Pembuatan Video Company Profile RAM Showroom sebagai Perusahaan Mobil Bekas di Kota Batam dalam Membangun Brand Awareness dengan Metode MDLC

Abstract

RAM Showroom is a pre-owned vehicle dealership in Batam that has yet to create a company profile video as a marketing tool to showcase its brand identity, offerings, and services. This research seeks to create a company profile video utilizing the Multimedia Development Life Cycle (MDLC) approach and assess its impact on improving brand recognition. The MDLC approach includes six phases: concept, design, material gathering, assembly, testing, and distribution. The created video was evaluated via a questionnaire given to 40 participants, and the gathered information was analyzed with SPSS using validity, reliability, descriptive statistics, normality, and Spearman correlation tests. The results show that every questionnaire item was valid, with Corrected Item-Total Correlation values between 0.621 and 0.927, and extremely reliable, as demonstrated by a Cronbach's Alpha value of 0.953. The video received an average score of 4.46, which is considered very good. Additionally, the Spearman correlation evaluation produced a coefficient of 0.665 (p < 0.001), signifying a robust and statistically meaningful positive association between the quality of the company profile video and brand awareness. These findings validate that the created video successfully conveys the company's identity and helps enhance public awareness of the RAM Showroom brand.