PERANCANGAN E-MAGAZINE SEBAGAI MEDIA BRANDING DAN DIGITAL MARKETING PRODUK BRICEPON BAR BERBASIS KEARIFAN LOKAL

ABSTRACT
The development of digital media encourages business actors to utilize innovative
media to strengthen branding and digital marketing. One effective media is e-Magazine, a digital publication media that is able to present information
attractively through a combination of text, images, and visual design. This study
aims to design e-Magazine as a branding and digital marketing media for BricePon
Bar products based on local wisdom. The theoretical basis includes the concept of
e-Magazine and product branding based on local wisdom. This study uses the
Research and Development (R&D) method with a 4D development model limited to
three stages, namely Define, Design, and Develop. The resulting product was
validated by two expert lecturers. The assessment results showed a percentage of
93.75% from expert lecturer 1 and 82.50% from expert lecturer 2, with an average
of 88.13% included in the very good category. Based on these results, it can be
concluded that BricePon Bar e-Magazine can be used as a branding and digital
marketing media because it is able to convey product information in an attractive,
informative, and effective manner to consumers.
Keywords: E-Magazine, branding, digital marketing, 4D method

ABSTRAK
Perkembangan media digital mendorong pelaku usaha memanfaatkan media yang
inovatif untuk memperkuat branding dan digital marketing. Salah satu media yang
efektif adalah e-Magazine, yaitu media publikasi digital yang mampu menyajikan
informasi secara menarik melalui perpaduan teks, gambar, dan desain visual.
Penelitian ini bertujuan merancang e-Magazine sebagai media branding dan digital
marketing produk BricePon Bar berbasis kearifan lokal. Landasan teori meliputi
konsep e-Magazine dan branding produk berbasis kearifan lokal. Penelitian
menggunakan metode Research and Development (R&D) dengan model
pengembangan 4D yang dibatasi pada tiga tahap, yaitu Define, Design, dan
Develop. Produk yang dihasilkan divalidasi oleh dua dosen ahli. Hasil penilaian
menunjukkan persentase sebesar 93,75% dari dosen ahli 1 dan 82,50% dari dosen
ahli 2, dengan rata-rata 88,13% yang termasuk kategori sangat baik. Berdasarkan
hasil tersebut, dapat disimpulkan bahwa e-Magazine BricePon Bar dapat digunakan
sebagai media branding dan digital marketing karena mampu menyampaikan
informasi produk secara menarik, informatif, dan efektif kepada konsumen.
Kata kunci: E-Magazine, branding, digital marketing, metode 4D