KINERJA IMPLEMENTER LEWAT BRAND EQUITY DAN BRAND POSITIONING DALAM VIDEO COMPANY PROFILE PT.KEMILAU ABADI SEJAHTERA

Wirati, Hayu (2026) KINERJA IMPLEMENTER LEWAT BRAND EQUITY DAN BRAND POSITIONING DALAM VIDEO COMPANY PROFILE PT.KEMILAU ABADI SEJAHTERA. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Di era digital saat ini, perusahaan dituntut untuk mampu menyampaikan informasi dan membangun citra perusahaan secara efektif melalui berbagai media komunikasi. PT. Kemilau Abadi Sejahtera (KAS) membutuhkan media yang dapat memperkenalkan profil perusahaan secara lebih menarik, profesional, dan mudah dipahami oleh calon konsumen maupun mitra bisnis. Oleh karena itu, penciptaan karya ini bertujuan menghasilkan video company profile PT. Kemilau Abadi Sejahtera dengan tema Building Trust, Creating Future sebagai media komunikasi perusahaan yang dapat memperkuat brand equity dan brand positioning perusahaan. Proses penciptaan karya dilakukan melalui tahapan pra produksi, produksi, dan pasca produksi. Dalam karya ini, implementer berperan pada tahap pasca produksi yang meliputi proses review dan revisi bersama stakeholder perusahaan, penyusunan strategi distribusi melalui media digital perusahaan, serta evaluasi hasil karya berdasarkan data performa media sosial dan wawancara dengan pihak perusahaan, mitra, serta calon konsumen. Hasil penciptaan menunjukkan bahwa video company profile yang dihasilkan mampu menggambarkan identitas, nilai, layanan, dan komitmen PT. Kemilau Abadi Sejahtera secara jelas dan profesional. Berdasarkan hasil evaluasi, video mendapatkan tanggapan positif dari berbagai pihak karena dinilai mampu meningkatkan kepercayaan audiens terhadap perusahaan serta memberikan informasi yang lebih lengkap mengenai profil perusahaan. Selain digunakan sebagai media promosi digital, video ini juga dimanfaatkan sebagai media pendukung dalam kegiatan presentasi dan kerja sama bisnis. Dengan demikian, video company profile yang dihasilkan dapat menjadi aset komunikasi perusahaan yang mendukung penguatan citra, brand equity, dan brand positioning PT. Kemilau Abadi Sejahtera secara berkelanjutan.Kata Kunci: Video Company Profile, Brand Equity, Brand Positioning, Media Digital / In today's digital era, companies are required to communicate information and build a positive corporate image through effective communication media. PT. Kemilau Abadi Sejahtera (KAS) needed a communication medium that could introduce the company's profile in a more engaging, professional, and informative way to prospective customers and business partners. Therefore, this project aimed to create a company profile video entitled Building Trust, Creating Future as a corporate communication medium to strengthen the company's brand equity and brand positioning. The creation process consisted of pre-production, production, and post-production stages. In this project, the implementer's role focused on the post-production stage, including reviewing and revising the video with company stakeholders, developing a distribution strategy through the company's digital platforms, and evaluating the final work through social media performance data and interviews with company representatives, business partners, and prospective customers. The results show that the company profile video successfully presents the company's identity, values, services, and commitments in a clear and professional manner. Based on the evaluation results, the video received positive responses from various stakeholders as it helped increase audience trust and provided a better understanding of the company's profile. In addition to serving as a digital promotional tool, the video has also been utilized to support business presentations and partnership activities. Therefore, the company profile video serves as a valuable communication asset that supports the long-term development of PT. Kemilau Abadi Sejahtera's corporate image, brand equity, and brand positioning.Keywords: Company Profile Video, Brand Equity, Brand Positioning, Digital Media.

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