Strategi Pengembangan Video Learning Digital PT Kurnia Ciptamoda Gemilang

Abstract

Penelitian ini bertujuan menganalisis strategi pengembangan, manfaat, dan tantangan penerapan video learning digital di PT Kurnia Ciptamoda Gemilang (PT KCG), perusahaan ritel fashion premium yang menaungi merek internasional seperti Charles & Keith, Pedro, Pomelo, dan Emporio Armani 7. Latar belakang penelitian muncul dari kebutuhan pelatihan yang efisien, konsisten, dan menjangkau seluruh gerai, sehingga perusahaan beralih dari metode tatap muka ke pembelajaran berbasis video digital. Metode penelitian menggunakan pendekatan kualitatif dengan eksperimen sederhana (pre-test dan post-test) kepada Store Associate (SA). Data dikumpulkan melalui wawancara, observasi, studi dokumentasi, dan keterlibatan peneliti sebagai videografer serta editor. Informan terdiri dari SA, tim Human Resources (HR), dan tim Learning & Digital. Strategi pengembangan video learning mengikuti model ADDIE, meliputi: (1) Analysis – pemetaan lima kompetensi utama SA (layanan pelanggan, pengetahuan produk, penggunaan POS, manajemen stok, etika dan grooming); (2) Design – perancangan storyboard dan naskah berbasis prinsip microlearning; (3) Development – produksi video berdurasi 3–6 menit dengan teknik sinematografi edukatif; (4) Implementation – distribusi melalui Learning Management System (LMS) dan alternatif offline; (5) Evaluation – pengukuran hasil belajar, analitik LMS, dan umpan balik kualitatif. Hasil penelitian menunjukkan video learning meningkatkan pemahaman materi, fleksibilitas belajar, kepercayaan diri SA, standarisasi materi di seluruh gerai, serta efisiensi biaya pelatihan. Data pre/post-test memperlihatkan peningkatan signifikan pemahaman peserta. Tantangan yang dihadapi meliputi ketimpangan literasi digital, keterbatasan internet di beberapa gerai, dan koordinasi lintas departemen. Solusi yang diterapkan meliputi pelatihan teknis dasar, distribusi alternatif, penjadwalan konten berkala, dan penggunaan manajemen proyek digital. Kesimpulannya, strategi pengembangan video learning digital di PT KCG efektif meningkatkan kompetensi SA dan mendukung transformasi digital perusahaan jika direncanakan matang dan disertai evaluasi berkelanjutan.

This study aims to analyze the development strategies, benefits, and challenges of implementing digital video learning at PT Kurnia Ciptamoda Gemilang (PT KCG), a premium fashion retail company that houses international brands such as Charles & Keith, Pedro, Pomelo, and Emporio Armani 7. The background of this research stems from the need for efficient, consistent training that reaches all outlets, prompting the company to shift from face-to-face methods to digital video-based learning. The research method used a qualitative approach with a simple experiment (pre-test and post-test) on Store Associates (SAs). Data was collected through interviews, observations, documentation studies, and the researcher's involvement as a videographer and editor. Informants consisted of SAs, the Human Resources (HR) team, and the Learning & Digital team. The video learning development strategy followed the ADDIE model, which included: (1) Analysis – mapping the five main competencies of SAs (customer service, product knowledge, POS usage, stock management, ethics and grooming); (2) Design – designing storyboards and scripts based on microlearning principles; (3) Development – producing 3–6 minute videos using educational cinematography techniques; (4) Implementation – distribution through the Learning Management System (LMS) and offline alternatives; (5) Evaluation – measurement of learning outcomes, LMS analytics, and qualitative feedback. The results showed that video learning improved material comprehension, learning flexibility, SA confidence, material standardization across outlets, and training cost efficiency. Pre/post-test data showed a significant increase in participants' comprehension. Challenges faced included digital literacy disparities, internet limitations in some outlets, and cross-departmental coordination. Solutions implemented include basic technical training, alternative distribution, periodic content scheduling, and the use of digital project management. In conclusion, the digital video learning development strategy at PT KCG is effective in improving SA competencies and supporting the company's digital transformation if it is well planned and accompanied by continuous evaluation.