PERANCANGAN MULTIMEDIA INTERAKTIF PENGENALAN DKV MA CHUNG SEBAGAI UPAYA MENINGKATKAN BRAND EQUITY

Sultan Arif Rahmadianto, Melany Melany

Abstract


Abstrak

Program studi Desain Komunikasi Visual (DKV) di Malang memiliki banyak peminat dan terus meningkat. Zaman sekarang sudah banyak perguruan tinggi swasta yang membuka program studi DKV tidak terkecuali Universitas Ma Chung. Program studi S1 DKV Universitas Ma Chung atau lebih dikenal dengan DKV Ma Chung yang terletak di Malang ini merupakan program studi tergolong masih baru dan belum memiliki lulusan. Perkembangan suatu program studi di perguruan tinggi swasta sangat bergantung pada jumlah mahasiswa. Untuk memiliki peminat mahasiswa yang tinggi diantara peguruan tinggi swasta lain, program studi DKV Ma Chung harus memiliki brand equity. Multimedia interaktif adalah sebuah media yang mampu menyampaian informasi lebih kreatif, inovatif dan efektif. Maka dari itu tujuan penelitian ini adalah merancang multimedia interaktif pengenalan DKV Ma Chung sebagai upaya meningkatkan brand equity. Metode perancangan multimedia interaktif menggunakan pendekatan kualitatif proses desain ADDIE meliputi Analysis, Design, Development, Implementation, dan Evaluation. Metode ADDIE adalah model instruksi desain dengan sebuah framework yang membantu perancangan media. Manfaat jangka panjang dari penelitian ini adalah meningkatkan jumlah mahasiswa program studi DKV Ma Chung yang sangat penting bagi perkembangan sebuah program studi.

 

Kata Kunci: DKV Ma Chung, brand equity, ADDIE, multimedia interaktif. 

 

Abstract

Recently, the number of applicants to study visual communication design in Malang increased significantly. The fact that nowadays many private universities, including Universitas Ma Chung, open a Study Program of Visual Communication Design. The Bachelor’s program of Visual Communication Design of Universitas Ma Chung (henceforth DKV Ma Chung), which is based in Malang, is a considerably new study program and has not had a single graduate. The development of a study program in a private university highly depends on the number of its students. To get a high number of prospective students for the study program amidst the competition with those in other universities, DKV Ma Chung has to build a brand equity. Interactive multimedia is one that can fulfill the needs in delivering information more innovatively. Therefore, the purpose of this research is to design an interactive multimedia to introduce DKV Ma Chung as an effort to improve brand equity. The interactive multimedia designing uses the qualitative approach to design process termed ADDIE. ADDIE, which stands for includes Analysis, Design, Development, Implementation, and Evaluation, is a general design instructional model with a framework that helps media designing. The long-term benefit of this research is the increasing number of students of DKV Ma Chung, which is very important in the development of a study program.


Keywords: DKV Ma Chung, brand equity, ADDIE, interactive multimedia



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References


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