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All Journal Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM)
Fikry Fachrurrizal
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Pengembangan Strategi Komunikasi Digital Marketing Probetech Dalam Membangun Brand Awareness Melalui Instagram Raisha Maharani; Alfa Taufan Latif; Fikry Fachrurrizal
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9225

Abstract

This study aims to develop a digital marketing communication strategy for Probetech in building brand awareness through Instagram. Probetech is a company engaged in occupational safety and health (K3) inspection and testing services that recently established itself as an independent brand and faces challenges in strengthening its brand identity in the digital environment. This research used a descriptive qualitative approach through observation, interviews, active participation, documentation, and literature study. SWOT analysis was applied to identify the conditions of Probetech’s Instagram account, while the Integrated Marketing Communication (IMC) concept was used as the main theoretical foundation in formulating the strategy. The results show that the development of the “Probetech Safety Insight” campaign, supported by content pillars, visual guidelines, and content planning, was able to create a more structured and consistent communication direction. The strategy emphasizes educational content, visual consistency, and integrated communication to strengthen the company’s professional image and credibility. The implementation guideline developed in this study also functions as a practical reference for maintaining sustainable brand communication through Instagram.
Implementasi Model AISAS dalam Penulisan Naskah Reels pada Instagram @pln.iconplus Siti Ainun Arsy; Alfa Taufan Latif; Fikry Fachrurrizal
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9289

Abstract

Fierce competition in digital marketing demands creativity in short-form video content. This study aims to analyze the implementation of the AISAS (Attention, Interest, Search, Action, Share) model in writing Instagram Reels scripts for the @pln.iconplus account, using a sample video titled "GRWP! Ayo Ayo Ayo." This study employs a descriptive qualitative approach through theoretical script analysis using the Stimulus-Organism-Response (S-O-R) framework, supported by secondary data from Instagram Insights engagement metrics. The results indicate that PLN Icon Plus successfully converted rigid corporate bureaucratic messages into a tactical and dynamic narrative. In the Attention and Interest phases, the use of Medium Shot techniques and jump cut pacing every 1.5–2 seconds effectively triggered a pattern interrupt to maintain viewer retention. Meanwhile, in the Action and Share phases, humorous elements from popular culture successfully triggered emotional responses that drove organic interactions. The success of this strategy is empirically proven by Instagram Insights data, which recorded 11,600 views, 6,432 reach, 347 likes, 11 comments, 7 saves, and 28 shares, yielding a definitive Engagement Rate (ER) of 6.11%, significantly outperforming the industry average of 1%–3%. The study concludes that integrating the AISAS formula, complying with SOPs, and adapting digital culture in scriptwriting can significantly enhance corporate brand communication effectiveness on social media.
Implementasi Teknik Jump Cut dalam Editing Video Reels Instagram pada Akun PLN Icon Plus Irda Mawar Pratiwi; Alfa Taufan Latif; Fikry Fachrurrizal
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9290

Abstract

Competition in the information technology industry requires PLN Icon Plus to create innovative communication strategies through Instagram Reels. However, strict internal Standard Operating Procedure (SOP) regulations cause the visual content to be monotonous, overly formal, and distant from social media audiences. This study aims to discuss the implementation of the jump cut editing technique to resolve this issue. The method used is descriptive qualitative with a case study approach. Data collection was conducted through observation, interviews, and document review based on the Stimulus-Organism-Response (S-O-R) theory framework. The results show that using the jump cut technique through extreme clip shortening, fast transitions between talent, instant zoom-ins, and humor-infused text successfully made the videos more interesting and dynamic. These visual changes proved effective in maintaining audience focus and increasing real interactions on Instagram Insights. In conclusion, the jump cut technique is effective in changing stiff corporate content to be more engaging, while still strictly complying with corporate SOP to maintain the company's reputation.
Co-Authors Alfa Taufan Latif Irda Mawar Pratiwi Raisha Maharani Siti Ainun Arsy