| dc.description.abstract | PT Desain Atelier Riri menghadapi kendala kesenjangan komunikasi karena publikasi karya masih didominasi penyajian data teknis informatif yang kaku. Momentum perayaan lima belas tahun berkarya dan peluncuran buku ALLO diposisikan sebagai langkah perusahaan untuk melakukan reposisi citra merek menuju identitas yang lebih dewasa, jujur, dan tenang, yaitu new mature image. Proyek akhir ini bertujuan merancang, mengimplementasikan, serta mengevaluasi penerapan strategi storytelling dengan mengintegrasikan QUEST Framework sebagai basis penyusunan pesan. Alur komunikasi melalui dua jalur aktivasi utama, yaitu digital campaign pada platform Instagram @atelier_riri dan brand activation berupa acara soft launch buku ALLO secara luring di TEKA Showroom pada 6 Mei 2026.
Pengumpulan data evaluatif dilakukan melalui kombinasi metode kuantitatif dan kualitatif untuk memastikan validitas data secara ilmiah. Pengumpulan umpan balik melibatkan pihak manajemen internal Atelier Riri, 32 responden tamu undangan brand activation, serta audiens digital campaign di media sosial. Evaluasi dampak dianalisis menggunakan data kualitatif dan data kuantitatif dengan membandingkan hasil survei skala Likert, analisis metrik keterikatan melalui engagement digital hingga tanggal 22 Mei 2026, serta konfirmasi hasil wawancara bersama informan kunci.
Hasil proyek membuktikan bahwa penerapan strategi storytelling berbasis QUEST Framework berhasil menjembatani kesenjangan komunikasi serta mendukung pembentukan new mature image Atelier Riri secara optimal. Temuan survei menunjukkan seluruh indikator penilaian publik berada pada rentang skor yang sangat memuaskan karena audiens menilai pesan yang disampaikan terasa dekat, membumi, dan mudah dipahami. Validasi kuantitatif pada owned media mencatatkan bahwa kenaikan interaksi dengan keberhasilan 6 konten digital campaign menembus performa di atas 10.000 penonton, didukung oleh 80 unggahan shared media berupa Instagram Story dan Reels dari pengunjung. Konfirmasi pihak internal juga menyatakan kepuasan tinggi karena aktivitas publikasi ini berhasil memperluas jangkauan dan menarik jaringan media editorial yang belum pernah dijangkau sebelumnya. | |
| dc.description.abstract | PT Desain Atelier Riri faced communication gap constraints due to its project publications being heavily dominated by rigid, informative technical data. The momentum of celebrating fifteen years of work, combined with the launch of the book ALLO, was positioned as a strategic step for the company to reposition its brand image toward a more mature, honest, and serene identity, namely the new mature image. This final project aims to design, implement, and evaluate the application of a storytelling strategy by integrating the QUEST Framework as the foundation for message formulation. The communication flow was executed through two main activation channels, like a digital campaign on the Instagram platform @atelier_riri and a brand activation event in the form of an offline ALLO book soft launch at the TEKA Showroom on May 6, 2026.
Evaluative data collection was conducted through a combination of quantitative and qualitative methods to ensure scientific data validity. Feedback collection involved Atelier Riri's internal management, 32 invited guests from the brand activation, and the digital campaign audience on social media. The impact evaluation was analyzed using qualitative and quantitative data by comparing Likert scale survey results, engagement metric analysis through digital engagement up to May 22, 2026, and interview confirmations with key informants.
The project results demonstrate that implementing a storytelling strategy based on the QUEST Framework successfully bridged the communication gap and optimally supported the formation of Atelier Riri’s new mature image. Survey findings indicated that all public assessment indicators fell within a highly satisfactory score range, as the audience perceived the delivered messages as relatable, grounded, and easy to understand. Quantitative validation on owned media recorded an increase in interaction, with 6 digital campaign contents successfully surpassing a performance of over 10,000 views, further supported by 80 shared media posts in the form of Instagram Stories and Reels from visitors. Internal confirmation also expressed high satisfaction, as these publication activities successfully expanded outreach and attracted editorial media networks that had never been reached before. | |
