CHRISNAMURTI, BILLY (2024) STRATEGI PRODUKSI KONTEN PROMOSI AUDIO VISUAL AKUN INSTAGRAM TRAC ASTRA RENT A CAR @TRAC_ASTRA DALAM MASA PANDEMI COVID - 19 (Periode Juni 2021 - Desember 2021). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The sophistication of technology on smartphones and internet networks now makes it very easy for business people to market their products via social media Instagram as a promotional medium. Because it is easier and simpler to use as promotional media, especially during the Covid19 pandemic. The aim of this research is to determine the production strategy for audio-visual promotional content on Instagram @Trac_Astra. The concept used is television production strategy. This research uses a qualitative approach with a case study method, where the data collection technique is through in-depth interviews with informants, namely the marketing communications manager, head of the customer relations department and marketing communications staff. The research results show that the audio visual content production strategy includes pre-production, namely preparation before starting content creation, analyzing and compiling concepts developed from an idea, production, namely the implementation of content creation from what has been previously prepared which focuses on taking videos and audio in the field and finally the post-production stage which will produce an interesting performance or not from the production and editing results then publication on certain media and the evaluation process after broadcast. Keywords: Production strategy, Instagram, Covid-19 Canggihnya teknologi pada Smartphone dan jaringan internet saat ini memberikan alternatif lain bagi para pebisnis dalam memasarkan produknya melalui media sosial instagram sebagai media promosinya, terutama saat pandemic Covid - 19. Tujuan penelitian ini adalah untuk mengetahui strategi produksi konten promosi audio visual di Instagram @Trac_Astra. Konsep yang digunakan adalah tahapan strategi produksi televisi, yang meliputi dari Pra Produksi, Produksi dan Pasca Produksi. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, dimana teknik pengumpulan data melalui wawancara mendalam kepada informan, yaitu marketing communication manager, kepala departement customer relations dan staf marketing communication. Hasil penelitian menunjukkan bahwa strategi produksi konten audio visual meliputi dari pra produksi, yaitu persiapan sebelum memulainya pembuatan konten, menganalisis dan menyusun konsep yang dikembangkan dari suatu ide, produksi, yaitu pelaksanaan pembuatan konten dari apa yang sudah dipersiapkan sebelumnya yang berfokus pada pengambilan video dan audio di lapangan dan yang terakhir tahap pasca produksi yang akan menghasilkan pertunjukan yang menarik atau tidak dari hasil produksi dan penyuntingan lalu publikasi pada media tertentu dan proses evaluasi setelah penayangan. Kata Kunci : Strategi produksi, Instagram, Covid-19
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