Pembuatan Video Promosi Melalui Platform Tiktok untuk Meningkatkan Brand Awareness Menggunakan Capcut Pro pada Waroeng K5sadadi Kota Batu
DOI:
https://doi.org/10.63822/gyjs5g25Keywords:
Promotional Video; Tiktok; Capcut Pro; Brand Awareness; EPIC ModelAbstract
Digital transformation has shifted conventional marketing patterns toward digital media-based marketing. This condition encourages business actors to utilize social media as a promotional tool capable of reaching consumers more broadly. Waroeng K5sada lacks utilization of the TikTok platform, which causes the resulting promotional content to be less attractive and unable to maximize audience reach. Therefore, this study aimed to produce promotional videos using the CapCut Pro application published via TikTok and to analyze their effectiveness in increasing the brand awareness of Waroeng K5sada. This study used the Action Research (AR) method involving 20 respondents, consisting of a computer expert, a marketing expert, the owner of Waroeng K5sada, and 17 prospective consumers. These data were obtained through observation, interviews, documentation, and questionnaire distribution. The data analysis was performed with a Likert Scale to convert respondents' answers into assessment scores, then calculated using the EPIC Model, which includes the dimensions of Empathy, Persuasion, Impact, and Communication to measure the effectiveness of the promotional videos. The results of the study indicate that the promotional videos designed using Capcut Pro are able to present more attractive visuals, clearer information delivery, and a promotional concept that suits the characteristics of Tiktok users. Based on the measurement results using the EPIC Model, an EPIC Rate score of 4,5 was obtained, which falls into the category of very effective. Meanwhile, the brand awareness measurement results show an average score of 3,8, indicating that respondents increasingly recognize, remember, and have an interest in the products and brand of Waroeng K5sada after watching the promotional videos published via TikTok. Based on these research results, it can be concluded that the utilization of Capcut Pro as a video editing application combined with Tiktok as a content distribution medium can be an effective digital promotion strategy for Waroeng K5sada in increasing brand awareness. The resulting promotional videos are not only able to attract the audience's attention but also deliver product information more communicatively and build a stronger brand image.
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