PENGEMBANGAN MEDIA PROMOSI INFOGRAFIS MELALUI JEJARING SOSIAL INSTAGRAM UNTUK BRAND AWARENESS MOTUL INDONESIA

Abstract

ABSTRAK

Penelitian ini bertujuan: (1) Merancang media promosi berbasis infografis produk Motul Indonesia, (2) Menguji kelayakan media promosi infografis melalui media sosial bagi konsumen terhadap kesadaran merek Motul di Indonesia. Penelitian ini merupakan jenis penelitian pengembangan. Model penelitian menggunakan model ADDIE yang terdiri dari Analyze, Design, Develop, Implement,dan Evaluate. Penelitian dilakukan di media sosial Motul Indonesia . Tahap pengujian kelayakan produk dilakukan oleh dua ahli media, dan pengujian akhir oleh konsumen. Teknik pengumpulan data menggunakan instrumen angket dan dianalisis menggunakan analisis deskriptif. Hasil penelitian ini adalah: (1) rancang bangun infografis untuk media sosial Instagram Motul Indonesia menggunakan model ADDIE menghasilkan gambar infografis, dan (2) Kelayakan media promosi oleh ahli media didapat rerata skor 68 sehingga termasuk kategori “sangat layak”, hasil Penilaian pengguna Instagram Motul Indonesia didapat 65,98 % menyatakan “layak” dan 34,02 % menyatakan “sangat layak” digunakan sebagai media promosi.

Kata Kunci: infografis, motul indonesia, jejaring sosial, ADDIE

ABSTRACT

This study aims to: (1) design promotion media based on infographic product of Motul Indonesia, (2) to test the feasibility of infographic promotion media through social media on Motul Indonesia for consumers’ brand awareness in Indonesia. This study was a kind of study  development. The research  model used ADDIE model which consisted of Analyze, Design, Develop, Implement, and Evaluate. The study was conducted in Social Media Motul Indonesia.. The product feasibility testing stage was performed by two media experts, and the final test by these consumers. Data collection techniques used questionnaires and data analyzed using descriptive analysis. The results showed: (1) infographic design for social media Instagram Motul Indonesia using ADDIE model produce infographic image, and (2) feasibility promotion media by media experts obtained an average score of 68 so that it was categorized as "very feasible”, the result of user appraisal of Instagram Motul Indonesia obtained 65.98% stated "feasible" and the rest was 34.02% stated “highly feasible” to be used as promotion media.

Keywords: infographics, motul indonesia, social networking, ADDIE