IFANDI, PRICILLIA (2025) IMPLEMENTASI PRAKTIK NEGOSIASI PT MAVEN KREATIF GEMINTANG DALAM MEMBANGUN KEMITRAAN DENGAN KEY OPINION LEADER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study analyzes the implementation of negotiation practices by PT Maven Kreatif Gemintang in establishing partnerships with Key Opinion Leaders (KOL) in the digital era. The study highlights communication strategies, negotiation techniques, and the application of win-win principles by the KOL Specialist, as well as how these practices support creative collaboration and the achievement of campaign targets. Theoretically, this research is grounded in the concepts of digital communication, new media, collaboration, and negotiation in the digital era. According to Nasrullah (2017), digital communication enables rapid, interactive, and massive two-way interactions, thereby supporting the effectiveness of business collaboration. The presence of new media also encourages the emergence of more flexible, participatory, and data-driven communication patterns (Ginting et al., 2021). In the context of business partnerships, negotiation is understood as an interactive process to achieve mutually beneficial agreements (Thompson, 2015), with a win-win strategy that emphasizes shared interests and the building of longterm relationships (Lewicki, Barry, & Saunders, 2015). These theories provide a framework for understanding how MV Digital’s negotiation practices are implemented in establishing collaborations with Key Opinion Leaders (KOLs). The research employed a qualitative method with a case study approach. The subjects consisted of three external informants (KOLs and KOL managers) and three internal key informants from PT Maven Kreatif Gemintang. Data were collected through in-depth interviews, observations, and documentation, including WhatsApp chats, invoices, and uploaded content. Data analysis followed the Miles & Huberman model through data reduction, data display, and conclusion drawing, validated using triangulation of sources and techniques. The findings indicate that the KOL Specialist implements flexible, collaborative, and win-win-oriented digital negotiations. Strategies include adjusting budgets and Scope of Work (SOW), collaborating on content concept development, aligning campaign targets and KPIs, maintaining open communication, and monitoring collaboration outcomes. Techniques applied include agenda planning, the Art of Concession, and content adjustment, enabling fair and effective agreements. Keywords: Digital negotiation, Key Opinion Leader (KOL), win-win solution, digital communication, case study. Penelitian ini menganalisis implementasi praktik negosiasi PT Maven Kreatif Gemintang dalam membangun kemitraan dengan Key Opinion Leader (KOL) di era digital. Studi ini menyoroti strategi komunikasi, teknik negosiasi, dan penerapan prinsip win-win oleh KOL Specialist, serta bagaimana praktik tersebut mendukung kolaborasi kreatif dan pencapaian target kampanye. Secara teoretis, penelitian ini berlandaskan pada konsep komunikasi digital, new media, kerja sama, dan negosiasi di era digital. Menurut Nasrullah (2017), komunikasi digital memungkinkan interaksi dua arah yang cepat, interaktif, dan masif sehingga mendukung efektivitas kolaborasi bisnis. Kehadiran new media juga mendorong terciptanya pola komunikasi yang lebih fleksibel, partisipatif, dan berbasis data (Ginting et al., 2021). Dalam konteks kemitraan bisnis, negosiasi dipahami sebagai proses interaktif untuk mencapai kesepakatan yang saling menguntungkan (Thompson, 2015), dengan strategi win-win yang menekankan kepentingan bersama serta membangun hubungan jangka panjang (Lewicki, Barry, & Saunders, 2015). Teori-teori tersebut memberikan kerangka untuk memahami bagaimana praktik negosiasi MV Digital dijalankan dalam membangun kerja sama dengan KOL. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan studi kasus. Subjek penelitian terdiri dari tiga informan eksternal (KOL dan manajer KOL) dan tiga key informan internal PT Maven Kreatif Gemintang. Data dikumpulkan melalui wawancara mendalam, observasi, serta dokumentasi berupa chat WhatsApp, bukti invoice, dan konten yang diunggah. Analisis data menggunakan model Miles & Huberman melalui reduksi, penyajian, dan penarikan kesimpulan, dengan validasi melalui triangulasi sumber dan teknik. Hasil penelitian menunjukkan bahwa KOL Specialist menerapkan negosiasi digital yang fleksibel, kolaboratif, dan berorientasi pada win-win solution. Strategi mencakup penyesuaian anggaran dan Scope of Work (SOW), kolaborasi dalam penentuan konsep konten, penyelarasan target kampanye dan KPI, komunikasi terbuka, serta monitoring hasil kerja sama. Teknik yang digunakan meliputi perencanaan agenda, The Art of Concession, dan penyesuaian konten, yang memungkinkan tercapainya kesepakatan yang adil dan efektif. Kata kunci: Negosiasi digital, Key Opinion Leader (KOL), win-win solution, komunikasi digital, studi kasus.
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