Perancangan Video Iklan Layanan Sewa Ruangan di Terminal Ferry Domestik Sekupang Berbasis Motion Graphic

Abstract

The rental rate for commercial spaces at the Sekupang Domestic Ferry Terminal remains relatively low due to the lack of engaging visual promotional media. Currently, promotional efforts rely solely on a website and word-of-mouth marketing, resulting in a highly limited audience reach. To increase appeal to prospective tenants, this research designs an alternative promotional medium in the form of an advertisement video based on a motion graphic concept. This video is dynamically designed by integrating 2D motion graphic elements, kinetic typography, and live-action footage, alongside voice-over recordings and background music from the Pixabay website. This research employs the Villamil-Molina multimedia development method, consisting of five stages: development, pre-production, production, post-production, and delivery. Alpha testing was conducted by experts to evaluate the spatial, temporal, live-action, and typography aspects. The alpha testing results showed an average score of 3.95, falling under the "Agree" criterion. Furthermore, beta testing was conducted on 30 target respondents using the EPIC Model method to measure the effectiveness of the message delivered to the audience. Data analysis results indicated a final effectiveness value (EPIC Rate) of 4.52, classifying it under the "Highly Effective" criterion. The Communication dimension achieved the highest score of 4.61, indicating that the promotional message within the video is understood very clearly by the audience. In conclusion, this motion graphic advertisement video is proven feasible and effective to be used as a sustainable promotional tool at the terminal.