Perancangan Instagram Stories™ Collection Hijaberlin Berbasis Model AISAS dalam Upaya optimalisasi Penjualan

Designing Instagram Stories as a digital marketing communication medium is essential for delivering product information effectively in accordance with today's digital consumer behavior. This final project aims to design Instagram Stories for Hijaberlin's TENCEL™ Collection based on the AISAS model. The theoretical framework includes digital marketing communication, Instagram Stories, the AISAS model, seasonal marketing, and content design theory. The methods employed were digital observation, literature review, and documentation conducted in the Marketing & Branding Division of Hijaberlin. The design process was carried out through pre-production, production, and post-production stages. The outputs include educational content, promotional content, adapted Instagram Stories designs, Stories videos, and Shopee product visuals. The results were analyzed using the AISAS model and Shopee performance data. The findings indicate that the application of visual communication and copywriting supports systematic product communication, maintains Hijaberlin's visual identity, and shows a tendency for increased sales activity following the publication of Instagram Stories.
Keywords: Instagram Stories, digital marketing communication, AISAS, TENCEL™ Collection, visual communication.

Perancangan Instagram Stories sebagai media komunikasi pemasaran digital diperlukan untuk menyampaikan informasi produk secara efektif sesuai perilaku konsumen digital. Tugas Akhir ini bertujuan merancang Instagram Stories TENCEL™ Collection Hijaberlin berbasis model AISAS. Landasan teori yang digunakan meliputi komunikasi pemasaran digital, Instagram Stories, model AISAS, seasonal marketing, dan teori perancangan konten. Metode yang digunakan adalah observasi digital, studi pustaka, dan dokumentasi yang dilaksanakan di Divisi Marketing & Branding Hijaberlin. Proses perancangan dilakukan melalui tahap pra-produksi, produksi, dan pascaproduksi. Luaran karya berupa konten edukasi, promosi, adaptasi desain Instagram Stories, video Stories, dan visual produk Shopee. Hasil perancangan kemudian dianalisis menggunakan model AISAS serta data performa Shopee. Analisis menunjukkan bahwa penerapan komunikasi visual dan copywriting mampu mendukung penyampaian informasi produk secara sistematis, menjaga konsistensi identitas visual Hijaberlin, serta menunjukkan kecenderungan peningkatan aktivitas penjualan setelah publikasi Instagram Stories.
Kata kunci: Instagram Stories, komunikasi pemasaran digital, AISAS, TENCEL™ Collection, seasonal marketing