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      "keywords": "Video Company Profile, Storytelling, Pemasaran Digital,\r\nPascasarjana Amikom, Media Sosial, Digital Marketing, Amikom\r\nPostgraduate Program, Social Media",
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      "abstract": "Perkembangan internet di Indonesia mendorong pergeseran strategi\r\npemasaran instansi pendidikan dari metode konvensional menuju pemasaran digital\r\nyang lebih visual dan interaktif. Internet menjadi media utama masyarakat dalam\r\nmencari informasi pendidikan, sehingga instansi pendidikan dituntut untuk\r\nmenghadirkan konten promosi yang komunikatif dan persuasif, terutama melalui\r\nmedia sosial seperti Instagram. Video konten digital dinilai efektif karena mampu\r\nmenyampaikan informasi sekaligus membangun keterlibatan emosional audiens. \r\nPascasarjana Universitas Amikom Yogyakarta memiliki keunikan dalam\r\norientasi teknologi dan industri kreatif, namun belum didukung oleh video company\r\nprofile yang terstruktur dan menarik. Promosi yang masih terbatas berdampak pada\r\nkurang optimalnya penyampaian identitas institusi dan penurunan jumlah\r\npendaftar. Oleh karena itu, perancangan video company profile menggunakan\r\nkonsep storytelling dengan teori tiga babak dilakukan sebagai solusi. Babak\r\npertama memperkenalkan konteks cerita dan audiens sasaran, babak kedua\r\nmenampilkan eksplorasi solusi melalui keunggulan Pascasarjana Amikom, dan\r\nbabak ketiga menegaskan hasil perjalanan naratif. Pendekatan ini diharapkan\r\nmampu meningkatkan efektivitas komunikasi dan branding Pascasarjana Amikom.",
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