Implementasi Pembuatan Video Company Profile: "Melangkah Menuju Masa Depan Gemilang Bersama SMK Otomindo"

ButarButar, Daniel Marusaha (2026) Implementasi Pembuatan Video Company Profile: "Melangkah Menuju Masa Depan Gemilang Bersama SMK Otomindo". S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan teknologi digital mendorong lembaga pendidikan memanfaatkan media komunikasi visual sebagai sarana promosi dan penyampaian informasi kepada masyarakat. Di tengah persaingan antar sekolah yang semakin kompetitif, diperlukan strategi komunikasi yang efektif untuk memperkenalkan keunggulan serta meningkatkan kepercayaan masyarakat. SMK Otomindo menghadapi tantangan berupa munculnya sejumlah ulasan negatif pada platform Google Review yang berpotensi memengaruhi persepsi masyarakat terhadap kualitas dan kredibilitas sekolah. Kondisi tersebut menunjukkan perlunya media komunikasi yang mampu menyajikan informasi secara komprehensif, objektif, dan representatif mengenai profil sekolah. Oleh karena itu, diciptakan video company profile berjudul Melangkah Menuju Masa Depan Gemilang Bersama SMK Otomindo sebagai media promosi digital. Penciptaan karya ini bertujuan menghasilkan video company profile yang informatif, komunikatif, dan menarik untuk memperkenalkan identitas sekolah, visi dan misi, fasilitas, program keahlian, serta berbagai keunggulan yang dimiliki SMK Otomindo. Proses penciptaan dilakukan melalui tahapan pra-produksi, produksi, pasca-produksi, implementasi, dan evaluasi. Produk akhir berupa video berdurasi 6 menit 29 detik dengan kualitas High Definition (HD) yang dipublikasikan melalui akun Instagram resmi SMK Otomindo. Hasil evaluasi menunjukkan bahwa video company profile memperoleh 4.982 tayangan, 442 tanda suka, 49 komentar, dan 119 kali dibagikan. Capaian tersebut melampaui target publikasi yang telah ditetapkan sehingga menunjukkan bahwa video mampu menarik perhatian audiens, meningkatkan keterlibatan pengguna (engagement), serta memperluas penyebaran informasi mengenai SMK Otomindo melalui media digital. Dengan demikian, video company profile yang dihasilkan terbukti efektif sebagai media promosi digital dalam memperkenalkan profil, keunggulan, dan daya saing SMK Otomindo kepada masyarakat./ The development of digital technology has encouraged educational institutions to utilize visual communication media as a means of promotion and information dissemination. Amid increasingly competitive competition among schools, effective communication strategies are required to introduce institutional strengths and enhance public trust. SMK Otomindo faces challenges due to several negative reviews on the Google Review platform, which have the potential to influence public perceptions of the school's quality and credibility. This condition highlights the need for a communication medium capable of presenting comprehensive, objective, and representative information about the school's profile. Therefore, a company profile video entitled Stepping Toward a Bright Future with SMK Otomindo was created as a digital promotional medium. The purpose of this project was to produce an informative, communicative, and engaging company profile video that introduces the school's identity, vision and mission, facilities, vocational programs, and various competitive advantages. The production process consisted of five stages: pre-production, production, post-production, implementation, and evaluation. The final product was a 6-minute and 29-second High Definition (HD) video published through SMK Otomindo's official Instagram account. The evaluation results showed that the company profile video achieved 4,982 views, 442 likes, 49 comments, and 119 shares. These results exceeded the predetermined publication targets, indicating that the video successfully attracted audience attention, increased user engagement, and expanded the dissemination of information about SMK Otomindo through digital media. Therefore, the company profile video proved to be an effective digital promotional medium for introducing the school's profile, strengths, and competitiveness to the public.

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