Purba, Rinanta Br (2026) Produksi Konten Video Di Instagram Reels Untuk Meningkatkan Brand Awareness oleh Divisi Marketing BPR Arto Moro Kota Semarang. Undergraduate thesis, Universitas Diponegoro.

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Abstract

ABSTRACT
This study aims to produce video content on Instagram Reels as a Public Relations communication strategy to enhance the brand awareness of the marketing division of BPR Arto Moro, Semarang City. The background of this research is based on the low engagement rate of BPR Arto Moro's official Instagram account (@bpr_artomoro), which reached only 0.52%, well below the ideal standard of 1–3% for business accounts, as well as the limited public perception of BPR as a financial institution relevant to younger generations. The method employed is field work production carried out through three stages: pre-production, production, and post-production. Data were collected through observation, interviews, and documentation. The output consists of five combination videos published via Instagram Reels using a visual storytelling approach targeting Generation Z audiences aged 18–27 in Semarang and its surrounding areas. The production results indicate that all five video contents were successfully produced in accordance with the Standard Sequence Guide (SSG) without any conceptual changes, in a 9:16 vertical format at 1080x1920 pixel resolution using the CapCut application. The content covers themes of BPR introduction, savings, partner loans, deposits, and business credit, packaged attractively with consistent visual elements as part of BPR Arto Moro's brand identity. Planned and structured Instagram Reels video content production has significant potential to expand brand reach and build brand awareness of BPR Arto Moro among digital audiences.

Keywords: Instagram Reels, brand awareness, video content production, BPR Arto Moro, digital Public Relations.

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