Perancangan Media Promosi MAHI: Makan Apa Hari Ini? Vol.3 di Artotel Batam dengan Metode Multimedia Development Life Cycle (MDLC)

Abstract

Social media has become one of the most widely used promotional media in the hospitality industry to disseminate product information and attract consumer interest. Artotel Batam, through its Food and Beverage (F&B) program, MAHI: Makan Apa Hari Ini? Vol.3, required promotional media to reintroduce the program after a temporary hiatus while promoting its new menu concept to the target audience. This study aimed to design digital promotional media using the Multimedia Development Life Cycle (MDLC) method and evaluate its effectiveness using the AIDA (Attention, Interest, Desire, Action) model. A descriptive quantitative approach was employed, with data collected through observations, interviews, literature review, expert validation, and questionnaires administered to 120 respondents. The promotional media developed included Instagram Reels, Instagram Feed Carousel, and Instagram Stories as the primary promotional media, with TikTok serving as a supporting platform for content distribution. The results showed that the promotional media achieved a material expert validation score of 97.14% (highly feasible) and media expert validation scores of 70% and 72.5% (feasible). The effectiveness evaluation using the AIDA model produced an overall mean score of 4.90, with all indicators categorized as very good. These findings indicate that the developed promotional media is effective in attracting attention, generating interest, creating desire, and encouraging audience action toward the MAHI Vol.3 program.