ANALISIS EFEKTIVITAS VIDEO PROMOSI PADA UMKM: STUDI KASUS TOKO MEGA PLASTIK DENGAN PENDEKATAN KUANTITATIF MODEL KAP

Abstract

Improving digital branding is essential for MSMEs to remain competitive in the era of digital transformation. Toko Mega Plastik, a plastic product distributor in Batam City, still relies on conventional promotional methods such as brochures and word-of-mouth, which are less effective in reaching a wider audience.This study aims to create a promotional video as a more engaging, professional, and accessible tool for digital branding. The video production process followed Luther Sutopo’s Multimedia Development Life Cycle (MDLC) method, while its effectiveness was measured through a Model KAP using a Likert scale to capture audience responses.The initial outcomes include a script, storyboard, and two one-minute videos showcasing the strengths of Toko Mega Plastik’s products and services. These videos are expected to enhance the company’s brand image, expand its digital marketing reach, and provide a strategic solution for attracting new customers and increasing sales through promotions aligned with current digital trends.