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All Journal Jurnal Komunikasi Pembangunan Pendas : Jurnah Ilmiah Pendidikan Dasar Literasi: Jurnal Ilmiah Pendidikan Bahasa, Sastra Indonesia dan Daerah JPM (Jurnal Pendidikan Modern) Jurnal Kajian Komunikasi dan Pembangunan Daerah Nivedana : Jurnal Komunikasi dan Bahasa JOURNAL SCIENTIFIC OF MANDALIKA (JSM) Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM) Economics, Business, Management, & Accounting Journal Jurnal Cendekia Ilmiah Proceeding of The International Conference on Religious Education and Cross - Cultural Understanding
Alfi Rahmawati
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Implementasi Metode AIDA dalam Penulisan Naskah Video Iklan Apartemen Vasaka Solterra Indah Ratna Dewi; Alfi Rahmawati
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.v5i2.9232

Abstract

This study discusses the implementation of the AIDA (Attention, Interest, Desire, Action) writing technique in the scriptwriting process of advertisement videos for Vasaka Solterra apartments. The study was conducted based on the development of digital media and the increasing use of short video content as a marketing communication medium in the property sector. The purpose of this study is to analyze the application of the AIDA technique in advertising scriptwriting in order to produce persuasive and systematic messages. This study employed a descriptive qualitative approach through observation, active participation, and literature review. The results show that the implementation of the AIDA technique was able to structure the message flow systematically, starting from attracting audience attention, generating interest, creating desire, and encouraging action through a call to action. In educational advertisements, the AIDA technique successfully increased audience awareness of common mistakes in purchasing apartments, while in promotional advertisements, the technique strengthened the connection between lifestyle, audience needs, and property offerings. This study concludes that the AIDA technique can support the quality of short-duration property advertisement video content through persuasive, relevant messages that are aligned with current digital audience preferences, thereby strengthening the quality of marketing communication on social media.
STRATEGI COPYWRITING LINKEDIN INDONUSA TELEMEDIA (TRANSVISION) DENGAN MODEL AIDA UNTUK MENINGKATKAN ENGAGEMENT KONSUMEN Fauzul Adhim; Alfi Rahmawati
NIVEDANA : Jurnal Komunikasi dan Bahasa Vol. 7 No. 2 (2026): NIVEDANA : Jurnal Komunikasi dan Bahasa
Publisher : Sekolah Tinggi Agama Buddha Negeri Raden Wijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53565/nivedana.v7i2.2301

Abstract

Perkembangan media sosial profesional seperti LinkedIn telah mengubah cara perusahaan membangun komunikasi dan interaksi dengan audiensnya. Penelitian ini bertujuan untuk mengeksplorasi penerapan model AIDA (Attention, Interest, Desire, Action) dalam strategi copywriting akun LinkedIn Indonusa Telemedia (Transvision) serta mengevaluasi efektivitasnya dalam meningkatkan keterlibatan audiens. Metode yang digunakan meliputi observasi, wawancara, analisis konten, dan studi pustaka untuk memahami pola komunikasi serta performa konten yang dihasilkan. Hasil penelitian menunjukkan bahwa penerapan model AIDA mampu menciptakan pesan yang lebih menarik, persuasif, dan relevan bagi audiens profesional di LinkedIn. Strategi ini terbukti berkontribusi dalam meningkatkan engagement dan memperkuat citra merek perusahaan di ranah digital. Temuan ini menunjukkan bahwa model AIDA dapat menjadi rujukan efektif dalam merancang komunikasi digital yang berkelanjutan pada platform profesional.
STRATEGI IKLAN DIGITAL APARTEMEN VASAKA SOLTERRA PADA PLATFORM INSTAGRAM DAN YOUTUBE SHORTS Maudi Rahmat, Alvira; Alfi Rahmawati
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 Nomor 02, Juni 2026 Published
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49005

Abstract

The development of digital media has encouraged the property industry to optimize marketing communication strategies through measurable digital advertising tailored to audience characteristics. This study aims to explain the digital advertising strategy of Vasaka Solterra Apartment on Instagram Reels and YouTube Shorts using the media planning theory. The research employed a descriptive qualitative method through observation, active participation, literature study, and analysis of Instagram Ads and YouTube Shorts Ads insights. The findings show that the main target audience is individuals aged 25–34 years, with Jakarta as the primary target area on Instagram Ads and several major cities as secondary targets on YouTube Shorts Ads. Media objectives were developed based on the AIDA stages: Attention, Interest, Desire, and Action. Instagram Ads were more effective in generating leads through marketing contact messages, while YouTube Shorts Ads were more effective in increasing audience awareness and reach. Platform selection, budget allocation, seven-day pulsing scheduling, and performance evaluation indicate that media planning strategies can support more targeted advertising message distribution. The study recommends strengthening call-to-Action strategies and refining audience targeting to improve lead generation effectiveness.
IMPLEMENTASI FIVE C'S OF CINEMATOGRAPHY OLEH DIRECTOR OF PHOTOGRAPHY DALAM PRODUKSI VIDEO IKLAN PROMOSI APARTEMEN VASAKA SOLTERRA Dhana Mulyawan, Puan; Alfi Rahmawati
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49173

Abstract

The increasingly competitive property industry in Indonesia has prompted developers to adopt more effective marketing communication strategies through digital promotional video production. This study aims to describe the implementation of the Five C's of Cinematography by the Director of Photography in the production of promotional videos for Vasaka Solterra apartment. Using a qualitative descriptive approach, data were collected through active participation, systematic observation, and literature review. Two purposively selected videos were analyzed using the Five C's of Cinematography framework, encompassing camera angles, close-ups/shot size, composition, continuity, and cutting. The findings indicate that all five elements were applied variably according to each video's communicative approach, collectively contributing to visual quality that supports the effectiveness of property promotional messages on social media.
THE IMPLEMENTASI METODE EDITING EDWIN PORTER DALAM PENYUNTINGAN VIDEO IKLAN APARTEMEN VASAKA SOLTERRA Khalilah, Khansa Naurah; Alfi Rahmawati
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49188

Abstract

The increasing use of digital media has encouraged property companies to utilize advertising videos as a marketing communication strategy. However, video editing practices still tend to focus on technical and continuity aspects rather than narrative development. This study aims to describe the implementation of Edwin Porter’s editing method in the production process of Vasaka Solterra apartment advertisement videos. A descriptive approach was employed using active participation, observation, and literature review methods. The findings show that Edwin Porter’s editing techniques, including dramatic situation development, parallel editing, contrast editing, cross cutting, cut away, and match cut, were successfully implemented in six advertising videos. The application of these techniques contributed to strengthening visual narratives, continuity, message delivery, and audience engagement.
Analisis Framing Komparatif Pemberitaan Radarsukabumi Dan Sukabumiku Mengenai Konflik Palestina Israel Menggunakan Teori Framing Robert N.Entman Muhammad Syakir; Alfi Rahmawati
DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah Vol. 14 No. 1 (2026): DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah
Publisher : Universitas Islam Syekh Yusuf

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33592/dk.v14i1.8883

Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana framing media terhadap kasus penarikanIndomie di Taiwan memengaruhi persepsi publik dan membentuk citra perusahaan PT Indofood.Rumusan masalah penelitian mencakup: bagaimana media nasional dan internasional membingkaiisu penarikan Indomie, bagaimana framing tersebut berdampak pada citra perusahaan, serta133bagaimana klarifikasi melalui media tradisional dan media sosial membantu memulihkan reputasi.Penelitian ini menggunakan metode kualitatif dengan pendekatan analisis isi, yang mengkaji artikelberita daring, pernyataan resmi, serta respons publik atas isu tersebut. Temuan penelitianmenunjukkan bahwa pemberitaan awal lebih menonjolkan isu keamanan pangan sehinggamemunculkan sentimen negatif sementara. Namun, klarifikasi dari PT Indofood dan BadanPengawas Obat dan Makanan (BPOM) berhasil membentuk narasi penyeimbang yang meredamdampak reputasi. Media sosial turut berperan mempercepat penyebaran informasi klarifikasi danmemperkuat dukungan publik. Kesimpulan penelitian menegaskan bahwa meskipun terdapatpemberitaan negatif, citra Indofood tetap stabil berkat kepercayaan merek jangka panjang dan strategikomunikasi krisis yang efektif.
Co-Authors Athaullah Sikumbang Ayumi Fitriani Gunawan Dhana Mulyawan, Puan Fajar Dwi Rukma Fauzul Adhim Gusvandi Harki Huzaifi, Fadhil Indah Ratna Dewi Khalilah, Khansa Naurah Kuntoro, Diadji Matori Matori Maudi Rahmat, Alvira Minsih Muhammad Syakir Pudji Muljono Rina Priarni Salsabila, Aliya Tasya Camila Hamdani Tasya Kamila Hamdani Videlya Kayla Wahyu Budi Priatna