Pembuatan Konten Promosi Instagram Reels Menggunakan Capcut pada Lumiera Garden Malang untuk Mengukur Perilaku Calon Konsumen Digital

Abstract

Lumiera Garden is a premium boarding house property project managed by PT Adhiland Property Indonesia. Based on preliminary observations, the company has utilized Instagram as a promotional medium; however, its content creation has not been systematically planned, and the company has never evaluated the behavior of digital prospective consumers after viewing its promotional content. This study aimed to develop Instagram Reels promotional content using CapCut and to assess digital prospective consumer behavior based on the AISAS model. This study employed the Action ReSearch method based on the Kemmis and McTaggart model, consisting of planning, Action, observation, and reflection. Data were collected through observations, interviews, documentation, questionnaires, and Instagram Insights. Content quality was evaluated by ten respondents using Kingsnorth's content quality indicators, while the behavior of prospective digital consumers was assessed among thirty respondents using the AISAS model (Attention, Interest, Search, Action, and Share). The data were analyzed using simple tabulation, mean score analysis, and Engagement Rate. The findings showed that the Instagram Reels promotional content created in this study met the digital content quality indicators and was considered suitable as a promotional medium. The content also succeeded in attracting Attention, generating Interest, encouraging information Searching, influencing consumer Actions, and motivating information sharing. In addition, Instagram Insights indicated higher audience engagement than the content published before the study. Based on the findings, it can be concluded that the Instagram Reels promotional content developed using CapCut through the Action ReSearch method achieved good content quality and effectively reflected the behavioral responses of prospective digital consumers based on the AISAS model. Therefore, Instagram Reels can be utilized as a digital promotional medium for Lumiera Garden.