Pristica, Bela (2022) Strategi kampanye “#Kitasemuakangenkonser” oleh The Sounds Project dalam mempertahankan brand awareness di masa pandemi covid-19 = “#Kitasemuakangenkonser” Campaign strategy by The Sounds Project in maintaining brand awareness during the covid-19 pandemic. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Pandemi Covid-19, sangat berdampak terhadap berbagai sektor industri di dunia secara keseluruhan. Salah satu sektor industri yang terdampak akibat Covid-19 adalah industri festival musik. Pada industri festival musik ini banyak para pekerja event musik yang harus kehilangan pekerjaannya dikarenakan tidak boleh berlangsungnya acara yang berskala besar hingga saat ini oleh pemerintah termasuk festival musik atau konser. Keberlangsungan festival musik yang tidak diperbolehkan ini membuat banyak brand festival musik yang harus memutar otak agar nama brand dari festival musiknya masih dikenal. Selain hal tersebut juga tiap brand musik yang ingin tetap brandnya dikenal selama pandemi ini harus bisa menimbulkan dan menjaga antusiasme seseorang dalam menonton festival musik. Oleh karena itu The Sounds Project sebagai platform festival musik yang mewadahi kreativitas orang-orang yang gemar menonton dan membuat konser menggaungkan kampanye #KitaSemuaKangenKonser di masa pandemi ini. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus dengan tipe instrumental tunggal di mana hanya fokus kepada satu isu atau persoalan tertentu. Fokus peneliti ialah terhadap kampanye #KitaSemuaKangenKonser yang diusung oleh The Sounds Project. Pengumpulan data penelitian dilakukan melalui wawancara mendalam terhadap informan kunci, informan dan informan ahli. Selain itu observasi, dokumentasi dan data yang berasal dari luar seperti jurnal, website dan lainnya yang relevan dengan topik serta objek penelitian. Sehingga peneliti mendapatkan hasil yaitu melalui kampanye #KitaSemuaKangenKonser, The Sounds Project dapat mempertahankan brand awarenessnya kepada target audiens melalui konten-konten media sosial yang sejalan dengan kampanye tersebut / The Covid-19 pandemic has greatly impacted various industrial sectors in the world as a whole. One of the industrial sectors affected by Covid-19 is the music festival industry. In this music festival industry, there are many music event workers who have lost their jobs because the government is not allowed to hold large-scale events, including music festivals or concerts. The continuity of this music festival that is not allowed makes many music festival brands have to rack their brains so that the brand name of the music festival is still known. Apart from this, every music brand that wants to keep its brand known during this pandemic must be able to generate and maintain someone's enthusiasm for watching music festivals. Therefore, The Sounds Project as a music festival platform that accommodates the creativity of people who like to watch and make concerts echoes the #KitaSemuaKangenKonser campaign during this pandemic. This research uses a qualitative approach with a case study method with a single instrumental type which only focuses on one particular issue or problem. The focus of the researchers is on the #KitaSemuaKangenKonser campaign carried out by The Sounds Project. Research data collection was carried out through in-depth interviews with key informants, informants and expert informants. Besides that there were observations, documentation and data from outside such as journals, websites and others relevant to the topic and object of research. With all of that, the researcher get results through the #KitaSemuaKangenKonser, The Sounds Project can maintain its brand awareness to the target audience through social media content that is in line with the campaign.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Kampanye; Brand awareness; Media sosial; Festival musik; Pandemi covid-19 | ||||||||
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science |
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Depositing User: | Users 10598 not found. | ||||||||
Date Deposited: | 27 Jan 2022 07:59 | ||||||||
Last Modified: | 28 Jan 2022 02:40 | ||||||||
URI: | http://repository.uph.edu/id/eprint/44938 |
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