Aktivitas promosi universal music indonesia dalam membangun image produk di masyarakat

Fanesa, Shera (2012) Aktivitas promosi universal music indonesia dalam membangun image produk di masyarakat. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Semakin pesatnya pertumbuhan Industri label di Indonesia serta semakin banyaknya penyanyi dan artis-artis yang juga hadir di tengah-tengah masyarakat, membuat persaingan di dunia musik saat ini menjadi semakin ketat dan tidak dapat terelakan. Masing-masing label berlomba-lomba menyuguhkan berbagai cara yang unik, kreatif dan berbeda dengan para pesaingnya, tidak terkecuali yang dilakukan oleh Universal Music Indonesia. Sebagai salah satu record company besar yang sudah cukup lama berdiri di Indonesia, tentunya Universal Music Indonesia memiliki cara tersendiri dalam memenangkan persaingan di industri music saat ini. Salah satu cara yang dilakukan adalah dengan membangun image produk nya di masyarakat. Agar image yang telah dibentuk dapat sampai ke masyarakat, Universal Music Indonesia melakukan serangkaian aktivitas promosi agar pesan yang telah dirumuskan dapat mencapai makna yang sama di dalam benak masyarakat. Penelitian ini dilaksanakan untuk mengetahui, bagaimana aktivitas promosi PT.Universal Music Indonesia dalam membangun image produknya di masyarakat. Penelitian ini merupakan penelitian dengan menggunakan pendekatan kualitatif. Metode yang digunakan adalah studi kasus dengan menggunakan key informant yakni Manager Local Promotion Universal Music Indonesia, serta Office Administration Manager Universal Music Indonesia dan para informant nya adalah para artis yang berada dibawah naungan Universal Music Indonesia serta individu individu yang membeli album artis-artis Universal Music Indonesia dan mengetahui seluk beluk aktivitas promosi yang dilakukan Universal Music Indonesia dalam membangun image produk nya ke masyarakat. / The more rapid growth of the label industry in Indonesia as well as the increasing number of singers and artists are also present in the midst of society, it’s making the competition in the music world is becoming ever tighter and not inevitable. Label each vying to serve a variety of ways unique, creative and different from its competitors, no exception is made by Universal Music Indonesia. As one of the major record company, which have long stood in Indonesia, of course that Universal Music Indonesia has its own way to winning the competition in the music industry today. One of the way that Universal Music Indonesia doing is to build its product image in the community. To set up the image in to the society, Universal Music Indonesia conduct a series of promotional activities to formulated the same meaning in the people minds. The study was conducted to find out, how promotional activities PT.Universal Music Indonesia in building the product image in the society. This research is using qualitative approaches. The method used is a case study using key informants are Local Promotion Manager of Universal Music Indonesia and Office Administration Manager of Universal Music Indonesia and its informants is the artist who is under the auspices of Universal Music Indonesia and individuals who buy the album Universal artists Music of Indonesia and know the ins and outs of promotional activities undertaken Universal Music Indonesia in building the image of its products to the public.

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