PERANCANGAN VIDEO ANIMASI MOTION GRAPHIC SEBAGAI MEDIA PROMOSI DIGITAL UNTUK MENINGKATKAN DAYA TARIK PENGUNJUNG CAFE KAHAWA STREET
DOI:
https://doi.org/10.51878/academia.v6i4.11702Keywords:
MDLC, Media Sosial, Motion Graphic, Promosi Cafe, Video AnimasiAbstract
Cafe Kahawa Street is a local culinary business located in Timu Rasanggaro Village and faces the challenge of low visitor attractiveness due to the lack of effective visual promotional media in the digital era. This research aims to design motion graphic animation videos as promotional media that can increase visitor attractiveness through the utilization of Instagram, Facebook, TikTok, and YouTube social media. The method used is the Luther-Sutopo Multimedia Development Life Cycle (MDLC) consisting of six stages: concept, design, material collecting, assembly, testing, and distribution. Data were collected through direct observation, interviews with the cafe owner, and literature study, while validation was carried out by media experts and material experts as well as trials on potential visitors. The results showed that a 60-second motion graphic animation video with a 9:16 format was successfully designed using Adobe Illustrator, Adobe After Effects, Adobe Premiere Pro, and Adobe Audition. Media expert validation obtained an average score of 91% in the very feasible category, material experts 89.25% in the very feasible category, and prospective visitor responses 88.53% in the very attractive category. Implementation of the video on social media for 30 days resulted in a 147% increase in the number of visitors, a 183.3% increase in daily transactions, a 283.6% increase in Instagram followers, and a 271.4% increase in engagement rate. This research concludes that motion graphic animation videos are proven effective as promotional media that increases the attractiveness of visitors to Cafe Kahawa Street through the utilization of social media.
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