PERANCANGAN VIDEO MOTION GRAPHIC SEBAGAI MEDIA PROMOSI DIGITAL UNTUK MENINGKATKAN BRAND AWARENESS UMKM SEBLAK EDAN

Abstract

Digital promotion plays an important role in helping culinary micro, small, and medium enterprises (MSMEs) expand their market reach and strengthen brand awareness. One example is Seblak Edan, an MSME in Batam City that operates entirely through a weekly pre-order (PO) system. However, its current promotional activities mainly rely on static visual content, making it difficult for potential customers to understand the ordering process and recognize the brand. This study aims to develop a two-dimensional (2D) motion graphic promotional video as a digital promotional medium to improve brand awareness and increase audience understanding of Seblak Edan's products and ordering system. The development process follows the Multimedia Development Life Cycle (MDLC) method, which consists of six stages: Concept, Design, Material Collecting, Assembly, Testing, and Distribution. Data were collected through interviews with the business owner, direct observation, and questionnaire distribution. The final product is a vertical promotional video in MP4 format with a duration of 1 minute and 23 seconds and a Full HD resolution of 1080 × 1920 pixels, optimized for Instagram Reels and TikTok. The completed video was evaluated through alpha testing by media experts and beta testing involving 50 target audience respondents using a five-point Likert scale questionnaire to measure the effectiveness of the promotional message. The results show that the developed motion graphic video is suitable as a digital promotional medium for Seblak Edan and is expected to support wider market reach while serving as a reference for future studies on the use of motion graphics in digital promotion.