Production of Testimonial Videos to Support the Implementation of the Lapak Ganjar Program

Abstract

The Governor of Central Java, Ganjar Pranowo, released the Lapak Ganjar program for MSMEs affected by the pandemic. The program, which was released in 2020 until mid-2022, continues to grow to help market MSME products online through Instagram accounts @ganjar_pranowo and @lapak_ganjar. This study aims to describe the communication strategy of the the Office of Communication and Informatics of Central Java Province in supporting the implementation of the Lapak Ganjar program through Instagram. This study used descriptive qualitative method. Based on the SOSTAC model, the results of the study revealed that the Office of Communication and Informatics of Central Java Province implemented a communication strategy through a testimonial video #ReviewLapakGanjar production which featured the success story of the Lapak Ganjar program. This testimonial video is published on a scheduled basis through Instagram @kominfo.jateng. This video testimonial is published to create public perception and trust that the Lapak Ganjar program provides benefits for MSMEs in marketing their products online which has an impact on increasing product sales. In addition, the Office of Communication and Informatics of Central Java Province carried out a media relations communication strategy by involving mainstream media and online media to carry out joint coverage of the profiles and success stories of MSMEs participating in the Lapak Ganjar program, which is expected to increase the publication of the program in media.