Penerapan Tenik Copywriting Star-Story-Solution (3S) dalam Produksi Konten Instagram Tenchi TirtayasaPenerapan Tenik Copywriting Star-Story-Solution (3S) dalam Produksi Konten Instagram Tenchi Tirtayasa
DOI:
https://doi.org/10.31980/334d8d81Keywords:
Copywriter, Instagram, Digital Content, Copywriting, 3S MethodAbstract
Abstrak
Penelitian ini bertujuan untuk menguraikan proses produksi, menganalisis strategi yang diterapkan oleh copywriter, serta mengevaluasi efektivitas penerapan konten Instagram berbasis teknik Star-Story-Solution (3S) di Restoran Tenchi Tirtayasa. Ruang lingkup proyek ini secara khusus difokuskan pada perancangan copywriting dan produksi berkelanjutan untuk serial video Instagram Reels, dengan menekankan pendekatan storytelling yang estetis dan konsisten dengan identitas premium merek. Metode pelaksanaan yang digunakan adalah desain proyek terapan, yang mencakup serangkaian prosedur kerja sistematis mulai dari tahap observasi lokasi, brainstorming konsep kreatif, penyusunan naskah dan floorplan, proses pengambilan gambar di lapangan, editing audiovisual, proses screening, hingga tahap publikasi dan evaluasi akhir. Proyek ini menghasilkan luaran utama berupa lima konten seri Instagram Reels yang berhasil mengimplementasikan strategi narasi 3S. Ringkasan hasil menunjukkan bahwa format narasi audiovisual secara efektif mampu menarik perhatian audiens dan membangun kedekatan emosional tanpa menghilangkan persepsi eksklusivitas restoran. Kesimpulannya, teknik penulisan persuasif 3S terbukti menjadi instrumen strategis yang relevan untuk meningkatkan kesadaran merek di industri kuliner. Implikasi riset ini secara signifikan berkontribusi dalam memperkaya literatur keilmuan komunikasi pemasaran digital, sekaligus memberikan pedoman komprehensif bagi praktisi industri dalam mengelola kampanye media sosial mereka.
Kata Kunci: Copywriter, Instagram, Konten Digital, Penulisan Naskah, Teknik 3S
Abstract
This study seeks to elucidate the production process, scrutinize the strategies employed by copywriters, and assess the effectiveness of Instagram content utilizing the Star-Story-Solution (3S) technique at the Tenchi Tirtayasa Restaurant in Indonesia. The scope of this project is specifically concentrated on the design of copywriting and sustainable production for the Instagram Reels video series, emphasizing an aesthetic storytelling approach that aligns with the brand's premium identity. The applied project-based research method employed encompasses a series of systematic work procedures, including site observation, creative concept brainstorming, script and floor plan preparation, field shooting, audio-visual editing, screening, final publication, and evaluation. The primary output of the project comprised five Instagram Reels series that implemented the 3S narrative strategy. The summarized results indicate that the audiovisual narrative format effectively captures audience attention and fosters emotional closeness without compromising the restaurant’s exclusivity. In conclusion, the 3S persuasive writing technique serves as a pertinent strategic instrument for enhancing brand awareness in the culinary industry. The research implications significantly contribute to the literature on digital marketing communication while providing comprehensive guidelines for industry practitioners to manage their social-media campaigns.
Keyword: Copywriter, Instagram, Digital Content, Copywriting, 3S Method
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