Implementasi Teknik Continuity Editing dalam Pembuatan Video Promosi Toko Kenanga

Abstract

Video promosi memiliki peran strategis dalam mendukung pemasaran visual, terutama pada usaha mikro seperti Toko Kenanga yang bergerak di bidang penjualan seragam sekolah yang telah berdiri sejak tahun 1995. Latar belakang dalam tugas akhir ini adalah bagaimana alur pembuatan video promosi toko kenanga dan bagaimana menerapkan teknik continuity editing dalam promosi Toko Kenanga.Tujuannya untuk menjelaskan alur pembuatan video promosi Toko Kenanga dan Menjelaskan Penerapan teknik continuity editing dalam proses pembuatan video Promosi Toko Kenanga. Metode yang digunakan mengacu pada Multimedia Development Life Cycle (MDLC) yang mencakup enam tahap, mulai dari concept, design, material collecting, assembly, testing, hingga distribution. Proyek ini berhasil menghasilkan tiga jenis video promosi, yaitu company profile, video branding, dan testimoni. Proses editing video menjadi inti utama dalam penyusunan narasi visual yang komunikatif, informatif, dan menarik. Tahapan editing dilakukan dengan menerapkan prinsip continuity editing seperti aturan 180°, shot/reverse shot, eyeline match, establishing shot, match on action, poin of view, cut in dan cut away. Teknik tersebut menjaga kesinambungan antar adegan sehingga cerita tersusun secara runtut dan mudah pahami penonton. Penyusunan alur dilakukan melalui tahapan rough cut, sinkronisasi audio-visual, penyesuaian warna melalui color correction dan color grading, hingga penambahan teks informatif serta elemen grafis. Setiap proses produksi diusahan agar mampu menghadirkan video yang menarik, profesional, dan sesuai tujuan promosi. Upaya ini terlihat mulai dari tahap perencanaan konsep yang matang, pemilihan visual yang representatif, hingga penyusunan alur cerita yang runtut dan mudah dipahami audiens. Penyuntingan dilakukan secara cermat dengan penerapan continuity editing agar kesinambungan visual tetap terjaga, sementara elemen audio seperti narasi, musik, dan efek suara disesuaikan untuk memperkuat suasana. Penyesuaian warna, teks informatif, serta grafis pendukung juga ditambahkan agar tampilan video terlihat modern dan sesuai dengan identitas brand. Proses pelaksanaan proyek akhir dimulai pada bulan Maret hingga Mei 2025 di tempat usaha Toko Kenanga yang berlokasi di Jl. A. Yani No.56, Gunungparang, Kec. Cikole, Kota Sukabumi, Jawa Barat 4313. Hasil akhir proyek berupa tiga video promosi yaitu video company profile berdurasi 3 menit 55 detik, video branding berdurasi 2 menit, video testimoni berdurasi 1 menit 36 detik yang digunakan untuk platform digital seperti Instagram dan Youtube. Melalui Video promosi ini diharapkan usaha mikro seperti Toko Kenanga agar dapat memperluas jangkauan konsumen, meningkatkan daya saing, serta menegaskan posisinya sebagai penyedia seragam sekolah yang profesional dan terpercaya di kota sukabumi dan sekitarnya.

Promotional videos play a strategic role in supporting visual marketing, especially for micro-enterprises like Kenanga Store, which has been selling school uniforms since 1995. The background of this final project is the production process for Kenanga Store's promotional video and how to apply continuity editing techniques to Kenanga Store's promotions. The objective is to explain the production process for Kenanga Store's promotional video and the application of continuity editing techniques in the production process. The method used refers to the Multimedia Development Life Cycle (MDLC), which encompasses six stages: concept, design, material collection, assembly, testing, and distribution. This project successfully produced three types of promotional videos: a company profile, a branding video, and a testimonial. The video editing process is the core of creating a communicative, informative, and engaging visual narrative. The editing stages are carried out using continuity editing principles such as the 180° rule, shot/reverse shot, eyeline match, establishing shot, match on action, point of view, cut-in, and cut-away. These techniques maintain continuity between scenes, ensuring a coherent and easily understood story for the audience. The flow was developed through the rough cut, audio-visual synchronization, color adjustments through color correction and color grading, and the addition of informative text and graphic elements. Every step of the production process was aimed at delivering a video that was engaging, professional, and aligned with the promotional objectives. This effort was evident from the thorough concept planning stage, the selection of representative visuals, and the creation of a coherent and easily understood storyline. Editing was carried out meticulously, employing continuity editing to maintain visual continuity, while audio elements such as narration, music, and sound effects were adjusted to enhance the atmosphere. Color adjustments, informative text, and supporting graphics were also added to ensure the video's appearance looked modern and aligned with the brand identity. The final project implementation process began in March and ended in May 2025 at the Kenanga Store business premises at Jl. A. Yani No. 56, Gunungparang, Kec. Cikole, Sukabumi City, West Java 4313. The final result of the project is three promotional videos, namely a 3-minute 55-second company profile video, a 2-minute branding video, and a 1-minute 36-second testimonial video used for digital platforms such as Instagram and YouTube. Through this promotional video, it is hoped that micro-businesses such as Toko Kenanga can expand their consumer reach, increase their competitiveness, and affirm their position as a professional and trusted school uniform provider in Sukabumi City and its surroundings.