Implementasi Teknik Jump cut pada Instagram Reels sebagai Strategi Peningkatan Brand Awareness PLN Icon Plus

Abstract

IRDA MAWAR PRATIWI. Implementasi Teknik Jump Cut pada Instagram Reels sebagai Strategi Peningkatan Brand Awareness Iconnet. Dibimbing oleh ALFA TAUFAN LATIF dan FIKRY FACHRURRIZAL. Persaingan industri internet yang kompetitif serta rendahnya market share ICONNET menuntut PT PLN Icon Plus melakukan inovasi strategi komunikasi digital. Penelitian ini bertujuan menjelaskan penerapan teknik jump cut pada produksi konten Instagram Reels PLN Icon Plus dan menganalisis efektivitasnya sebagai stimulus visual dalam meningkatkan brand awareness. Pengumpulan data dilakukan melalui partisipasi aktif, observasi media sosial, wawancara mendalam, dokumentasi, dan studi literatur. Tahapan produksi dilaksanakan berdasarkan Standard Operation Procedure (SOP) tiga fase, yaitu pra-produksi, produksi, dan pascaproduksi. Penerapan teknik jump cut secara efektif berfungsi sebagai stimulus visual yang memangkas durasi dan dead air, meningkatkan intensitas dramatik, serta menciptakan ritme dinamis. Teknik ini terbukti mampu menjaga attention span audiens digital serta mendukung alur pesan berbasis model AISAS dan teori Stimulus-Organism-Response (S-O-R). Implikasi hasil penelitian ini menjadi acuan strategi komunikasi visual yang adaptif bagi korporasi BUMN dalam memperkuat identitas merek di media sosial. Kata kunci: brand awareness, instagram reels, jump cut, komunikasi korporat, model S-O-R

IRDA MAWAR PRATIWI. Implementation of Jump Cut Technique on Instagram Reels as a Strategy for Enhancing Iconnet’s Brand Awareness. Supervised by ALFA TAUFAN LATIF and FIKRY FACHRURRIZAL. Competitive internet industry rivalry and ICONNET's low market share require PT PLN Icon Plus to innovate digital communication strategies. This study aims to explain the implementation of the jump cut technique in producing PLN Icon Plus Instagram Reels content and analyze its effectiveness as a visual stimulus in enhancing brand awareness. Data were collected through active participation, social media observation, in-depth interviews, documentation, and literature review. The production stages were executed following a three-phase Standard Operation Procedure (SOP): pre-production, production, and post-production. The application of the jump cut technique effectively functions as a visual stimulus by trimming duration and dead air, increasing dramatic intensity, and creating a dynamic rhythm. This technique is proven to maintain the digital audience's attention span while supporting the message flow based on the AISAS model and the Stimulus-Organism-Response (S-O-R) theory. The implication of this study serves as a reference for adaptive visual communication strategies for state-owned enterprises in strengthening brand identity on social media. Keywords: brand awareness, corporate communication, instagram reels, jump cut, S-O-R model