advertisements "Young Coffee Farmers Can!". The author has the intention of providing education about planting and maintaining coffee plantations by packaging messages through Public Service Announcements that are depicted in audio-visuals that are easy for the public to understand. The author obtains information by conducting research through interviews and journals by organizations in the coffee industry. It has the aim of educating the public to find out about coffee education knowledge that starts from upstream, namely planting and maintaining coffee that is appropriate and good so that it can produce the best quality Indonesian coffee and can help the farmer's economy. Keywords: Director, Public Service Advertisements, Education, Coffee Farmers Perkembangans sekarang ini semakin maju dalam industri kopi di Indonesia ataupun di dunia, dengan faktanya Indonesia merupakan komoditas kopi terbesar yang berperan sebagai produsen dengan peringkat ke-4 di dunia, setelah brazil Vietnamdan Columbia.Hingga saat ini generasi milenial mulai melirik dunia perkopian sebagai petani kopi maupun penikmat kopi. Sehingga muncul berbagai sosialisi edukasi tentang perkopian yang dimulai dari hulu. Dengan adanya kegiatan sosialisasi edukasi yang dimulai dari Hulu yaitu penanaman dan pemeliharaan kebun kopi yang baik dan sesuai, dapat meningkatkan kualitas kopi nusantara. Sebagai Director, pemeliharaan kebun kopi dengan mengemas pesan emlalui Iklan Layanan Masyarakat yang tergambarkan dalam audio-visual yang mudah dimengerti masyarakat. Penulis mendapatkan infromasi dengan melakuakn riset melalui wawancara dan jurnal oleh pihal organisasi di bidang industri perkopian. Memiliki tujuan untuk memberikan edukasi kepada masyarakat untuk mengetahui pengetahuan edukasi perkopian yang dimulai dari hulu yaitu penanaman dan pemeliharaan kopi yang sesuai dan baik sehingga dapat menghasilkan kualitas kopi nusantara yang terbaik dan dapat membantu perekonomian petani. Kata kunci: Director, ,Iklan Layanan Masyarakat, Edukasi, Petani Kopi
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