TIZA, ANGELICA FALLENT (2026) ANALISIS KEGIATAN MARKETING PUBLIC RELATIONS CGV FX SUDIRMAN DALAM MENCIPTAKAN BRAND AWARENESS MELALUI EVENT PADA PENAYANGAN KONSER K-POP SEVENTEEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The entertainment industry, particularly cinemas, faces increasingly intense competition and therefore requires communication activities that can continuously build brand awareness. CGV FX Sudirman utilizes the trend of popular K-Pop culture by organizing the SEVENTEEN concert screening event as an effort to increase brand awareness, especially among K-Pop fans. This study aims to analyze the implementation of Marketing Public Relations (MPR) activities by CGV FX Sudirman in building brand awareness through this event. This study uses Whalen’s 7 Steps Strategic Planning Process as the analytical framework to examine the planning, implementation, and evaluation of MPR activities, as well as brand awareness theory which includes brand recognition and brand recall. These theories are applied to understand how the KPop concert event is utilized as a communication medium to create audience experiences and strengthen positive brand perception. This research adopts a constructivist paradigm with a qualitative approach and a case study method. Data were collected through in-depth interviews with five informants: a key informant from CGV FX Sudirman, supporting informants from the marketing team, and two fans and followers of CGV FX Sudirman’s social media accounts as a form of source triangulation. Data analysis was conducted through data reduction, data display, and conclusion drawing, supported by source triangulation. The results show that the Marketing Public Relations activities of CGV FX Sudirman focus on three main aspects: digital exposure, collaboration, and community. These activities are carried out through the use of digital media, sales calls to fandom communities, and the strengthening of word-of-mouth communication among fans. Overall, these activities contribute to increasing audience brand awareness, as reflected in higher levels of audience recognition and recall of CGV FX Sudirman as a cinema that presents K-Pop concerts and special events. Keywords: Marketing Public Relations, Brand Awareness, K-Pop Event, Whalen’s Theory, Fandom Community ndustri hiburan, khususnya bioskop, menghadapi persaingan yang semakin ketat sehingga membutuhkan kegiatan komunikasi yang mampu membangun brand awareness secara berkelanjutan. CGV FX Sudirman memanfaatkan tren budaya populer K-Pop dengan menyelenggarakan event penayangan konser SEVENTEEN sebagai upaya meningkatkan kesadaran merek, khususnya di kalangan penggemar K-Pop. Penelitian ini bertujuan untuk menganalisis penerapan kegiatan Marketing Public Relations (MPR) CGV FX Sudirman dalam meningkatkan brand awareness melalui event tersebut. Penelitian ini menggunakan Whalen’s 7 Steps Strategic Planning Process sebagai kerangka analisis untuk melihat perencanaan, pelaksanaan, dan evaluasi kegiatan MPR, serta teori brand awareness yang mencakup brand recognition dan brand recall. Teori-teori ini digunakan untuk memahami bagaimana event konser K-Pop dimanfaatkan sebagai media komunikasi yang membangun pengalaman audiens dan memperkuat persepsi positif terhadap brand. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode studi kasus. Data dikumpulkan melalui wawancara mendalam dengan lima informan yaitu informan kunci dari pihak CGV FX Sudirman, informan pendukung dari tim marketing, serta dua fans dan pengikut media sosial CGV FX Sudirman sebagai bentuk triangulasi sumber. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, serta menggunakan triangulasi sumber. Hasil penelitian menunjukkan bahwa kegiatan Marketing Public Relations CGV FX Sudirman difokuskan pada tiga aspek utama, yaitu digital exposure, kolaborasi, dan komunitas. Kegiatan tersebut dijalankan melalui pemanfaatan media digital, sales call kepada komunitas fandom, serta penguatan word of mouth antar penggemar. Seluruh kegiatan ini terbukti efektif dalam meningkatkan brand awareness audiens, yang terlihat dari meningkatnya pengenalan dan pengingatan audiens terhadap CGV FX Sudirman sebagai bioskop yang menghadirkan konser K-Pop dan event spesial. Kata Kunci: Marketing Public Relations, Brand Awareness, Event K-Pop, Teori Whalen’s, Komunitas Fandom.
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