Penggunaan multi-sensory marketing melalui media sosial sebagai suatu bentuk stimulus dalam menciptakan fomo : studi kasus konser coldplay

Fransisca, Helen (2024) Penggunaan multi-sensory marketing melalui media sosial sebagai suatu bentuk stimulus dalam menciptakan fomo : studi kasus konser coldplay. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Manusia memiliki kebutuhan akan hiburan yang menjadi salah satu aspek penting dalam kehidupan. Perkembangan teknologi komunikasi, terutama dalam ranah digital, memberikan dampak signifikan pada industri event. Banyak penyelenggara acara yang memanfaatkan platform digital untuk mengadakan konser online dan mempromosikan acara live dengan memanfaatkan teknik pemasaran multi-sensory. Pasca pandemi, minat terhadap acara live mengalami peningkatan. Acara live sering kali terkait dengan perasaan FoMO (Fear of Missing Out) dan fenomena persaingan untuk mendapatkan tiket (war tiket). Oleh karena itu, diperlukan penelitian yang mendalam untuk memahami bagaimana pemanfaatan multi-sensory marketing melalui media sosial dapat menjadi stimulus dalam menciptakan FoMO sehingga mendorong persaingan untuk mendapatkan tiket acara. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian Studi kasus. Pengumpulan data penelitian dilakukan dengan wawancara dan observasi non-partisipan, serta studi kepustakaan. Wawancara dilakukan kepada Akademisi, praktisi marketing, promotor dan marketing live entertainment serta konsumen yang berpartisipasi dalam war tiket di Indonesia. Hasil penelitian menunjukkan bahwa marketer event memanfaatkan teknik multi-sensory sebagai cara untuk memicu perasaan FoMO. Marketer memaksimalkan penggunaan multi-sensory marketing dengan memanfaatkan dua indera manusia yaitu pengelihatan dan pendengaran untuk memicu perasaan FoMO. Perasaan FoMO ini kemudian menimbulkan sebuah respons yang berpengaruh kepada penjualan tiket konser ditandai dengan adanya war tiket. / Human beings have an innate need for entertainment, a pivotal aspect of their lives. The advent of digital communication technology has notably revolutionized the event industry. Numerous event organizers exploit digital platforms for hosting online concerts and endorsing live events by employing multi-sensory marketing approaches. Post-pandemic, there has been a surge in the attraction toward live events. These events often instigate the Fear of Missing Out (FoMO) and instill a competitive ticket acquisition trend known as 'ticket wars.' Consequently, there's a pressing necessity for comprehensive research to comprehend how leveraging multi-sensory marketing via social media can act as a catalyst in generating FoMO, thereby intensifying the competition for event tickets. This qualitative research, employing Study case, encompasses data collection through interviews, non-participant observations, and secondary sources like literature reviews. Interviews were conducted with academicians, marketing experts, entertainment event promoters, and consumers actively engaged in ticket wars within Indonesia. The study revealed that event marketers strategically employ multi-sensory techniques to evoke the sensation of FoMO. They leverage sight and hearing to the fullest extent in multi-sensory marketing, triggering the FoMO response. This FoMO response significantly influences concert ticket sales, leading to the emergence of ticket wars.

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