MODEL KOMUNIKASI VISUAL FOTO PRODUK UNTUK OPTIMALISASI BRAND AWARENESS UMKM DI ERA DIGITAL
DOI:
https://doi.org/10.32509/jmb.v4i2.5339Keywords:
Komunikasi Visual, Foto Produk, Brand Awareness, UMKM, Era DigitalAbstract
Penelitian ini bertujuan untuk mengembangkan model komunikasi visual foto produk yang sederhana, aplikatif, dan efektif bagi Usaha Mikro, Kecil, dan Menengah (UMKM) dalam meningkatkan brand awareness di era digital. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus di Desa Pulo Sari, Kabupaten Sukabumi, melibatkan 15 UMKM. Data dikumpulkan melalui observasi partisipatif, wawancara mendalam, pre-test dan post-test pelatihan, serta analisis konten media sosial. Hasil penelitian menunjukkan model komunikasi visual tiga tahap ("3P": Persiapan, Pemotretan, Publikasi) terbukti efektif meningkatkan pemahaman UMKM tentang identitas visual, teknik fotografi, dan distribusi konten digital. Model ini memberikan kontribusi praktis dan konseptual bagi peningkatan literasi digital visual UMKM, terbukti dari peningkatan engagement di media sosial dan pemahaman UMKM terhadap pentingnya visualisasi produk.
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