PRIHADI, MUHAMAD GINANJAR (2024) ANALISIS STRATEGI KOMUNIKASI PEMASARAN TERPADU SUKABUMI EUNDEUR FEST DALAM MEMBANGUN BRAND IMAGE. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT "Sukabumi Eundeur Fest" is an extreme music festival that was born in 2000 and is held every year. The last time the “Sukabumi Eundeur Fest” was held was in 2018. In 2019, the “Sukabumi Eundeur Fest” was not held due to the existence of PEMILU so at that time there were problems with activity permits. The pandemic that occurred in 2020 also caused the cessation of this extreme music festival. In 2023 Sukabumi Eundeur Fest will be held again with the theme "Beyond The World". Maintaining consistency for 23 years of “Sukabumi Eundeur” is certainly not an easy thing. “Sukabumi Eundeur” continues to maintain its existence as one of the extreme music festivals that is recorded as active on the national map. Researchers use a qualitative descriptive approach which can provide an overview of the integrated marketing communication strategy carried out by Sukabumi Eundeur Fest 2023 in rebuilding the brand image. Integrated marketing communications consists of advertising, personal selling, sales promotion, public relations, direct marketing, and internet marketing. Data collection techniques through in-depth interviews, observation and documentation. The data validity technique used in this research is source triangulation. The result of this research is that advertising builds brand image by making videos that contain historical elements and character gimmicks. Sukabumi Eundeur's personal selling does not have the aim of building a brand image. Sales promotions build a brand image by including historical elements and using the phrase "Freedom in the Moshpit". Public relations can build an image because it is done well. Direct marketing, collaborating with Indomart for ticket sales to help build brand image. Internet marketing which has a wide reach also helps build a brand image ABSTRAK “Sukabumi Eundeur Fest” merupakan festival musik ekstrim yang lahir pada tahun 2000 dan diadakan setiap tahunnya. “Sukabumi Eundeur Fest” terakhir kali diselenggarakan pada tahun 2018. Pada tahun 2019, “Sukabumi Eundeur Fest” tidak terselenggara karena adanya PEMILU sehingga yang saat itu terkendala izin kegiatan. Pandemi yang terjadi pada tahun 2020 turut menjadi penyebab terhentinya festival musik ekstrim ini. Pada tahun 2023 Sukabumi Eundeur Fest kembali diselenggarakan dengan mengusung tema “Beyond The World”. Menjaga konsistensi selama 23 tahun “Sukabumi Eundeur” tentu bukan hal yang mudah. “Sukabumi Eundeur” tetap mempertahankan eksistensinya sebagai salah satu festival musik ekstrem yang tercatat aktif di peta nasional. Peneliti menggunakan pendekatan deskriptif kualitatif yang dapat memberikan gambaran mengenai strategi komunikasi pemasaran terpadu yang dilakukan Sukabumi Eundeur Fest 2023 dalam membangun Kembali brand image. Komunikasi pemasaran terpadu terdiri dari periklanan, penjualan personal, promosi penjualan, hubungan masyarakat, pemasaran langsung, dan pemasaran internet. Teknik pengumpulan data melalui wawancara mendalam, observasi dan dokumentasi. Teknik keabsahan data yang dipakai dalam penelitian ini adalah triangulasi sumber. Hasil dari penelitian ini adalah periklananan membangun brand image dengan cara membuat video yang mengandung unsur historical dan gimmick karakter. Personal selling Sukabumi Eundeur tidak ada tujuan membangun brand image. Promosi penjualan membangun brand image dengan memasukan unsur historical dan penggunaan kalimat “Merdeka Di Moshpit”. Hubungan masyarakat dapat membangun image karena menjalinnya dengan baik. Direct marketing, bekerjasama dengan Indomart untuk penjualan tiket sehingga membantu membangun brand image. Pemasaran internet yang mempunyai jangkauan yang luas turut membantu membangun brand image.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CD/552. 24 036 |
| NIM/NIDN Creators: | 55222110017 |
| Uncontrolled Keywords: | Integrated Marketing Communications, Brand Image, Sukabumi Eundeur Fest 2023 |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 04 Oct 2024 04:10 |
| Last Modified: | 04 Oct 2024 04:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92165 |
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