PEMBUATAN VIDEO KONTEN KREATIF DAN INOVATIF MELALUI MEDIA SOSIAL TIKTOK DALAM PROMOSI BRANDING DIPLOMA 3 MANAJEMEN TRANSPORTASI UDARA POLTEKBANG SURABAYA

Perkembangan media sosial sebagai sarana komunikasi digital telah mendorong institusi pendidikan untuk memanfaatkan platform tersebut dalam upaya membangun citra dan meningkatkan eksistensi secara daring. Program Studi
D3 Manajemen Transportasi Udara Politeknik Penerbangan Surabaya belum memiliki kehadiran yang kuat di platform TikTok, padahal mayoritas target audiens, yakni generasi muda, aktif di media tersebut. Penelitian ini bertujuan untuk merancang dan menghasilkan konten promosi berbasis video pendek yang sesuai dengan karakteristik platform TikTok guna memperkuat branding program studi.Metode yang digunakan dalam penelitian ini adalah Research and
Development (R&D) dengan model pengembangan ADDIE (Analysis, Design, Development, Implementation, dan Evaluation). Tahap Analysis dilakukan melalui observasi dan wawancara dengan pihak Kepala Program Studi MTU untuk mengidentifikasi kebutuhan promosi. Tahap Design melibatkan penyusunan
storyboard dan konsep visual yang mengikuti tren TikTok. Tahap Developmentmencakup produksi konten dengan teknik penyuntingan kreatif. Konten kemudian diimplementasikan melalui akun TikTok resmi dan divalidasi oleh HUMAS, Dosen
dan Staff dengan perolehan skor rata-rata 5,00 kategori “sangat puas” pada konten dengan tema akademik. Tahap Evaluation dilakukan melalui penilaian kualitatif
dan kuantitatif dengan mendapatkan penilaian melalui metode PIECES terhadap 30 responden, termasuk analisis engagement dari video yang dipublikasikan. Hasil penelitian menunjukkan bahwa empat konten video berhasil dikembangkan dan layak digunakan sebagai media promosi. Berdasarkan evaluasi,
rata-rata skor dari validator dan audiens mendapaktan skor “puas“ Selain itu, hasil engagement TikTok selama masa publikasi menunjukkan performa positif, terutama pada konten bertema akademik yang memperkenalkan program studi. Video
tersebut memperoleh likes, views, dan shares tertinggi, dengan mayoritas audiens berusia 18–24 tahun (Generasi Z). Dengan demikian, model ADDIE terbukti efektif dalam menghasilkan konten digital yang sesuai dengan karakteristik target audiens dan mendukung strategi branding program studi di media sosial.Kata kunci : ADDIE, TikTok, Merek, Manajemen Transportasi Udara, Poltekbang Surabaya
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The rise of social media as a means of digital communication has encouraged educational institutions to utilize these platforms to build their image and enhance online presence. The Diploma 3 Program in Air Transportation Management at the Surabaya Aviation Polytechnic currently lacks a strong
presence on TikTok, despite the fact that its primary target audience—young people—are highly active on the platform. This study aims to design and produce promotional content in the form of short videos tailored to the characteristics of
TikTok, in order to strengthen the program’s branding.
The method used in this study is Research and Development (R&D) with the ADDIE development model (Analysis, Design, Development, Implementation, and Evaluation). The Analysis stage was carried out through observations and interviews with the Head of the Air Transportation Management Study Program to identify promotional needs. The Design stage involved the preparation of storyboards and visual concepts aligned with TikTok trends. The Development stage
included the production of content using creative editing techniques. The contentwas then implemented through the official TikTok account and validated by the Public Relations Division, lecturers, and staff, resulting in an average score of 5.00 in the “very satisfied” category, particularly for content with an academic theme.
The Evaluation stage was conducted through both qualitative and quantitative assessments using the PIECES method on 30 respondents, along with an analysis of the engagement metrics of the published videos.The results indicate that four video contents were successfully developed
and deemed suitable as promotional media. Based on the evaluations, both validators and the audience expressed a high level of satisfaction. Moreover, engagement metrics on TikTok during the publication period showed positive
performance, particularly for academic-themed content introducing the study program. This video recorded the highest number of likes, views, and shares, with
the majority of the audience aged 18–24 (Generation Z). Thus, the ADDIE model proves effective in producing digital content aligned with the target audience’s characteristics and supporting the study program’s branding strategy on social media.Keywords : ADDIE, TikTok, Branding, Air Transportation Management, Poltekbang Surabaya