PEMBUATAN KONTEN INSTAGRAM SEBAGAI MEDIA PROMOSI PEMBUKAAN CABANG BARU PITPET DI CIDENG

Instagram is one of the social media platforms widely utilized by companies to disseminate information and conduct promotional activities to the public. PitPet, a company operating in the pet healthcare and grooming services industry, opened a new branch in Cideng, Central Jakarta, on January 19, 2026. Therefore, engaging, informative, and guideline-compliant Instagram content was required to support the promotion of the new branch opening. This Final Project aims to develop Instagram content as a promotional medium for the opening of PitPet's new branch in Cideng. The project employed observation, literature review, and documentation methods, following the stages of pre-production, production, and post-production. The content was developed based on the AISAS (Attention, Interest, Search, Action, Share) model while applying visual communication design principles, including balance, contrast, visual hierarchy, unity, proportion, and rhythm. The final output consists of eleven Instagram content pieces covering the Attention, Interest, Search, and Action stages, providing information about the new branch opening, available services, facilities, location, and promotional programs offered by PitPet.
Keywords: Instagram, Promotional Content, Social Media, AISAS, PitPet.

Media sosial Instagram merupakan salah satu media yang banyak dimanfaatkan perusahaan untuk menyampaikan informasi dan menjalankan kegiatan promosi kepada masyarakat. PitPet, perusahaan yang bergerak di bidang layanan kesehatan dan perawatan hewan peliharaan, membuka cabang baru di Cideng, Jakarta Pusat, pada 19 Januari 2026, sehingga diperlukan konten Instagram yang menarik, informatif, dan sesuai social media guidelines untuk mendukung promosi pembukaan cabang tersebut. Tugas Akhir ini bertujuan membuat konten Instagram sebagai media promosi pembukaan cabang baru PitPet di Cideng, dengan metode observasi, studi pustaka, dan dokumentasi, melalui tahapan praproduksi, produksi, dan pascaproduksi. Konten dibuat berdasarkan model AISAS (Attention, Interest, Search, Action, Share) serta menerapkan prinsip desain komunikasi visual berupa keseimbangan, kontras, hirarki visual, kesatuan, proporsi, dan ritme. Hasil karya berupa sebelas konten Instagram pada tahap Attention, Interest, Search, dan Action yang memuat informasi pembukaan cabang baru, layanan, fasilitas, lokasi, serta program promosi PitPet.
Kata Kunci: Instagram, Konten Promosi, Media Sosial, AISAS, PitPet.