Perancangan dan Analisis Efektivitas Desain Media Promosi pada Akun Instagram Spa Central Batam

Abstract

The rapid advancement of information technology has transformed marketing strategies from conventional methods to digital-based promotion through social media. Instagram has become one of the most effective platforms for delivering visual promotional content due to its broad reach and high user engagement. This study aims to design and evaluate the effectiveness of Instagram promotional content for Spa Central Batam as a digital marketing medium. The research employed the Research and Development (R&D) method using the Villamil–Molina multimedia development model, which consists of the stages of definition, pre-production, production, post production, and delivery. The promotional media developed in this study consisted of graphic design posters published through Instagram. Product validation was conducted through expert evaluation involving media experts and the marketing manager of Spa Central Batam to assess visual quality, message clarity, layout, design consistency, and suitability for the target audience. Furthermore, the effectiveness of the promotional media was evaluated through beta testing involving 11 Spa Central Batam customers using the EPIC Model, which measures four dimensions: Empathy, Persuasion, Impact, and Communication. The results indicate that the designed promotional media met the required visual communication standards and effectively conveyed promotional information. The evaluation also demonstrated positive responses from participants across all EPIC Model dimensions, indicating that the Instagram promotional designs successfully attracted attention, communicated information clearly, increased customer interest, and created a positive impression of Spa Central Batam. Therefore, the developed promotional media is considered feasible and effective for supporting the company's digital marketing activities.