STRATEGI MARKETING PUBLIC RELATIONS DALAM MENGATASI KRISIS PENJUALAN MERCHANDISE K-POP AKIBAT TERJADINYA BOIKOT PADA BOYGRUP NCT ( Studi Kasus Kwangya@Jakarta PT. SMBM Indonesia Corpora )

SAPUTRA, SANDY (2026) STRATEGI MARKETING PUBLIC RELATIONS DALAM MENGATASI KRISIS PENJUALAN MERCHANDISE K-POP AKIBAT TERJADINYA BOIKOT PADA BOYGRUP NCT ( Studi Kasus Kwangya@Jakarta PT. SMBM Indonesia Corpora ). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The boycott of the K-Pop group NCT has had a significant impact on declining merchandise sales and impacting the image of companies involved in the distribution process. This study uses a descriptive qualitative approach with data collection methods through in-depth interviews with key informants consisting of Human Resource Development (HRD), E-Commerce Specialists, and the Marketing and Promotion division. Informants were selected purposively to obtain data relevant to the research focus. The data obtained was analyzed using data reduction, data presentation, and conclusion drawing techniques to produce a comprehensive picture of the implemented strategy. The results show that the Marketing Public Relations strategy in dealing with the sales crisis caused by the boycott was implemented in an integrated and cross-divisional manner. The success of this strategy was supported by the availability of reliable expertise, the involvement of trustworthy human resources, and ongoing monitoring and coordination. Furthermore, attention to detail in communication implementation, e-commerce management, and promotional activities, as well as the application of professionalism at every stage of the strategy, were crucial factors in maintaining the company's image and restoring consumer trust. This study concludes that interdivisional synergy within the Marketing Public Relations strategy played a crucial role in supporting the recovery of merchandise sales and maintaining the company's reputation amidst the crisis. Keywords: Marketing Public Relations, Crisis Communication, Boycott, K-Pop Merchandise, NCT Boikot yang terjadi terhadap grup K-Pop NCT memberikan dampak signifikan terhadap penurunan penjualan merchandise serta memengaruhi citra perusahaan yang terlibat dalam proses distribusinya. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode pengumpulan data melalui wawancara mendalam terhadap informan kunci yang terdiri dari pihak Human Resource Development (HRD), ECommerce Specialist, serta divisi Marketing dan Promotion. Pemilihan informan dilakukan secara purposive untuk memperoleh data yang relevan dengan fokus penelitian. Data yang diperoleh dianalisis menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan guna menghasilkan gambaran yang komprehensif mengenai strategi yang diterapkan. Hasil penelitian menunjukkan bahwa strategi Marketing Public Relations dalam menghadapi krisis penjualan akibat boikot dilaksanakan secara terintegrasi dan lintas divisi. Keberhasilan strategi tersebut didukung oleh ketersediaan berbagai keahlian yang dapat diandalkan, keterlibatan sumber daya manusia yang dapat dipercaya, serta adanya pengawasan dan koordinasi yang berkelanjutan. Selain itu, perhatian terhadap setiap detail dalam pelaksanaan komunikasi, pengelolaan e-commerce, dan aktivitas promosi, serta penerapan profesionalisme dalam setiap tahapan strategi menjadi faktor penting dalam menjaga citra perusahaan dan memulihkan kepercayaan konsumen. Penelitian ini menyimpulkan bahwa sinergi antar divisi dalam strategi Marketing Public Relations berperan penting dalam mendukung pemulihan penjualan merchandise dan mempertahankan reputasi perusahaan di tengah situasi krisis. Kata kunci: Marketing Public Relations, Komunikasi Krisis, Boikot, Merchandise K-Pop, NCT

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44219010015
Uncontrolled Keywords:	Marketing Public Relations, Komunikasi Krisis, Boikot, Merchandise K-Pop, NCT
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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 781 General Principles of Music and Musical Form/Prinsip-prinsip Umum Musik dan Bentuk-bentuk Musikal > 781.6 Traditions of Music/Tradisi-tradisi Musik > 781.64 Western Popular Music/Musik Pop Barat
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	27 Mar 2026 07:48
Last Modified:	27 Mar 2026 07:48
URI:	http://repository.mercubuana.ac.id/id/eprint/101727

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