Perancangan Media Promosi Instagram Untuk Produk Jigur-silk

The development of social media has provided opportunities for businesses to promote their products more effectively and reach a wider audience. Instagram is one of the most widely used social media platforms for promotional purposes because it enables businesses to deliver information through engaging visual content. Jigur-silk is a bajigur-based silky pudding product that combines traditional flavors with a modern dessert concept. However, the product has not yet been supported by a specially designed Instagram promotional medium to introduce it to the public. This study aims to design Instagram promotional media for Jigur-silk using the User Centered Design (UCD) method. Data were collected through observation, literature review, documentation, and questionnaires. The collected data were analyzed to identify the characteristics, needs, and preferences of the target audience as the basis for designing the promotional media. Based on the analysis, Instagram promotional media were designed in the form of feed posts, Reels, Stories, Highlights, and a content calendar that were developed according to user needs while applying a traditional, modern, warm, and creamy visual concept. The designed promotional media are expected to help introduce Jigur-silk to its target audience through Instagram.
Keyword : Instagram, User Centered design (UCD), Jigur-silk, Bajigur Silky Pudding

Perkembangan media sosial memberikan peluang bagi pelaku usaha untuk mempromosikan produk secara lebih luas dan efektif. Instagram merupakan salah satu media sosial yang banyak dimanfaatkan sebagai sarana promosi karena mampu menyampaikan informasi melalui konten visual yang menarik. Jigur-silk merupakan produk Silky Pudding berbasis bajigur yang menggabungkan cita rasa tradisional dengan konsep dessert modern. Namun, produk tersebut belum memiliki media promosi Instagram yang dirancang secara khusus untuk memperkenalkan produk kepada masyarakat. Penelitian ini bertujuan untuk merancang media promosi Instagram bagi produk Jigur-silk menggunakan metode User Centered Design (UCD). Pengumpulan data dilakukan melalui observasi, studi pustaka, dokumentasi, dan penyebaran kuesioner. Data yang diperoleh dianalisis untuk mengidentifikasi karakteristik, kebutuhan, dan preferensi target audiens sebagai dasar dalam proses perancangan media promosi. Berdasarkan hasil analisis tersebut, dirancang media promosi Instagram yang terdiri atas konten feed, Reels, Stories, Highlights, serta kalender konten yang disesuaikan dengan kebutuhan pengguna melalui penerapan metode User Centered Design (UCD). Media promosi tersebut mengusung konsep visual tradisional, modern, hangat, dan creamy sehingga diharapkan mampu membantu memperkenalkan produk Jigur-silk kepada target audiens melalui Instagram.

Kata Kunci : Instagram, Media Promosi, User centered Design (UCD), Jigur-silk, Silky Pudding Bajigur