HERDYKA, MOHAMAD (2015) STRATEGI MANAJEMEN GRUP BAND NOAH (Analisis Komunikasi Rebranding Peterpan Menjadi NOAH Pasca Krisis Citra Nazril Irham a.k.a Ariel). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
This thesis discusses the strategy of building a positive image of the NOAH band former which is a key element in the music industry in addition to his work, especially after the band went through the biggest crisis in their career, the image of the crisis that hit Nazril Irham or Ariel with the spread of obscene videos thought to look like him. Furthermore, how the image of the band can be used by management as a strategy to build a new, positive image. This research attempts to explore what elements are becoming the main attraction for management to retain Ariel in the formation of the band, and how management strategies in the face of crises, and how management strategies in the process of rebranding the name of the Peterpan into NOAH. Data was collected by means of in-depth interviews with several sources and from a variety of other supporting documents. The results of the study explained that the crisis management strategy in the face of the image by using the five ways, namely; using the power of social media, teaser, still working, accumulating a negative image with new, positive image, and do brainwash indirectly. While management strategies in the process of rebranding through several stages, including; triggering, analyzing and decision making, planning, preparing, launching, evaluating, and continuing. Keywords: Image, Rebranding. Tesis ini membahas tentang strategi membangun citra positif grup band NOAH eks Peterpan yang merupakan kunci utama dalam industri musik selain karya- karyanya, terutama setelah band ini mengalami krisis terbesar dalam karir mereka, yaitu krisis citra yang menimpa Nazril Irham a.k.a Ariel dengan tersebarnya video asusila yang diduga mirip dengannya. Selanjutnya bagaimana citra band ini dapat digunakan oleh manajemen sebagai salah satu strategi dalam membangun citra baru yang positif. Penelitian ini mencoba menggali elemen apa yang menjadi daya tarik utama bagi manajemen untuk tetap mempertahankan Ariel dalam formasi band, dan bagaimana strategi manajemen dalam menghadapi krisis yang terjadi, dan bagaimana strategi manajemen dalam proses rebranding nama band Peterpan menjadi NOAH. Teknik pengumpulan data dilakukan dengan cara wawancara mendalam dengan beberapa narasumber dan dari berbagai dokumen pendukung lainnya. Hasil penelitian menjelaskan bahwa strategi manajemen dalam menghadapi krisis citra tersebut dengan menggunakan lima cara, yaitu; menggunakan kekuatan media sosial, teaser, tetap terus berkarya, menimbun citra negatif dengan citra baru yang positif, dan melakukan brainwash secara tidak langsung. Sedangkan strategi manajemen dalam proses rebranding melalui beberapa tahapan, diantaranya; triggering, analyzing & decision making, planning, preparing, launching, evaluating, dan continuing. Kata Kunci: Citra, Rebranding.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-15-048 |
| NIM/NIDN Creators: | 55211120067 |
| Uncontrolled Keywords: | Citra, Rebranding, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 15 Jun 2022 07:39 |
| Last Modified: | 23 Jun 2022 06:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63418 |
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