Analisis Peran Organizer dalam Pengelolaan Produksi Video Komunikasi Pemasaran Blok M Square Berbasis Integrated Marketing Communication (IMC)

Meku, FX Alfredo (2026) Analisis Peran Organizer dalam Pengelolaan Produksi Video Komunikasi Pemasaran Blok M Square Berbasis Integrated Marketing Communication (IMC). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan media digital mendorong perusahaan untuk memanfaatkan media sosial sebagai sarana komunikasi pemasaran yang efektif dalam membangun citra dan meningkatkan daya tarik publik. Blok M Square sebagai salah satu pusat perdagangan dan kawasan multifungsi di Jakarta Selatan membutuhkan media komunikasi pemasaran yang mampu menyampaikan informasi secara menarik, informatif, dan sesuai dengan perkembangan kawasan saat ini. Penelitian penciptaan karya ini bertujuan untuk menganalisis peran organizer dalam pengelolaan produksi video komunikasi pemasaran Blok M Square berbasis Integrated Marketing Communication (IMC) serta menghasilkan karya video yang dapat memperkuat identitas dan citra Blok M Square. Metode yang digunakan adalah metode deskriptif dengan pendekatan praktik kreatif melalui tahapan pra-produksi, produksi, dan pasca-produksi. Dalam proses penciptaan karya, penulis berperan sebagai organizer yang bertanggung jawab dalam perencanaan, koordinasi, pengelolaan sumber daya, penyusunan konsep kreatif, pengawasan produksi, hingga evaluasi hasil akhir. Hasil karya berupa video komunikasi pemasaran berjudul Blok M Square: Experience the Heart of Jakarta yang menampilkan sejarah, fasilitas, tenant, layanan publik, area hiburan, serta aktivitas pengunjung sebagai representasi identitas kawasan. Hasil penelitian menunjukkan bahwa peran organizer memiliki kontribusi penting dalam memastikan seluruh proses produksi berjalan efektif, terkoordinasi, dan menghasilkan media komunikasi pemasaran yang informatif, menarik, serta mampu mendukung peningkatan citra dan brand awareness Blok M Square di masyarakat. Kata Kunci: Organizer, Konten Video Komunikasi Pemasaran, Integrated Marketing Communication (IMC) / The development of digital media has encouraged companies to utilize social media as an effective marketing communication tool to build brand image and increase public engagement. Blok M Square, as one of the commercial and multifunctional areas in South Jakarta, requires marketing communication media capable of delivering information in an attractive, informative, and up-to-date manner. This creative project aims to analyze the role of the organizer in managing the production of Blok M Square's marketing communication video based on the Integrated Marketing Communication (IMC) approach, as well as to produce a video work that strengthens the identity and image of Blok M Square. The method employed in this project is a descriptive method with a creative practice approach through the stages of pre-production, production, and post-production. In the creative process, the author acts as the organizer responsible for planning, coordination, resource management, creative concept development, production supervision, and final evaluation. The resulting work is a marketing communication video entitled "Blok M Square: Experience the Heart of Jakarta," which showcases the history, facilities, tenants, public services, entertainment areas, and visitor activities as representations of the area's identity. The results indicate that the organizer plays a significant role in ensuring that the entire production process runs effectively and systematically, resulting in an informative, engaging marketing communication medium that supports the enhancement of Blok M Square's image and brand awareness among the public. Keywords: Organizer, Marketing Communication Video Content, Integrated Marketing Communication (IMC)

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