PERAN ORGANIZER DALAM PENERAPAN KONSEP STORYBRAND PADA PEMBUATAN VIDEO COMPANY PROFILE "MENJELAJAHI SEJARAH, MEMBANGUN MASA DEPAN" SEBAGAI UPAYA DIGITAL BRANDING

Simamora, Maria Gabrielita Angel (2026) PERAN ORGANIZER DALAM PENERAPAN KONSEP STORYBRAND PADA PEMBUATAN VIDEO COMPANY PROFILE "MENJELAJAHI SEJARAH, MEMBANGUN MASA DEPAN" SEBAGAI UPAYA DIGITAL BRANDING. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian karya ini dilatarbelakangi oleh rendahnya minat generasi Z terhadap museum yang dianggap kurang menarik dan tidak relevan dengan perkembangan digital. Museum Mandiri membutuhkan media komunikasi visual yang mampu membangun citra modern, edukatif, dan interaktif agar dapat menjangkau audiens khususnya generasi Z. Tujuan karya ini adalah membangun citra Museum Mandiri sebagai institusi budaya yang modern melalui Video Company Profile menggunakan konsep StoryBrand, menerapkan teori digital branding, serta mengkaji peran organizer dalam keseluruhan proses produksi video. Metode yang digunakan adalah metode penciptaan karya video company profile melalui tiga tahapan, yaitu pra-produksi, produksi, dan pasca-produksi. Tahap pra-produksi meliputi pengumpulan data, penyusunan konsep, storyline, storyboard, dan perencanaan teknis. Tahap produksi dilakukan dengan pengambilan gambar bergaya dokumenter sinematik, wawancara, serta dokumentasi aktivitas edukatif di Museum Mandiri. Tahap pasca-produksi dilakukan melalui proses editing, penambahan voice over, dan penyusunan backsound untuk memperkuat storybrand dan identitas visual video. Hasil karya menunjukkan bahwa penerapan StoryBrand mampu membangun alur cerita yang lebih komunikatif, emosional, dan mudah dipahami oleh audiens. Video Company Profile berhasil menampilkan Museum Mandiri sebagai ruang edukasi sejarah yang modern, interaktif, dan relevan bagi Generasi Z. Peran organizer juga terbukti penting dalam menjaga konsistensi visual, cerita, dan penyampaian pesan digital branding. Video Company Profile menggunakan StoryBrand efektif sebagai media digital branding Museum Mandiri karena mampu memperkuat citra institusi dan meningkatkan daya tarik museum di kalangan generasi Z. Kata Kunci: Peran organizer, storybrand, video company profile, digital branding, generasi z./This research is motivated by the low interest of Generation Z in museums, which are considered less interesting and irrelevant to digital developments. Museum Mandiri requires visual communication media that can build a modern, educational, and interactive image in order to reach audiences, especially Generation Z. The purpose of this work is to build the image of Museum Mandiri as a modern cultural institution through a Video Company Profile using the StoryBrand concept, applying digital branding theory, and examining the role of organizers in the entire video production process. The method used is the method of creating a company profile video through three stages, namely pre-production, production, and post-production. The pre-production stage includes data collection, concept development, storyline, storyboard, and technical planning. The production stage is carried out by shooting cinematic documentary style, interviews, and documentation of educational activities at Museum Mandiri. The post-production stage is carried out through the editing process, adding voice overs, and compiling backsounds to strengthen the storybrand and visual identity of the video. The results show that the application of StoryBrand is able to build a storyline that is more communicative, emotional, and easily understood by the audience. The Company Profile video successfully showcased the Mandiri Museum as a modern, interactive, and relevant historical education space for Generation Z. The organizer's role also proved crucial in maintaining visual consistency, storytelling, and the delivery of digital branding messages. The Company Profile video used StoryBrand effectively as a digital branding medium for the Mandiri Museum because it was able to strengthen the institution's image and increase the museum's appeal among Generation Z. Keywords: Organizer role, storybrand, video company profile, digital branding, generation z.

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