Adilah, Firyal (2025) ANALISIS PEMASARAN SOSIAL PADA MOTION IME FEST 2024 SEBAGAI STRATEGI MEMBANGUN KESADARAN DAN PARTISIPASI SOSIAL BERDONASI MELALUI FESTIVAL BUDAYA POP. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini menganalisis strategi komunikasi pemasaran sosial yang diterapkan oleh Motion Ime Fest, sebuah festival budaya pop, dalam membangun kesadaran dan partisipasi sosial masyarakat untuk berdonasi melalui pendekatan unik yang memadukan hiburan dengan misi sosial. Dengan kerangka teori komunikasi pemasaran dan konsep pemasaran sosial, penelitian ini mengeksplorasi elemen-elemen budaya pop yang digunakan sebagai daya tarik utama untuk menyampaikan pesan sosial. Penelitian ini menggunakan pendekatan kualitatif dengan pengumpulan data melalui wawancara mendalam dengan penyelenggara, mitra, dan peserta, serta studi dokumentasi dan literatur. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran sosial Motion Ime Fest memanfaatkan elemen budaya pop seperti konser musik, komunitas online, dan lelang amal untuk menarik perhatian masyarakat. Promosi dilakukan melalui platform digital seperti Instagram, Discord, dan YouTube secara organik untuk mengajak audiens berpartisipasi. Pengemasan tiket sebagai bentuk donasi adalah bentuk daya tarik acara festival dan merupakan salah satu strategi kunci untuk menjual tiket dan mengajak audiens terlibat dalam misi sosial yang diusung Motion Ime Fest. This research analyzes the social marketing communication strategy implemented by Motion Ime Fest, a pop culture festival, in building awareness and social participation for donations through a unique approach that combines entertainment with a social mission. Using the 4P marketing mix theory (Product, Price, Place, Promotion) and the concept of social marketing, the research explores the pop culture elements used as the main attractions to convey social messages. This study uses a qualitative approach with data collection through in-depth interviews with organizers, partners, and participants, as well as documentary and literature studies. The research findings show that Motion Ime Fest’s social marketing communication strategy leverages pop culture elements such as music concerts, online communities, and charity auctions to attract public attention. Promotion is carried out through digital platforms like Instagram, Discord, and YouTube organically to invite the audience to participate. The packaging of tickets as a form of donation is an attractive feature of the festival event and serves as a key strategy for selling tickets and engaging the audience in the social mission promoted by Motion Ime Fest.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44319110028 |
| Uncontrolled Keywords: | pemasaran sosial, partisipasi sosial, festival budaya pop, strategi social marketing, social participation, pop culture, marketing strategy, donation |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | YOSUA EBENEZER PARDEDE |
| Date Deposited: | 31 Jul 2025 05:36 |
| Last Modified: | 31 Jul 2025 05:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/96418 |
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