PERAN PRODUSER DALAM PENYUSUNAN KONTEN INSTAGRAM UNTUK PROMOSI DIGITAL PADA PROGRAM SITUASI KOMEDI "SEARCHING FOR LOVE"

ABSTRACT
This final project discusses the producer’s role in developing Instagram content for the digital promotion of the situational comedy program Searching for Love. The producer was responsible for planning, content promotional strategy, including audience analysis, content planning, content production, publication, and performance evaluation trought Instagram. The study employed observation, interviews, questionnaires, and literature review as data collection methods. The findings indicate that the producer plays an important role in developing promotional content by applying the AISAS (Attention, Interest, Search, Action,
Share) model. This approach enabled promotional content to attract audience attention, increase interest, encourage information seeking, stimulate audience actions, and promote content sharing. Furthermore, the evaluation using Instagram
Insights showed positive audience responses through views, reach, likes, comments, and shares. Therefore, the implementation of the AISAS model in Instagram content development supported the digital promotion of Searching for Love and increased audience engagement.

ABSTRAK
Penulisan tugas akhir ini membahas peran produser dalam penyusunan konten Instagram untuk promosi digital pada program situasi komedi Searching for Love. Penulis berperan sebagai produser yang bertanggung jawab menganalisis target
audiens, menyusun strategi konten berdasarkan model AISAS (Attention, Interest, Search, Action, Share), memproduksi konten, melakukan publikasi, serta monitoring dan evaluasi melalui Instagram. Metode pengumpulan data yang digunakan meliputi observasi, wawancara, kuesioner, dan studi pustaka. Hasil penulisan menunjukkan bahwa penerapan model AISAS membantu penyusunan konten promosi secara lebih terarah sehingga mampu menarik perhatian, membangun ketertarikan, mendorong pencarian informasi, mengajak audiens melakukan tindakan, serta mendorong penyebaran informasi melalui media sosial. Selain itu, hasil monitoring menggunakan Instagram Insights menunjukkan respons positif audiens melalui jumlah tayangan, jangkauan akun, tanda suka, komentar, dan shares. Dengan demikian, penyusunan konten Instagram berdasarkan model AISAS mampu mendukung promosi digital program Searching for Love serta meningkatkan keterlibatan audiens.