Motion Graphic Production to Increase Brand Awareness of Local

Newspaper: A Case Study

Endina Oktavianti, Condra Antoni

Informatics Engineering, Politeknik Negeri Batam, Batam, Indonesia

Keywords: Brand Awareness, Motion Graphic, Haluan Kepri, company profile

Abstract: Motion graphic is one of the promotion media that comes with a video format. The video is produced by

benefitting from illustration mixing, typography, photography, and videography that wrapped attractively

following the latest trend to be easier for consumers to understand the company product. Local companies

need video promotion as an effort to increase the company's brand awareness. In the case of local newspapers,

the promotion media availability is undeniably urgent since this literacy me dia is facing tremendous

competition either against one’s self with a larger coverage like regional or national newspaper or against

other types of information media like blogs or social media. This study design s, implements, and evaluates

motion graphics used in a video profile of Haluan Kepri, a local newspaper in Batam, Indonesia. By using

Multimedia Development Life Cycle (MDLC) in video production and a quantitative approach in customer

analysis this study reveals that a video company profile using motion graphic techniques can increase

respondent’s awareness of local newspaper brands. Pre-test and the post-test results indicated a mean increase

of approximately 20% from 41.8% to 62%.

1 INTRODUCTION

With the great development of technology today

certainly more and more electronic media can be used

to promote local newspapers and are considered quite

effective. A recent study found that motion graphic as

a technological and promotional media of local

newspaper has found to be effective in

communicating its brand (Fujianto & Antoni, 2020).

Media promotion can be considered effective if

the results obtained are matched with the company's

goals to be achieved. The purpose of promotional

media is arranged to stimulate the occurrence of

awareness, interest, and end up with purchases made

by customers to company's products or services,

which in turn has an impact on increasing sales. The

effectiveness of promotion media can be known by

measuring the level of effectiveness, namely the

measurement of success in achieving the specified

goals (Fauzi, 2007: 1). The impact of promotional

media greatly influences people's understanding of

the information conveyed. Therefore, promotional

media must be packaged properly so it can attract the

attention and desire of the recipient of the information

to have it.

One of the mass media in Batam City which is

Haluan Kepri desperately needs promotional media

such as company profiles video using motion graphic

techniques that can promote and provide information

about Haluan Kepri to the people in Batam City,

because in the past the promotional media was only

through banners. According to it, the number of

readers of both the newspaper news and online news

of Haluan Kepri decreases every year because the

promotion strategy is still using conventional

methods that are considered not optimal. After all, it

cannot reach broadly, therefore with the development

of large technology is expected to help develop

promotional strategies and increase awareness

against a brand of Haluan Kerri. This study elaborates

on how to produce the Haluan Kepri company profile

video by using motion graphic and how the motion

graphic is evaluated by the audiences before and after

watching the video.

Oktavianti, E. and Antoni, C.

Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study.

DOI: 10.5220/0010356400850093

In Proceedings of the 2nd International Conference on Applied Economics and Social Science (ICAESS 2020) - Shaping a Better Future Through Sustainable Technology, pages 85-93

ISBN: 978-989-758-517-3

2 THEORY BACKGROUND

2.1 Brand Awareness

Brand awareness describes the presence of a brand in

the minds of consumers that can be decisive in the

According to Hasan (2014: 228), Brand Awareness is

the level of awareness of someone to recognize the

existence of a brand as part of a product category. It

can be concluded that brand awareness is a general

goal of marketing communication. To conclude,

brand awareness is one's ability to remember a brand

that is part of an existing product so that an interesting

way to improve the ability of a person or consumer to

remember or be aware of a brand is to use motion

graphics.

2.2 Purchase Decision

Kotler’s definition (2015:146) of the buyer’s

purchase decision is an act of the consumer who

wants to buy or not for a product. Various factors that

influence consumers in purchasing a product or

service, consumers used to consider the quality, price

and products that are well-known by the public.

2.3 Motion Graphics

According to Fajar (2015), Motion graphic is one of

the important parts in giving a presentation to the

audience so that it is not boring, and this is a technique

for moving static images so that the image looks

interesting and dynamic. There are two methods in

this technique, namely by combining and moving

images in continuity so it will look moving.

There are several key characteristics according to

Kurniawan (2015) to further define the nature of

motion graphics:

1) Two-dimensional motion graphics, but able to

create three-dimensional motion elements. It exists.

as an image on the screen and the projection that has

width and length, but there is no depth. It only looks

like a two-dimensional space/object located on three

dimensions of space.

2) Motion graphics do not have to move position if

something changes at a certain time on the object. For

example, on the screen there is a font, the font is just

not moving, but there is a change as in a certain

duration the font changes colour.

3) Motion graphics are often used in interactive

multimedia, but not always interactive. Only

presented linearly and the user does not have full

steering over the motion graphics. So, it can be

category (Durianto et al, 2004: 6). Thus, the buyer

who have awareness of a brand will automatically be

able to remember. According to Hermawan (2014:

57). Brand Awareness is the ability of a potential

buyer to recognize or recall a brand that is part of a

product category.

Here are the levels of brand awareness:

1. Unaware of Brand (not aware of the brand) is the

lowest level in the brand awareness pyramid, where

consumers are not aware of a brand.

2. Brand Recognition (brand recognition) is a

minimum level of brand awareness, where the

introduction of a brand reappears after an aided recall.

3. Brand Recall is a reminder of a brand without

assistance (unaided recall).

4. Top of mind is the brand that is first mentioned by

consumers or the first time it appears in the minds of

consumers.

2.4 Data Samples

According to Sugiono (2006), to determine a decent

sample in research is between 30-500. To determine

the selection of the sample, researchers are using the

Slovin method by using the formula:

𝑛



 

(1)

n = Sample Amount

N = Population Amount

e = Fault Tolerance Boundary (15% = 0.15)

2.5 Likert Scale

In calculating the score, researchers are using a Likert

scale method. Score Interpretation of this calculation,

the researcher chooses the agreed format as offered

according to Chizes (2017):

1) Disagree = The score is 1

2) Less Agree = The score is 2

3) Enough = The score is 3

4) Agree = The score is 4

5) Strongly Agree = The score is 5

To find out the final value of the study can use the

index formula (%) as follows:

Index







Score Total x 100

Highest Score

Score Interpretation criteria is based on following

interval:

ICAESS 2020 - The International Conference on Applied Economics and Social Science

1. 0% - 19,99% = Very Bad

2. 20% - 39,99%

= Bad

3. 40% - 59,99% = Enough

4. 60% - 79,99% = Good

5. 80% - 100% = Very Good

2.6 T-test Paired Two Sample Means

Analysis

Deny (2007) underlines that t-test is a test statistic

used in testing hypotheses (temporary answers) that

are often found in statistic problems. According to

Kho (2017), several t-tests can be performed by

Microsoft Excel Add-Ins Analysis Toolpak including

T-Test Paired Two Sample Means, which is a t-test

that is used to test the difference in mean of 2

variables from the same data. According to Adite

(2017), there are 2 types of testing based on the initial

hypothesis if the hypothesis is clearly positive then

using or one- tailed testing and if the hypothesis is not

positive and negative then using two-tailed testing.

Completion of the Paired Two Sample Means T-Test

using Microsoft Excel according to Kho (2017) such

as:

1) Hypothesis Determination

Initial hypothesis (H0), Working hypothesis (H1), µ=

variable output

H0 = µ1 ≤ µ2 (variable output 1 is smaller than output

variable 2)

H1 = µ1> µ2 (variable output 1 is greater than output

variable 2)

2) Level Signification Determination

α = 5% or 0.05

3) Hypothesis Acceptance Criteria

Accept H0 if T count (Tstat) ≤ T table (T critical)

Reject H0 If T arithmetic (Tstat)> T table (T critical)

3 DISCUSSION

Multimedia development method that is used by the

researcher when creating Haluan Kepri’s company

profile motion graphic video is Multimedia

Development Life Cycle (MDLC) method by Luther

Sutopo. The steps how it solves the problem more

detail described in figure 1.

Figure 1: MDLC Method by Luther Sutopo.

a. Concept

This stage is for determining audiences and the

purpose of the product and product design.

b. Design

At this stage, the specifications of the research

product which is Haluan Kepri company profile video

like storyboard, characters and background are made.

Material Collection This stage is for gathering

materials that will be used in a product that will be

created.

c. Assembly

This stage is the manufacturing, all objects combined

into multimedia products.

d. Testing

At this stage, a trial test will be carried out conducted

by the author and validated by the supervisor the

company and teacher whether the results displayed

has followed the storyboard.

e. Distribution

This stage is to distribute products that have been

done.

One of the visuals of the motion graphic profile video

can be seen from table 1 below. It describes the result

of assembly in a storyboard format.

Table 1.

Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study

3.1 Pre-test

At this stage, A Pre-test will be held by spreading a

simple questionnaire to Batam Resident that will be

used as an indicator of how much people know

Haluan Kepri as one of Mass Communication Media

in Batam. The result of this activity will be compared

with the result of Post Test that will be held by using

a questionnaire also but after the respondent has seen

Haluan Kepri’s Profile video.

Comparison of Pre-test and Post-test to get

differences before after seeing the video will be done

by using Likert Method calculation. Questionnaire

will be spread at 3 areas which are Bengkong, Batu

Ampar, Batam Centre with respondent around 350.

So total sample will be retrieved according to Slovin

Formula:

n = Sample Amount

N = Population Amount (350)

e = Bottom Error Tolerance = 15% (0.15)

so,

n = N = 350 = 350 = 350 = 39

1 + N e

1 + 350(0.15)

8,87 (2)

Therefore, this research will use 39 samples that

will be done in different areas such Bengkong, Batu

Ampar, Batam Centre. The respondent will need to

check at one of the Columns provided the label with

Absolutely Disagree (STS), Disagree (TS), Neutral

(R), Agree (S), Absolutely Agree (SS). For further

explanation can be seen in table 2.

Table 2: Pre-Test Questionnaire.

Hint:

Please answer the provided statement with a

check at one of the columns.

Hint: Very Disagree (STS), Disagree (TS), Neutral

(R), Agree (S) and Very Agree (SS).

No. Statement STS TS R S SS

You know local

mass media

Local mass

media that

comes in your

mind first is

Haluan Kepri

You regularly

subscribe Haluan

You only buy

and read Haluan

Kepri

Intelligent Mass

Media is closely

described Haluan

Kepri

Haluan Kepri is

the only mass

media that

attractive and

relevant

You read and

subscribe Haluan

Kepri because it

gives you more

benefit

compared to

others.

Haluan Kepri is

well known

because its’

qualit

Educating

People’s Live is

Haluan Kepri

motto

10.

Do you agree to

read and

subscribe Haluan

i re

ula

Because respondent amount is 39, highest score for

Absolutely Agree is 5 x 39 = 195, for Absolutely

Disagree Option is 1x39 = 39. To know the result of

the calculation is using the Index (%) formula below:

Index







   

 

(3)

How to describe the interpretation criteria based on

interval:

1. 0% - 19,99% = Very Bad

2. 20% - 39,99% = Ba

3. 40% - 59,99% = Enough

4. 60% - 79,99% = Goo

5. 80% - 100% = Very Goo

ICAESS 2020 - The International Conference on Applied Economics and Social Science

Table 3: Pre-test Questionnaire result

Hint: Please answer the provided statement with a

check at one of the columns.

Hint: Very Disagree (STS), Disagree (TS), Neutral

(R), Agree (S) and Very Agree (SS).

No Statement STS TS R S SS

You know local mass

media

1 7 5 22 4

Local mass media that

comes in your mind

first is Haluan Kepri

17 16 5 1

You regularly

subscribe Haluan

Kepri

16 22 1

You only buy and read

Haluan Kepri

20 17 2

Intelligent Mass Media

is closely described

Haluan Kepri

9 23 7

Haluan Kepri is the

only mass media that

attractive and relevant

8 26 5

You read and subscribe

Haluan Kepri because

it gives you more

benefit compared to

others.

9 25 5

Haluan Kepri is well

known because its’

quality

7 18 13

Educating People’s

Live is Haluan Kepri

motto

7 15 14 1 2

10.

Do you agree to read

and subscribe Haluan

Kepri regularly?

9 16 11 2 1

According to Pre-test result about People Awareness

of Haluan Kepri, it shows people who live in

Bengkong, Batu Ampar and Batam Centre area has a

few information about Haluan Kepri. The result will

be described sufficiently below:

Table 4: Pre-test Questionnaire result

Hint: Please answer the provided statement with a

check at one of the columns.

Hint: Very Disagree (STS), Disagree (TS), Neutral

(R), Agree (S) and Very Agree (SS).

No. Statement Result

1. You know local mass

media

71 %

2. Local mass media that

comes in your mind first is

Haluan Kepri

35 %

3. You regularly

subscribe Haluan

Kepri

32 %

4. You only buy and

read Haluan Kepri

31 %

5. Intelligent Mass

Media is closely described

Haluan Kepri

39 %

6. Haluan Kepri is the only

mass media that attractive

and relevant

34 %

7. You read and

subscribe Haluan Kepri

because it gives you more

benefit compared to others.

38 %

8. Haluan Kepri is well

known because its’ quality

45 %

9. Educating People’s Live is

Haluan Kepri motto

48 %

10. Do you agree to read and

subscribe Haluan Kepri

regularly?

45 %

Details:

0% - 19,99 % : Ver

20% - 39,99% : Ba

40% - 59,99% : Enou

60% - 79,99 : Goo

80% - 100% : Ve

Goo

The result of 10 Statement at Pre-test Questionnaire

shows there is still a statement that has a score under

40%. The score of pre-test and post-test will be

analysed using T-Test Paired Two Sample Mean at

Microsoft Excel Tools.

Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study

3.2 Study Variable

On this study, there is two variable such as brand

awareness and a purchase decision that has been

described as follow:

Table 5: Study Variable

3.3 Post-Test

After the distribution that is done by giving a motion

graphic video results to the same respondents as the

pre-test, then a post-test questionnaire is conducted

by answering the same statement during the pre-test

before the graphic motion video is given. The results

of the post-test questionnaire about the video profile

of the company Haluan Kepri to increase brand

awareness are clearer in table 6.

Table 6: Post-Test Questionnaire Result

Hint: Please answer the provided statement with a

check at one of the columns.

Hint: Very Disagree (STS), Disagree (TS), Neutral

(R), Agree (S) and Very Agree (SS).

No Statement STS TS R S SS

You know local mass

media

1 7 5 22 4

Local mass media that

comes in your mind

first is Haluan

17 16 5 1

You regularly

subscribe Haluan

16 22 1

You only buy and read

Haluan

20 17 2

Intelligent Mass Media

is closely described

Haluan

9 23 7

Haluan Kepri is the

only mass media that

att

active an

relevant

8 26 5

You read and subscribe

Haluan Kepri because

it gives you more

benefit compared to

others.

9 25 5

Haluan Kepri is well

known because its’

quality

7 18

Educating People’s

Live is Haluan Kepri

motto

7 15

14 1 2

10.

Do you agree to read

and subscribe Haluan

Kepri regularly?

9 16

2 1

According to the post-test questionnaire result, it

shows a positive impact significantly among brand

awareness against purchase decision. Based on brand

awareness theory, this is a buyer ability identifying a

brand. More details are described in table 7.

ICAESS 2020 - The International Conference on Applied Economics and Social Science

Table 7: Post-Test Result

Hint: Please answer the provided statement with a

check at one of the columns.

Hint: Very Disagree (STS), Disagree (TS), Neutral

(R), Agree (S) and Very Agree (SS).

No. Statement Result

1. You know local mass media 71 %

Local mass media that comes in

our

ind first is Haluan

35 %

3. You regularly subscribe Haluan

Kepri

32 %

4. You only buy and read Haluan

Kepri

31 %

Intelligent Mass Media is closely

escribed Haluan

39 %

6. Haluan Kepri is the only mass

media that attractive and relevant

34 %

7. You read and subscribe Haluan

Kepri because it gives you more

enefit com

ared to othe

38 %

Haluan Kepri is well known

because its’ quality

45 %

9. Educating People’s Live is

Haluan

ri motto

48 %

10. Do you agree to read and

subscribe Haluan Kepri

ula

45 %

Details:

0% - 19,99 % : Ver

20% - 39,99% : Ba

40% - 59,99% : Enou

60% - 79,99 : Goo

80% - 100% : Ve

Goo

Post-test Analysis

From the results of the post-test questionnaire, the

results showed an increase in respondents' awareness

of the Haluan Kepri brand.

Figure 2 The comparison between Pre-test & Post- test

results.

From Figure 2, it shows that the pre-test curve has

a lower level of awareness compared to post- test, this

happens because there is no Brand Recognition of

respondents so that there are still many respondents

who are not familiar with the Haluan Kepri brand.

While the post-test curve has increased significantly

this shows that the influence of Brand Recognition

gives the respondents awareness about the Haluan

Kepri Brand that can influence purchasing decisions

based on statements on the 10th questionnaire point

that 61% of respondents agree to continue reading

and buying or subscribing to Haluan Kepri, this

theoretically the concept of Brand Awareness shows

that brand awareness has a significant influence on

purchasing decisions.

The results of the post-test will be analysed

together with the pre-test using the T-Test Paired Two

Sample Mean tool on Microsoft Excel. Following are

the preliminary and post-test data presented in Figure

Figure 3: Initial Pre-test and Post-test

The results of the pre-test and post-test were

analysed using the T-Test Paired Two Sample Mean

tool in Microsoft Excel. The following results are

presented in Figure 4.

Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study

Figure 4 Analysis Results from the Paired Two Sample

Means T-Test.

The interpretation of the results of the statistical

analysis of the T-Test Paired Two Sample Means test

is as follows:

1. Mean is the average value of the pre-test

output and the mean value of the pre-test is

41.8, while the output of the post-test is 62.

2. Variance is the value of variation, the value

of variation from the pre-test is 139.2888889

and the value of variation from the post-test

is 178.

3. Observations are the number of pre-test and

post-test observations, each of which is 10

observations.

4. Person Correlation is a variation of the

combined pre-test and post-test that is

0.7628074858.

5. Hypothesized Mean Difference is the

average difference between pre-test and

post-test which is assumed to be no

difference so that the value is 0.

6. Df is the Degree of Freedom or also called

the degree of freedom obtained through df =

n - 1, 10 -1 = 9.

7. t-Stat is the calculated t value of -

7.276425412.

8. P (T <= t) one tail is a p-value of

0,000234072.

9. t critical one tail is the value of t table

that is 1.833112933.

10. P (T <= t) two tails is a p-value of

4.6814347925.

11. t critical two-tail is the value of t table that

is 2,262157163.

From the results of the statistical analysis of the

paired sample two means t-test hypothesis test it can

be seen that the hypothesis shows one direction µ1>

µ2, then what needs to be seen is only the one-way p-

value and t table (critical) namely One Tail so that it

can be concluded that the P-Value (0,0001) <alpha

(0.05) which explains that H1 is accepted. Video

company profile of the Haluan Kepri by using motion

graphic techniques can increase respondents'

awareness of the Haluan Kepri brand by experiencing

a mean increase from 41.8% to 62%.

4 CONCLUSIONS

Based on the study that has been done, there are

several conclusions, which are as follows:

1. Based on the results of a descriptive analysis

using a Likert scale and the T-Test Paired

Two Sample Mean using Microsoft Excel

which shows that t-Stat increases

respondents' awareness of the Haluan Kepri

Brand and has a positive effect because it has

increased from 41.8% to 62%.

2. Based on the results of the motion graphics

company profile video of the Haluan Kepri

to increase brand awareness this results in

increased awareness of respondents or the

public of the Haluan Kepri. With this video,

it is especially useful for the community,

respondent and Haluan Kepri.

5 SUGGESTION

1. Suggestions for researchers who will develop a

company profile video using motion graphic

techniques can also use other methods such as

EPIC, Vaughan and others. And bias can use

new analysis and parameters for the future.

2. In conducting further research, it is expected to

explore other variables with a larger sample size

so that comparative studies can be found that

can enrich the results of this study.

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Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study