The Development of a Video Content Series for Digital Marketing Communication of Molly Ally Plant-Based Ice Cream

Abstract

This research aimed to (1) produce a set of video content for digital marketing communication of Molly Ally Plant-Based Ice Cream, (2) evaluate the quality of the developed video content, (3) assess the perception of the sample group toward the developed video content, and (4) evaluate the satisfaction of the sample group with the digital marketing communication video content of Molly Ally Plant-Based Ice Cream. The research instruments consisted of (1) a set of video content for digital marketing communication of Molly Ally Plant-Based Ice Cream, (2) a quality assessment form for the video content, (3) a perception assessment form, and (4) a satisfaction assessment form. The sample group in this study comprised 50 followers of the Instagram account @mollyallyicecream, selected through accidental sampling from those who had previously viewed the video content and were willing to complete the questionnaire. The research resulted in the production of four short video clips. These videos were evaluated by experts, who rated the content quality at a very high level (x̄ = 4.97, S.D. = 0.18) and the media presentation quality at a very high level (x̄ = 4.86, S.D. = 0.35). The perception of the sample group was rated at the highest level (x̄ = 4.72, S.D. = 0.55), and their satisfaction was also rated at the highest level (x̄ = 4.72, S.D. = 0.49). Therefore, the video content developed can be effectively utilized for digital marketing communication of Molly Ally Plant-Based Ice Cream, in alignment with the objectives of this research.