PERENCANAAN KONTEN INSTAGRAM @brin_indonesia BERBASIS MODEL AISAS SEBAGAI UPAYA UNTUK MENINGKATKAN EFEKTIVITAS PENYAMPAIAN INFORMASI RISET

The National Research and Innovation Agency (BRIN) faces challenges in communicating research information through its official Instagram account @brin_indonesia, as the content narratives are still dominated by rigid scientific language and have not been designed based on a specific communication model, making the message flow less directed for the audience. This Final Project aims to design Instagram carousel content scripts for BRIN based on the AISAS model (Attention, Interest, Search, Action, Share) so that research information becomes easier for the general audience to understand and the message flow becomes more structured. The design process was carried out through pre-production, production, and post-production stages, with data collected through observation and literature study during the author's industrial internship at BRIN's Public Relations and PPID division. The design resulted in three carousel content scripts, namely Guyub Bebeng, PUMMA, and Leuit, which simplify researchers' scientific language into popular narratives without reducing the accuracy of their substance. The analysis shows that all three scripts fulfill the five stages of the AISAS model as well as the five indicators of effective information delivery—context, communication, collaboration, connection, and consistency—more consistently than the existing content analyzed as a comparison. Accordingly, AISAS-based script design can serve as an effort to improve the effectiveness of BRIN's research information delivery to audiences on social media.

Badan Riset dan Inovasi Nasional (BRIN) menghadapi tantangan dalam menyampaikan informasi riset melalui akun Instagram @brin_indonesia, karena narasi konten masih didominasi bahasa ilmiah yang kaku dan belum dirancang berdasarkan model komunikasi tertentu, sehingga alur penyampaian pesan kepada khalayak kurang terarah. Tugas Akhir ini bertujuan merancang naskah konten carousel Instagram BRIN berbasis model AISAS (Attention, Interest, Search, Action, Share) agar informasi riset lebih mudah dipahami oleh khalayak awam dan alur pesannya lebih terarah. Perancangan dilakukan melalui tahapan praproduksi, produksi, dan pascaproduksi, dengan teknik pengumpulan data berupa observasi dan studi pustaka selama masa Praktik Industri di Humas PPID BRIN. Hasil perancangan berupa tiga naskah konten carousel, yaitu Guyub Bebeng, PUMMA, dan Leuit, yang menyederhanakan bahasa ilmiah peneliti menjadi narasi populer tanpa mengurangi keakuratan substansinya. Hasil analisis menunjukkan ketiga naskah memenuhi kelima tahapan model AISAS serta lima indikator efektivitas penyampaian informasi, yaitu context, communication, collaboration, connection, dan consistency, secara lebih konsisten dibandingkan konten yang sudah ada dan dianalisis sebagai
pembanding. Dengan demikian, perancangan naskah berbasis model AISAS dapat menjadi upaya untuk meningkatkan efektivitas penyampaian informasi riset BRIN kepada khalayak di media sosial.