CREATING AWARENESS AND DESIGN MEDIA FOR SAPPAROT BRAND HOME DECORATION PRODUCTS FROM PINEAPPLE FIBERS

Abstract

The objectives of this research article were to 1) study guidelines for creating awareness of SAPPAROT brand home decoration products from pineapple fibers and 2) study create awareness and design media for SAPPAROT brand home decoration products from pineapple fibers. This research adopted the qualitative method by purposive sampling in-depth interview 13 home decoration product users, focus groups with 41 participants from government and private sectors, and actual operation on online platforms Facebook fan page, Instagram, YouTube, Google My Business, TikTok and trade shows. Used content analysis. The results showed that 1) the guidelines for creating awareness of SAPPAROT brand home decoration products from pineapple fibers used 5W1H Concept; Who-who is the customer target, What-what is the content presented, Why-why is it presented, When-when is it presented, Where-where is it presented, and How-how is it presented. And 2) create awareness and design media for SAPPAROT brand home decoration products from pineapple fibers used AIDA Model for design and SAPPAROT brand communication to target consist of A-attention, I-interest, D-desire, and A-action.