Pembuatan Konten Video Iklan di Reels Instagram untuk Meningkatkan Engagement pada UMKM Roti Bakar dan Leker Kota Malang

Abstract

Roti Bakar Compol and Leker, a micro, small, and medium enterprise (MSME), has operated for the past five years, focusing on the sale of light meals and snacks. However, the business has not yet optimized the use of Instagram Reels video content, resulting in a relatively low engagement rate, while promotional activities still rely primarily on photos and Instagram Stories. Based on these conditions, this study addresses two research questions: how to develop promotional video content for Instagram Reels and how to measure the engagement generated by the published video content. Accordingly, this study aims to develop promotional video content using CapCut Pro for Instagram Reels, as well as to analyze and measure the resulting engagement as an effort to enhance the effectiveness of digital promotion for Roti Bakar Compol and Leker. This study employed an action research approach based on the Spiral Model, which consisted of four phases: planning, action, observation, and reflection. Data were collected through observations, interviews, questionnaires, and documentation. The collected data were analyzed using the EPIC Model to evaluate the effectiveness of the promotional video content. The study applied purposive sampling and involved 30 respondents, consisting of one business owner, two marketing experts, two computer design experts, fifteen prospective customers, and ten existing customers The results showed that Instagram Reels was highly effective as a promotional medium, achieving an EPIC Model score of (4.4), which was classified as *very effective*. The Communication, Persuasion, and Impact dimensions each obtained a score of (4.4), while the Empathy dimension achieved a score of (4.3), indicating that the promotional video effectively communicated the marketing message, attracted audience interest, created a positive impression, and fostered audience engagement. The findings indicate that Instagram Reels video content is highly effective in increasing engagement while serving as an effective promotional medium for Roti Bakar Compol and Leker, Malang. The study recommends that the business adopt the developed video content as a promotional blueprint, maintain a consistent posting schedule, and adapt the content for other digital marketing platforms. It is also recommended that the Marketing Department regularly update its design software and practical learning resources to align with current industry standards and better prepare students for the professional workplace.