NAHDIYAT, IQBAL (2024) AKTIFITAS PROMOSI DIGITAL BAND GOODNIGHT ELECTRIC DI MASA PANDEMI COVID-19 UNTUK MENINGKATKAN AWARENESS PENIKMAT MUSIK INDIE DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
One of the characteristics of Revolution 4.0 that emerged in the 21st century is the integration of technology and information, including marketing business activities. Goodnight Electric, which is under the auspices of the HFMF Records label, also involves business digitalization in its marketing activity plans. A concrete form of implementing business digitalization that Goodnight Electric has implemented is the use of various marketing tools through social media, especially Instagram. Goodnight Electric, through its Instagram social media account @goodnightelectric, has carried out various promotions to attract more audiences. One promotion that utilizes tools from the social media Instagram is the promotion for the release of the Mysterya music album in the period January 2020 to August 2021. This research aims to analyze promotional content for the release of the Mysterya music album for the period January 2020 to August 2021 on Instagram @ goodnightelectric. The results of this research show that Goodnight Electric is divided into three stages, namely pre-release content, during release, and post-release. Even though the social media Instagram @goodnightelectric is the main social media in promoting the release of the Mysterya music album, the use of other social media is no less important, namely through the Goodnight Electric Official YouTube channel. Salah satu ciri Revolusi 4.0 yang muncul di abad kw-21 adalah penggabungan teknologi dan informasi, termasuk pada aktivitas bisnis pemasaran. Goodnight Electric yang berada di bawah naungan label HFMF Records, turut melibatkan digitalisasi bisnis ke dalam rencana kegiatan pemasarannya. Sebagai bentuk nyata dari penerapan digitalisasi bisnis yang telah dijalankan Goodnight Electric adalah pemanfaatan ragam alat pemasaran melalui sosial media, khususnya Instagram. Goodnight Electric melalui akun media sosial Instagram @goodnightelectric telah banyak menjalankan ragam promosi untuk menjaring lebih banyak audiens. Salah satu promosi yang memanfaatkan tools dari media sosial Instagram adalah promosi release album musik Misteria pada periode Januari 2020 sampai dengan Agustus 2021 lalu. Penelitian ini bertujuan untuk mengnganalisa konten promosi release album musik Misteria periode Januari 2020 sampai dengan Agustus 2021 pada Instagram @ goodnightelectric. Hasil penelitian ini diketahui bahwa Goodnight Electric membagi ke dalam tiga tahap, yaitu konten pra-release, saat release, dan pasca release. Meskipun media sosial Instagram @goodnightelectric menjadi media sosial utama dalam promosi release album musik Misteria ini, namun pemanfaatan media sosial lainnya juga tidak kalah pentingnya, yaitu melalui kanal YouTube Goodnight Electric Official.
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