PERANCANGAN SERIAL VIDEO DAN MATERI PENDUKUNG UNTUK KAMPANYE BRAND AWARENESS CAFE UMASEI MELALUI INSTAGRAM

ANUGRAH, DIMAS PRAMUDITA TRI SEPTIAN (2025) PERANCANGAN SERIAL VIDEO DAN MATERI PENDUKUNG UNTUK KAMPANYE BRAND AWARENESS CAFE UMASEI MELALUI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This final project aims to design and evaluate a brand awareness campaign for Café Umasei through digital Media, consisting of a promotional video series and a gathering event entitled Sudut Temu. As an emerging café, Umasei faces challenges in terms of low popularity and limited audience engagement on social Media. This research adopts the Design Thinking method with a qualitative approach using observation, interviews, and questionnaire distribution. The results show that the campaign successfully l Instagram insights from June 21 to July 20, the account reached 71,000 impressions, 530 interactions, and gained 198 new followers. feedback highlights the strengths in its unique theme, cozy ambiance, and Storytelling about the product information, refining visual design, and managing event execution. It is expected that this project can serve as a reference for developing more effective digital promotional strategies to increase Café recognition and appeal among its Target audience. Keywords: Campaign, Brand Awareness, Café Umasei, Promotional Video, Social Media Penelitian ini bertujuan untuk merancang dan mengevaluasi kampanye brand awareness Café Umasei melalui Media digital berupa serial video promosi dan penyelenggaraan acara gathering bertajuk Sudut Temu. Café Umasei sebagai bisnis rintisan menghadapi tantangan rendahnya popularitas dan keterlibatan audiens di Media sosial. Penelitian menggunakan metode Design Thinking dengan pendekatan kualitatif melalui observasi, wawancara, dan penyebaran kuesioner. Hasilnya menunjukkan bahwa kampanye berhasil membangun citra Café Umasei sebagai kafe dengan suasana hangat seperti rumah nenek. Berdasarkan data insight Instagram periode 21 Juni 20 Juli, terjadi peningkatan tayangan hingga 71.000, interaksi sebanyak 530, dan penambahan 198 pengikut baru. Umpan balik responden menegaskan kekuatan kampanye terletak pada keunikan tema, suasana nyaman, dan Storytelling pendirian kafe. Namun, masih terdapat ruang perbaikan pada penyampaian informasi produk, desain visual, dan manajemen acara. Dengan demikian, diharapkan hasil karya ini dapat menjadi acuan pengembangan strategi promosi digital bagi Café Umasei agar lebih dikenal dan diminati Target pasar. Kata Kunci: Kampanye, Brand Awareness, Café Umasei, Video Promosi, Media Sosial

Item Type:	Thesis (S1)
Call Number CD:	FDSK/DKV. 25 095
NIM/NIDN Creators:	42321010106
Uncontrolled Keywords:	Kampanye, Brand Awareness, Café Umasei, Video Promosi, Media Sosial
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 808 Rhetoricand Collections of Literary/Retorik, Retorika dan Kumpulan Karya Sastra
Divisions:	Fakultas Desain dan Seni Kreatif > Desain Komunikasi Visual
Depositing User:	khalimah
Date Deposited:	01 Oct 2025 08:30
Last Modified:	01 Oct 2025 08:30
URI:	http://repository.mercubuana.ac.id/id/eprint/98661

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