Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Creative Student Research Science and Education Journal
Willy Bachtiar
Institut Pertanian Bogor
Humanities Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Social Sciences Transportation

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Perancangan Konsep Kreatif Dalam Penyusunan Pesan Campaign #KitaUbah Di PT WasteforChange Alam Indonesia Rachel Triana Azzahra; Willy Bachtiar
Science and Education Journal (SICEDU) Vol 5 No 2 (2026): Science and Education Journal 2026
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/sicedu.v5i2.417

Abstract

Pengembangan konsep kreatif dan penyusunan pesan pada campaign #KitaUbah yang dilakukan di PT WasteforChange Alam Indonesia dilaksanakan melalui strategi komunikasi digital terintegrasi dengan memanfaatkan Instagram Reels, artikel, kolaborasi Key Opinion Leader (KOL), serta online challenge. Penyusunan pesan dilakukan menggunakan model AIDA (Attention, Interest, Desire, Action) untuk mengarahkan audiens dari tahap awareness hingga tindakan. Tahap attention dibangun melalui emotional hook, data driven hook, dan problem based hook. Tahap interest dipertahankan melalui storytelling dengan struktur problem, insight, dan solution yang diperkuat melalui artikel edukatif yang dipublikasikan pada platform institusional dan eksternal. Tahap desire diperkuat melalui copywriting yang relatable serta validasi sosial dari KOL dan Employee Generated Content (EGC). Tahap action didorong melalui strategi call to action yang persuasif dan mekanisme partisipatif berupa online challenge menggunakan fitur “Add Yours”. Penelitian ini menggunakan pendekatan deskriptif kualitatif untuk menganalisis penyusunan pesan dan pola keterlibatan audiens. Social Cognitive Theory digunakan untuk menjelaskan respon dan keterlibatan perilaku audiens melalui interaksi antara faktor personal, perilaku, dan lingkungan digital. Hasil penelitian menunjukkan bahwa campaign menghasilkan engagement digital dan partisipasi aktif dengan 112 peserta yang menghasilkan praktik nyata pengelolaan sampah seperti memilah sampah dan membuat kompos. Komentar reflektif audiens serta peningkatan direct message terkait layanan Waste4Change menunjukkan bahwa penyampaian pesan berkontribusi terhadap munculnya indikasi perubahan perilaku dan ketertarikan audiens terhadap layanan perusahaan.
Perancangan Digital Handbook sebagai Media Informasi untuk Meningkatkan Akses Audiens APIKES Iris Annisa Soleha Z; Willy Bachtiar
Journal of Creative Student Research Vol. 4 No. 3 (2026): Juni : Journal of Creative Student Research
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jcsr-politama.v4i3.6185

Abstract

This research discusses the design of the APIKES Iris handbook digital information media which is behind the problem of information access, where the available website is still desktop oriented and the existing social media has not been utilized as an optimal information media. The method used is qualitative with data collection through observation, trial, in-depth interview, and documentation. The data obtained is then analyzed using data reduction techniques by filtering, grouping, and focusing relevant information. This research aims to transform complex information through content curation techniques into more concise, structured, and practical information. The media design process is carried out using the theory and approach of User Centered Design (UCD) to ensure that the media developed is in accordance with the needs of users and organizational goals. Research results show that handbook digital information media is able to collect information that was previously scattered centrally into one media that has been integrated and responsive for both mobile and computer users. In addition, the implementation of UCD proves that the approach can not only be applied in application development, but also in the design of digital information media. This research also shows that the aspect of media design and proper information preparation is able to produce a more functional information media.
Co-Authors Annisa Soleha Z Rachel Triana Azzahra