Penerapan Teknik Continuity Editing pada Video Promosi RPN Hospitality di PT Riset Perkebunan Nusantara

Abstract

Pada era digital saat ini, media promosi berbasis audiovisual menjadi salah satu sarana komunikasi yang efektif dalam membangun citra merek dan menjangkau target audiens secara emosional. PT Riset Perkebunan Nusantara (PT RPN) melalui program RPN Hospitality berupaya meningkatkan pemanfaatan fasilitas penginapannya, termasuk Guest House Hevea, sebagai akomodasi strategis dan nyaman di Kota Bogor. Untuk mendukung strategi promosi tersebut, dikembangkan sebuah video promosi berdurasi lima menit dengan pendekatan storytelling emosional bertema “makna pulang”. Proyek akhir ini mengangkat rumusan masalah terkait proses editing audiovisual dalam video promosi RPN Hospitality, penerapan teknik continuity editing dalam menjaga kesinambungan cerita, serta efektivitas penyampaian pesan berdasarkan tanggapan pihak internal PT RPN. Tujuan dari proyek ini adalah untuk mengidentifikasi teknik editing yang digunakan, menjelaskan bagaimana continuity editing diterapkan secara efektif, serta menilai sejauh mana video promosi ini mampu menyampaikan pesan secara visual dan emosional. Proses produksi dilakukan melalui tahapan pra-produksi, produksi, dan pasca-produksi, termasuk penyusunan naskah, pengambilan gambar, hingga penyuntingan yang melibatkan teknik continuity editing seperti match on action, eye-line match, 180-degree rule, J-cut, dan L-cut. Hasilnya menunjukkan bahwa video ini berhasil membangun alur cerita yang logis dan emosional secara visual. Tanggapan dari pihak PT RPN menunjukkan bahwa video ini dinilai efektif dalam menyampaikan pesan promosi dengan pendekatan yang menyentuh, sekaligus memperkuat citra positif RPN Hospitality sebagai tempat singgah yang hangat dan profesional. Saran untuk pengembangan selanjutnya meliputi peningkatan kualitas audio mixing agar dialog terdengar lebih jelas tanpa terganggu oleh musik latar, serta pembagian peran kerja yang lebih terstruktur agar proses produksi menjadi lebih efisien. Selain itu, disarankan untuk mempertimbangkan segmentasi audiens yang lebih spesifik guna memperluas daya tarik video promosi.

Kata kunci: Audiovisual, Continuity editing, RPN Hospitality, Storytelling, Strategi komunikasi, Video promosi

In today’s digital era, audiovisual promotional media has become one of the most effective communication tools for building brand image and reaching target audiences emotionally. Through the RPN Hospitality program, PT Riset Perkebunan Nusantara (PT RPN) aims to enhance the utilization of its lodging facilities, including the Hevea Guest House, as a strategic and comfortable accommodation in Bogor City. To support this promotional strategy, a five-minute promotional video was developed using an emotional storytelling approach with the theme of “the meaning of coming home.” This final project addresses issues related to the audiovisual editing process in the RPN Hospitality promotional video, the application of continuity editing techniques in maintaining narrative coherence, and the effectiveness of message delivery based on responses from PT RPN’s internal team. The objectives of this project are to identify the editing techniques used, explain how continuity editing is effectively applied, and assess how well the promotional video conveys its message both visually and emotionally. The production process involved pre-production, production, and postproduction stages, including script development, shooting, and editing that incorporated continuity editing techniques such as match on action, eye-line match, 180-degree rule, J-cut, and L-cut. The results indicate that the video successfully builds a logical and emotionally driven storyline through visuals. Feedback from PT RPN suggests that the video effectively delivers its promotional message with a touching approach, while also reinforcing the positive image of RPN Hospitality as a warm and professional place to stay. Recommendations for future development include improving audio mixing to ensure clearer dialogue without being overshadowed by background music, as well as establishing more structured role distribution to enhance production efficiency. It is also recommended to consider more specific audience segmentation to expand the appeal of the promotional video.