Perancangan filter instagram berbasis augmented reality untuk meningkatkan brand awareness pada Gele-Gele

Suliegna, Erick (2022) Perancangan filter instagram berbasis augmented reality untuk meningkatkan brand awareness pada Gele-Gele. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Moving a business to a digital platform or social media can help businesses reach a wider market. However, this can be a challenge for businesses who just started using this platform. The reason is that there are other businesses who have long used the social media. Therefore, a business needs to build good brand awareness so it can be known in the market. One approach to increase brand awareness of a business is to use the Augmented Reality Filter. This research was conducted using the ADDIE Model namely Analysis, Design, Development, Implementation and Evaluation. The Augmented Reality filter is designed using the Spark AR. From the Augmented Reality filter metric data obtained, there are 3.434 impressions, 290 captures, 19 saves and 16 shares. Based on the sales data obtained, there was an increase of 61% compared to the previous month which had not used the Augmented Reality filter. The implementation of Augmented Reality will be more suitable if it is done on a seasonal basis./ Berpindahnya sebuah usaha ke platform digital atau media sosial dapat membantu pelaku usaha untuk menjangkau pemasaran yang lebih luas. Namun hal ini dapat menjadi tantangan bagi pelaku usaha yang baru memanfaatkan platform ini. Pasalnya, terdapat pelaku usaha lain yang telah lama memanfaatkan media sosial. Sehingga sebuah usaha perlu membangun brand awareness yang baik agar dapat dikenali dalam pasarnya. Salah satu cara untuk meningkatkan brand awareness dari sebuah usaha adalah dengan memanfaatkan filter Augmented Reality. Penelitian ini dilakukan dengan ADDIE Model yakni Analysis, Design, Development, Implementation dan Evaluation. Adapun filter Augmented Reality tersebut dirancang dengan menggunakan tools Spark AR. Dari data metriks filter Augmented Reality yang diperoleh, terdapat 3.434 impressions, 290 captures, 19 saves dan 16 shares. Berdasarkan data penjualan yang diperoleh, terdapat kenaikan sebesar 61% dibandingkan dengan bulan sebelumnya yang belum memanfaatkan filter Augmented Reality. Implementasi filter AR akan tepat jika dilakukan secara musiman atau seasonal.

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