Implementasi Teknik Copywriting DalamLandingPage dan E- guidebook Program Af iliate Brand Reglow.

Abstract

Perkembangan teknologi digital mendorong perusahaan memanfaatkan media digital sebagai sarana komunikasi pemasaran yang mampu menyampaikan informasi secara lebih terstruktur. Salah satu strategi yang banyak diterapkan adalah affiliate marketing, yaitu program yang melibatkan afiliator dalam mempromosikan produk. Brand Reglow mengembangkan Program Affiliate sebagai salah satu upaya memperkenalkan produk kepada masyarakat melalui afiliator. Dalam pelaksanaannya, diperlukan media yang dapat menyajikan informasi program secara terpusat sehingga calon afiliator memperoleh informasi mengenai mekanisme program, persyaratan, manfaat, dan alur pendaftaran dalam satu sumber. Proyek akhir ini bertujuan menjelaskan implementasi teknik copywriting pada landing page dan e-guidebook Program Affiliate Reglow serta menjelaskan peran kedua media tersebut sebagai sarana informasi bagi calon afiliator. Penyusunan konten dilakukan dengan mengacu pada model AIDA (Attention, Interest, Desire, Action) sebagai kerangka dalam menyusun pesan agar informasi tersaji secara runtut dan mudah dipahami. Metode pelaksanaan proyek meliputi tahap pra-produksi, produksi, dan pasca-produksi. Tahap pra-produksi mencakup identifikasi kebutuhan informasi, analisis target audiens, pengumpulan data, serta penyusunan konsep copywriting. Tahap produksi meliputi penyusunan headline, body copy, dan call to action yang disesuaikan dengan karakteristik media. Tahap pasca-produksi dilakukan melalui proses revisi, penyuntingan, integrasi dengan elemen visual, serta implementasi konten pada landing page dan e-guidebook hingga siap digunakan. Hasil proyek menunjukkan bahwa teknik copywriting berbasis model AIDA telah diterapkan dalam penyusunan konten landing page dan e-guidebook Program Affiliate Reglow. Tahap Attention diwujudkan melalui headline yang memperkenalkan peluang menjadi afiliator, tahap Interest melalui penyampaian informasi mengenai program dan profil brand, tahap Desire melalui penjelasan manfaat yang ditawarkan kepada afiliator, serta tahap Action melalui penyajian ajakan untuk melakukan pendaftaran. Selain itu, landing page dan e-guidebook yang dikembangkan berfungsi sebagai media informasi yang terintegrasi untuk membantu calon afiliator memahami Program Affiliate Reglow secara lebih sistematis. Landing page digunakan sebagai sarana penyampaian informasi utama mengenai program, manfaat, dan mekanisme pendaftaran, sedangkan e-guidebook berfungsi sebagai panduan yang menjelaskan langkah-langkah teknis dalam menjalankan program affiliate. Kehadiran kedua media tersebut diharapkan dapat mempermudah penyampaian informasi kepada calon afiliator serta mendukung proses pengenalan program affiliate yang lebih terstruktur.

The rapid development of digital technology has encouraged companies toutilize digital media as a marketing communication tool to deliver information ina more structured manner. One of the widely adopted strategies is affiliate marketing, which involves affiliates promoting products in exchange for commissions based on their performance. Reglow has developed an Affiliate Program to introduce its products through affiliates. To support this program, information media are required to present program details in a centralized manner, enabling prospective affiliates to access information regarding the programmechanism, requirements, benefits, and registration process from a single source. This final project aims to describe the implementation of copywritingtechniques in the Reglow Affiliate Program landing page and e-guidebook, as well as to explain the role of these two media as information resources for prospective affiliates. The content was developed using the AIDA (Attention, Interest, Desire, Action) model as a framework for organizing persuasive messages in a structured and coherent sequence. The project was carried out through three stages: pre-production, production, and post-production. The pre-production stage included identifyinginformation needs, analyzing the target audience, collecting data, and developingthe copywriting concept. The production stage involved writing the headline, body copy, and call to action according to the characteristics of the media andtarget audience. The post-production stage consisted of revising, editing, integrating visual elements, and implementing the content into the landing page and e-guidebook until both media were ready for use. The results of the project indicate that copywriting techniques based on the AIDA model were implemented in developing the content for the ReglowAffiliate Program landing page and e-guidebook. The Attention stage was appliedthrough headlines introducing the opportunity to become an affiliate, the Interest stage through information about the program and the brand, the Desire stage through explanations of the program's benefits, and the Action stage through clear registration prompts. The implementation of the AIDA model provided a structured framework for organizing information within both digital media. The developed landing page and e-guidebook function as informationmedia that present all information related to the Reglow Affiliate Programin a systematic manner on a single platform. The structured presentation of information enables prospective affiliates to understand the brand profile, programmechanism, requirements, benefits offered, and registration process without having to obtain information from multiple sources.