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
Copyright
c
2021 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
85
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
86
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
87
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
2
1 + 350(0.15)
2
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
1.
You know local
mass media
2.
Local mass
media that
comes in your
mind first is
Haluan Kepri
3.
You regularly
subscribe Haluan
K
e
p
ri
4.
You only buy
and read Haluan
Kepri
5.
Intelligent Mass
Media is closely
described Haluan
Kepri
6.
Haluan Kepri is
the only mass
media that
attractive and
relevant
7.
You read and
subscribe Haluan
Kepri because it
gives you more
benefit
compared to
others.
8.
Haluan Kepri is
well known
because its’
qualit
y
9.
Educating
People’s Live is
Haluan Kepri
motto
10.
Do you agree to
read and
subscribe Haluan
K
e
p
r
i re
g
ula
r
l
y
?
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
d
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
88
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
1.
You know local mass
media
1 7 5 22 4
2.
Local mass media that
comes in your mind
first is Haluan Kepri
17 16 5 1
3.
You regularly
subscribe Haluan
Kepri
16 22 1
4.
You only buy and read
Haluan Kepri
20 17 2
5.
Intelligent Mass Media
is closely described
Haluan Kepri
9 23 7
6.
Haluan Kepri is the
only mass media that
attractive and relevant
8 26 5
7.
You read and subscribe
Haluan Kepri because
it gives you more
benefit compared to
others.
9 25 5
8.
Haluan Kepri is well
known because its’
quality
7 18 13
1
9.
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
y
Ba
d
20% - 39,99% : Ba
d
40% - 59,99% : Enou
g
h
60% - 79,99 : Goo
80% - 100% : Ve
r
y
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
89
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
1.
You know local mass
media
1 7 5 22 4
2.
Local mass media that
comes in your mind
first is Haluan
K
e
p
ri
17 16 5 1
3.
You regularly
subscribe Haluan
K
e
p
ri
16 22 1
4.
You only buy and read
Haluan
K
e
p
ri
20 17 2
5.
Intelligent Mass Media
is closely described
Haluan
K
e
p
ri
9 23 7
6.
Haluan Kepri is the
only mass media that
att
r
active an
d
relevant
8 26 5
7.
You read and subscribe
Haluan Kepri because
it gives you more
benefit compared to
others.
9 25 5
8.
Haluan Kepri is well
known because its’
quality
7 18
13
1
9.
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 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
90
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 %
2.
Local mass media that comes in
y
our
m
ind first is Haluan
K
e
p
ri
35 %
3. You regularly subscribe Haluan
Kepri
32 %
4. You only buy and read Haluan
Kepri
31 %
5.
Intelligent Mass Media is closely
d
escribed Haluan
K
e
p
ri
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
b
enefit com
p
ared to othe
r
38 %
8.
Haluan Kepri is well known
because its’ quality
45 %
9. Educating People’s Live is
Haluan
K
e
p
ri motto
48 %
10. Do you agree to read and
subscribe Haluan Kepri
re
g
ula
r
l
y
?
45 %
Details:
0% - 19,99 % : Ver
y
Ba
d
20% - 39,99% : Ba
d
40% - 59,99% : Enou
g
h
60% - 79,99 : Goo
80% - 100% : Ve
r
y
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
3.
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
91
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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