Syakhila Putri Permatasari, Arif Ranu Wicaksono

Perancangan Video Iklan Pada Media Sosial Sebagai Penguat Citra Merek Silamas Semar

Introduction

Perancangan video iklan pada media sosial sebagai penguat citra merek silamas semar. Rancang video iklan komedi di media sosial untuk memperkuat citra merek Silamas Semar, startup agribisnis ekonomi sirkular. Tingkatkan brand awareness & loyalitas lewat komunikasi visual efektif.

Abstract

Citra merek memiliki peran penting dalam membangun kesadaran konsumen, memengaruhi keputusan pembelian, serta memperkuat loyalitas terhadap suatu produk. Silamas Semar merupakan perusahaan rintisan agribisnis yang mengusung konsep ekonomi sirkular melalui pemanfaatan limbah pertanian berupa tebon jagung sebagai silase pakan ternak serta pengolahan urine sapi menjadi pupuk organik cair. Meskipun memiliki konsep bisnis yang inovatif dan berkelanjutan, citra merek Silamas Semar belum terbentuk secara optimal di kalangan target audiens karena media promosi yang digunakan masih bersifat informatif dan kurang mampu membangun keterikatan emosional. Penelitian ini bertujuan merancang video iklan pada media sosial sebagai strategi komunikasi visual untuk memperkuat citra merek Silamas Semar. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Pengumpulan data dilakukan melalui observasi, wawancara dengan pihak internal perusahaan, serta penyebaran kuesioner kepada target audiens. Proses perancangan video iklan menggunakan pendekatan EPIC Model yang meliputi empat dimensi utama, yaitu Empathy, Persuasion, Impact, dan Communication. Hasil perancangan menghasilkan video iklan dengan konsep komedi fiktif yang menampilkan permasalahan peternak serta solusi melalui produk Silamas Semar. Hasil kuesioner terhadap 68 responden menunjukkan bahwa 73,5% responden menilai visual komedi menarik, 64,7% menyatakan pesan humor mudah dipahami, dan 75% responden menilai video layak digunakan sebagai media promosi. Dengan demikian, video iklan pada media sosial terbukti efektif sebagai media komunikasi visual dalam meningkatkan brand awareness dan memperkuat citra merek Silamas Semar.

Review

The submitted paper, "Perancangan Video Iklan Pada Media Sosial Sebagai Penguat Citra Merek Silamas Semar," addresses a highly relevant issue in today's digital landscape: the strategic use of social media to build brand image, especially for innovative startups. The authors effectively highlight the unique value proposition of Silamas Semar, an agribusiness venture focused on circular economy principles through agricultural waste utilization. The core problem, a suboptimal brand image despite a sustainable business model due to ineffective promotional media, is clearly articulated, setting a strong foundation for the research. The objective to design social media video advertisements as a visual communication strategy to strengthen brand image is timely and pertinent, demonstrating a practical application of marketing principles. The choice of a qualitative descriptive approach with a case study method, complemented by robust data collection techniques like observation, interviews, and questionnaires, provides a solid methodological framework for understanding the problem and designing a solution. The research effectively leverages the EPIC Model, encompassing Empathy, Persuasion, Impact, and Communication, to guide the design process of the video advertisement. This structured approach ensures a comprehensive consideration of various facets crucial for effective advertising. The resulting video concept, a fictional comedy depicting farmer challenges and solutions offered by Silamas Semar, is an insightful creative choice, aiming to build emotional connection beyond mere information dissemination. The quantitative feedback from 68 respondents strongly supports the effectiveness of this design: high percentages indicated the comedic visuals were appealing (73.5%), the humorous message was easy to understand (64.7%), and the video was deemed suitable for promotion (75%). These findings collectively support the authors' conclusion that social media video ads can serve as an effective visual communication medium for enhancing brand awareness and strengthening brand image. This study offers valuable insights into brand building for sustainable agribusiness startups, demonstrating a practical approach to translating a complex, eco-friendly business model into engaging promotional content. While the paper successfully *designs* and *tests the perception* of the advertisement's effectiveness, a potential area for future research could involve tracking the actual impact of the implemented video ads on key performance indicators such as audience engagement, website traffic, lead generation, or sales conversions over a sustained period. Additionally, exploring how different comedic styles or alternative emotional appeals might resonate with various segments of the target audience could further refine future communication strategies. Nonetheless, the research provides a strong foundation for Silamas Semar's marketing efforts and serves as a commendable example of how strategic design thinking can address real-world business challenges in brand development.

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