Penerapan Video Company Profile Sebagai Upaya Pengembangan Brand Awareness PT. Intisarana Adisejahtera (Inti Solar)

Sirait, Aprina Jovanka (2025) Penerapan Video Company Profile Sebagai Upaya Pengembangan Brand Awareness PT. Intisarana Adisejahtera (Inti Solar). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan teknologi digital yang pesat telah mengubah cara perusahaan membangun komunikasi dengan audiensnya, termasuk dalam upaya meningkatkan kesadaran merek (brand awareness). Skripsi ini bertujuan untuk mengeksplorasi penerapan sebagai strategi komunikasi visual dalam membentuk dan memperkuat brand awareness PT. Intisarana Adisejahtera (Inti Solar), sebuah perusahaan yang bergerak di bidang pemanas air tenaga surya dan menjadi pelopor selama lebih dari 60 tahun. Karya ini diwujudkan dalam bentuk video berdurasi 6 menit yang menampilkan profil perusahaan, visi-misi, nilai-nilai inti, sejarah perkembangan, hingga pencapaian serta testimoni dari tokoh utama perusahaan yaitu direktur. Strategi penyebaran dilakukan melalui kanal digital seperti YouTube, Instagram, dan situs web resmi perusahaan, disertai dukungan promosi melalui Google Ads. Evaluasi dilakukan menggunakan data analitik dari YouTube Studio dan Google Ads untuk mengukur dalam menjangkau target audiens dan membangun keterlibatan serta implementer juga memberikan evaluasi dengan beberapa cara yang telah dilakukan dan pertimbangan untuk mengembangkan pemanfaatkan tersebut kepada pihak perusahaan. Hasil evaluasi dalam platform digital menunjukkan adanya peningkatan dalam jumlah penayangan, interaksi, dan awareness terhadap merek Inti Solar di kalangan audiens digital, khususnya usia produktif. Ditambah adanya evaluasi dari pihak Perusahaan, target sasaran dan implementer mampu menjelaskan bagaimana penerapan video company profile telah sesuai dengan kebutuhan perusahaan dan kemudian bahan evaluasi yang tertulis menjadi pegangan perusahaan setelah berhasil memiliki video company profile perdana. Video ini terbukti baik digunakan sebagai media komunikasi berlandaskan audio-visual yang mampu memperkenalkan perusahaan secara profesional dan menarik hingga mencapai piramida brand awareness di poin brand recognition (pengenalan merek). Terlebih video ini juga berhasil menjalin kerja sama dengan partner baru oleh karena penerapan milik Inti Solar. Penerapan ini diharapkan dapat menjadi model strategi digital branding yang relevan dan adaptif bagi perusahaan di era komunikasi modern. Kata kunci: kesadaran merek, strategi digital, komunikasi visual / The rapid development of digital technology has changed the way companies build communication with their audiences, including in efforts to increase brand awareness. This thesis aims to explore the application as a visual communication strategy in forming and strengthening brand awareness of PT. Intisarana Adisejahtera (Inti Solar), a company engaged in the field of solar water heaters and has been a pioneer for more than 60 years. This work is realized in the form of a 6-minute video that displays the company profile, vision-mission, core values, development history, to achievements and testimonials from the company's main figure, namely the director. The distribution strategy is carried out through digital channels such as YouTube, Instagram, and the company's official website, accompanied by promotional support through Google Ads. The evaluation was carried out using analytical data from YouTube Studio and Google Ads to measure in reaching the target audience and building engagement and the implementer also provided an evaluation with several methods that had been carried out and considerations for developing the utilization to the company. The results of the evaluation on the digital platform showed an increase in the number of views, interactions, and awareness of the Inti Solar brand among digital audiences, especially those of productive age. In addition, there is an evaluation from the Company, the target audience and implementer are able to explain how the implementation of the company profile video has been in accordance with the company's needs and then the written evaluation material becomes the company's reference after successfully having the first company profile video. This video has proven to be good for use as an audio-visual communication media that is able to introduce the company professionally and attractively to reach the brand awareness pyramid at the brand recognition point. Moreover, this video has also succeeded in establishing cooperation with new partners because of the implementation of Inti Solar. This implementation is expected to be a relevant and adaptive digital branding strategy model for companies in the modern communication era. Keywords: brand awareness, company profile video, digital strategy, visual communication

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