PERAN IMPLEMENTER DALAM PENERAPAN TEORI KOMUNIKASI HATI PADA VIDEO COMPANY PROFILE SLB CAHAYA BINTANG

Saragih, Vanessa Keren (2026) PERAN IMPLEMENTER DALAM PENERAPAN TEORI KOMUNIKASI HATI PADA VIDEO COMPANY PROFILE SLB CAHAYA BINTANG. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Perkembangan media digital mendorong lembaga pendidikan untuk memanfaatkan media komunikasi yang efektif dalam membangun citra dan memperkenalkan identitas sekolah kepada masyarakat. Salah satu media yang dapat digunakan adalah video company profile karena mampu menyampaikan informasi melalui unsur visual, naratif, dan emosional. SLB Cahaya Bintang merupakan sekolah luar biasa yang memiliki pendekatan pembelajaran berbasis kasih, kesabaran, dan pendampingan secara personal bagi anak berkebutuhan khusus. Namun, sekolah ini belum memiliki video company profile yang dapat memperkenalkan nilai-nilai serta lingkungan sekolah kepada masyarakat secara luas. Oleh karena itu, penelitian penciptaan karya ini bertujuan untuk mengimplementasikan video company profile dengan menerapkan Teori Komunikasi Hati dan konsep komunikasi nonverbal sebagai media komunikasi SLB Cahaya Bintang. Penulis berperan sebagai implementer yang bertanggung jawab pada tahap pascaproduksi, meliputi proses review dan revisi, distribusi, serta evaluasi karya. Implementasi dilakukan melalui publikasi video pada platform YouTube, disertai promosi melalui TikTok, Facebook, dan YouTube Ads untuk memperluas jangkauan audiens. Evaluasi dilakukan dengan menganalisis data YouTube Analytics berupa jumlah views, likes, comments, shares, dan subscriber yang diambil pada 28 Mei 2026. Selain itu, evaluasi juga dilakukan melalui wawancara terhadap dua orang tua anak berkebutuhan khusus di Klinik Tumbuh Kembang Anak Karuna Centre serta dua orang tua murid SLB Cahaya Bintang. Hasil implementasi menunjukkan bahwa video company profile berhasil membangun kedekatan emosional dan persepsi positif terhadap SLB Cahaya Bintang melalui penerapan Teori Komunikasi Hati yang didukung oleh konsep komunikasi nonverbal. Hal tersebut ditunjukkan melalui respons positif audiens berupa komentar dan apresiasi, serta hasil wawancara yang menunjukkan bahwa informan merasa terharu, nyaman, dan memperoleh gambaran yang baik mengenai lingkungan sekolah. Dengan demikian, video company profile dapat menjadi media komunikasi yang efektif dalam memperkenalkan nilai-nilai SLB Cahaya Bintang kepada masyarakat. Kata Kunci: Video Company Profile, Teori Komunikasi Hati, Implementer /The development of digital media has encouraged educational institutions to utilize effective communication media to build their image and introduce their identity to the public. One of the most effective media is a company profile video, as it is capable of delivering information through visual, narrative, and emotional elements. SLB Cahaya Bintang is a special needs school that applies a learning approach based on compassion, patience, and personalized assistance for children with special needs. However, the school did not yet have a company profile video that could introduce its values and learning environment to the wider community. Therefore, this creative project aims to implement a company profile video by applying the Heart Communication Theory and the concept of nonverbal communication as a communication medium for SLB Cahaya Bintang. The author served as the implementer, who was responsible for the post-production stage, including the review and revision process, distribution, and evaluation of the project. The implementation was carried out by publishing the video on YouTube, supported by promotional activities through TikTok, Facebook, and YouTube Ads to expand audience reach. The evaluation was conducted by analyzing YouTube Analytics data, including the number of views, likes, comments, shares, and subscribers, collected on May 28, 2026. In addition, evaluation was also conducted through interviews with two parents of children with special needs from the Karuna Centre Child Development Clinic and two parents whose children are enrolled at SLB Cahaya Bintang. The results showed that the company profile video successfully built emotional connection and a positive perception of SLB Cahaya Bintang through the implementation of the Heart Communication Theory supported by the concept of nonverbal communication. This was reflected in the positive audience responses, including comments and appreciation, as well as interview findings indicating that the informants felt emotionally touched, comfortable, and gained a positive understanding of the school's environment. Therefore, the company profile video can serve as an effective communication medium to introduce the values of SLB Cahaya Bintang to the public. Keywords: Company Profile Video, Heart Communication Theory, Implementer.

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