PONDAAG, NICOLE TRIXIE REIVIRA (2025) STRATEGI MARKETING PUBLIC RELATIONS PT JAVA FESTIVAL PRODUCTION DALAM MENARIK MINAT PENONTON JAVA JAZZ FESTIVAL 2025. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The background of this research is based on the intense competition in the music festival industry and changes in audience behavior in the digital era. In this context, PT Java Festival Production appears to be striving to implement a communication strategy that focuses not only on promotional aspects but also on building emotional connections with the audience. This approach appears to be aimed at strengthening the Java Jazz Festival brand image while expanding the reach of a diverse audience. This research aims to analyze the Marketing Public Relations (MPR) strategy implemented by PT Java Festival Production to attract audiences for the 2025 Java Jazz Festival. The theoretical framework in this study consists of six previous studies demonstrating the successful implementation of MPR in various industry sectors. This research draws on Thomas L. Harris's MPR theory, specifically the Three Ways Strategy approach, which encompasses Push, Pull, and Pass strategies. The uniqueness of this study lies in the application of the MPR strategy in the context of an experiential music festival, a topic rarely studied in depth in the academic field. This study employed a constructivist paradigm with a descriptive qualitative research approach. Data were collected through in-depth interviews with internal staff at PT Java Festival Production and audience members at the 2025 Java Jazz Festival, supplemented by observation and documentation. Data analysis was conducted through data reduction, data presentation, and conclusion drawing, following the interactive analysis model of Miles and Huberman. Data reduction was used to filter relevant information from interviews and observations, then systematically presented for interpretation and analysis according to the research focus. The results indicate that the MPR strategy implemented was integrated and oriented toward the audience experience. The Push strategy utilized digital and conventional media, the Pull strategy utilized pre-events such as Java Jazz On The Move, and the Pass strategy encouraged active audience participation through social media. These three strategies were effective in attracting audience interest, building awareness of the event, creating emotional engagement, and strengthening the Java Jazz Festival's position as a prominent music event in Indonesia. Keywords: Marketing Public Relations, Java Jazz Festival 2025, Three Ways Strategy, Experiential Marketing, Marketing Communication Latar belakang penelitian didasari oleh persaingan ketat di industri festival musik, serta perubahan perilaku audiens di era digital. Dalam konteks ini, PT Java Festival Production tampak berupaya menerapkan strategi komunikasi yang tidak hanya berfokus pada aspek promosi, tetapi juga pada pembentukan hubungan emosional dengan publik. Pendekatan ini terlihat diarahkan untuk memperkuat citra merek Java Jazz Festival sekaligus memperluas jangkauan audiens yang hadir dari latar belakang yang beragam. Penelitian ini bertujuan menganalisis strategi Marketing Public Relations (MPR) yang diterapkan oleh PT Java Festival Production dalam menarik minat penonton Java Jazz Festival 2025. Kajian teoritis dalam penelitian ini terdiri dari 6 penelitian terdahulu yang menunjukkan keberhasilan penerapan MPR dalam berbagai sektor industri. Penelitian ini mengacu pada teori MPR dari Thomas L. Harris, khususnya pendekatan Three Ways Strategy yang mencakup strategi Push, Pull, dan Pass. Keunikan studi ini terletak pada penerapan strategi MPR dalam konteks festival musik berbasis pengalaman (experiential), yang masih jarang diteliti secara mendalam di ranah akademik. Dalam penelitian ini, paradigma yang digunakan adalah paradigma konstruktivisme dengan pendekatan penelitian kualitatif deskriptif dengan pengumpulan data melalui wawancara mendalam terhadap pihak internal PT Java Festival Production dan audiens Java Jazz Festival 2025, serta dilengkapi dengan observasi dan dokumentasi. Teknik analisis data dilakukan melalui proses reduksi data, penyajian data, dan penarikan kesimpulan, mengikuti model analisis interaktif dari Miles dan Huberman. Reduksi data digunakan untuk menyaring informasi relevan dari hasil wawancara dan observasi, kemudian disajikan secara sistematis untuk ditafsirkan dan dianalisis sesuai fokus penelitian. Hasil penelitian menunjukkan bahwa strategi MPR yang diterapkan bersifat terintegrasi dan berorientasi pada pengalaman audiens. Strategi Push dilakukan melalui pemanfaatan media digital dan konvensional, Pull melalui penyelenggaraan pre-event seperti Java Jazz On The Move, dan Pass dengan mendorong partisipasi aktif audiens melalui media sosial. Ketiga strategi ini terlihat mampu menarik minat penonton, membangun kesadaran akan keberadaan acara, menciptakan keterlibatan emosional, serta memperkuat posisi Java Jazz Festival sebagai salah satu ajang musik yang menonjol di Indonesia. Kata Kunci: Marketing Public Relations, Java Jazz Festival 2025, Three Ways Strategy, Experiential Marketing, Komunikasi Pemasaran
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