<mets:mets OBJID="eprint_33156" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-10-22T20:55:29Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>EPrints Universitas Amikom Yogyakarta</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_33156_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>PENERAPAN DIGITAL MARKETING DENGAN VIDEO MOTION &#13;
GRAPHIC SEBAGAI STRATEGI PEMASARAN &#13;
UMKM PISANG KEJU 17</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Muhammad Daffa Atta</mods:namePart><mods:namePart type="family">Aradana</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Pemasaran digital bagi Usaha Mikro, Kecil, dan Menengah (UMKM) di bidang&#13;
kuliner saat ini sedang menghadapi tantangan yaitu berupa persaingan ketat dan juga&#13;
rendahnya rentang perhatian audiens di media sosial. UMKM Pisang Keju 17 memiliki&#13;
kendala dalam pemasaran secara digital terutama pada kurangnya pemanfaatan media&#13;
sosial sebagai media promosi produk, yang berakibat pada rendahnya brand awareness&#13;
produk. Penelitian ini dilakukan bertujuan untuk   merancang dan juga menganalisis&#13;
efektivitas penerapan dari video animasi motion graphic 2D sebagai salah satu strategi&#13;
pemasaran digital pada platform Instagram untuk meningkatkan interaksi konsumen&#13;
terhadap produk dari Pisang Keju 17. Metodologi yang digunakan dalam perancangan&#13;
video promosi ini adalah Multimedia Development Life Cycle (MDLC). Metode ini&#13;
meliputi enam tahapan pengembangan yang terstruktur, yaitu tahap pengonsepan&#13;
(concept), pembuatan desain (design), pengumpulan bahan materi (material collecting),&#13;
penggabungan atau produksi (assembly), pengujian kesesuaian (testing), hingga tahap&#13;
penyebaran (distribution) secara langsung melalui akun Instagram UMKM tersebut.&#13;
Hasil penelitian menunjukkan bahwa penerapan strategi pemasaran menggunakan video&#13;
motion graphic 2D terbukti efektif dalam meningkatkan engagement audiens. Setelah&#13;
didistribusikan, video promosi tersebut berhasil menjangkau 226 akun dengan total 340&#13;
tayangan, meraih 137 likes, 5 komentar, 13 kali dibagikan, serta mendatangkan 24&#13;
pengikut baru. Angka ini menunjukkan peningkatan yang signifikan dibandingkan&#13;
unggahan sebelumnya yang hanya mendapatkan 46 likes dan tanpa komentar. Selain itu,&#13;
data insight menunjukkan bahwa 86,3% audiens yang melihat video merupakan akun&#13;
yang belum mengikuti (non-followers), membuktikan bahwa motion graphic berhasil&#13;
memperluas jangkauan promosi kepada khalayak baru dan berpotensi meningkatkan&#13;
brand awareness UMKM Pisang Keju 17 secara optimal.</mods:abstract><mods:classification authority="lcc">659 Periklanan dan hubungan masyarakat</mods:classification><mods:classification authority="lcc">696 Animasi</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2026-05-18</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas AMIKOM Yogyakarta;Fakultas Ilmu Komputer</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_33156"><mets:rightsMD ID="rights_eprint_33156_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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