Strategi pemasaran digital Ismaya Live dalam membangun loyalitas merek melalui event We The Fest menggunakan media sosial = Digital marketing strategy by Ismaya Live to build brand loyalty through we the fest using social media

Tantra, Kenneth (2020) Strategi pemasaran digital Ismaya Live dalam membangun loyalitas merek melalui event We The Fest menggunakan media sosial = Digital marketing strategy by Ismaya Live to build brand loyalty through we the fest using social media. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri hiburan mengalami kenaikan yang cukup signifikan dalam penjualan tiket sejak tahun 2017. Ismaya Live sebagai salah satu pelaku industri hiburan mengalami kenaikan yang cukup signifikan dalam penjualan tiket dengan produk live events ditunggu-tunggu oleh banyak masyarakat. Salah satunya adalah We The Fest. We The Fest merupakan festival dengan konsep musik, fashion, art, and food. Kenaikan tersebut terdiri dari konsumen lama dan baru. Keberhasilan tersebut juga tidak terlepas dari strategi pemasaran yang digunakan terutama dalam media sosial We The Fest. Melalui penelitian ini, peneliti ingin mengetahui strategi apa yang dilakukan oleh Ismaya Live melalui We The Fest dalam membangun loyalitas merek menggunakan media sosial Penelitian ini menggunakan metode kualitatif dengan melakukan wawancara mendalam. Pengumpulan data penelitian dilakukan dengan data primer, yaitu wawancara dan observasi non-partisipan, serta data sekunder berupa studi kepustakaan. Wawancara dilakukan kepada para informan kunci yang berkerja di Ismaya live dan informan pendukung yang merupakan konsumen dari Ismaya Live Hasil penelitian menunjukkan bahwa strategi pemasaran digital Ismaya Live dalam event We The Fest mampu menerapkan strategi pemasaran digital melalui media sosial. Namun dalam loyalitas merek, media sosial tidak mampu sepenuhnya membangun loyalitas merek terhadap pelanggan mereka. Hal tersebut dikarenakan adanya keterbatasan dari fungsi media sosial yang tidak mampu memberikan pengalaman sesungguhnya kepada konsumen dan hanya diperoleh jika konsumen mengikuti event atau menikmati event tersebut secara langsung. / Entertainment industry have gain significant increase since 2017. Ismaya Live as one of the biggest event promoters had good achievements in recent years. One of the long-awaited events from Ismaya Live that gained 20% customer by last year is We The Fest. We The Fest itself is a festival with diverse concepts from music, fashion, art, and food. Therefore to maintain it, they the need interaction and involvement with customers. One tool that could provide it to customers by using social media. So that researchers through this research want to know the digital marketing strategy by Ismaya Live to build brand loyalty through the We The Fest event using social media. This research use qualitative approach with in-depth interview research methods. Research data collection by carried out with primary data, Interviews and non-participant observation as well as secondary data in the form of literature studies and documentation. Interviews were conducted with key informants who worked at Ismaya live and also supporting informants who were consumers of Ismaya Live The results showed that they use several strategies with social media to building brand loyalty from Ismaya Live through the We The Fest event was possible but did not fully succeed. It’s because of the limitations of the function of social media which is unable to provide true experience to consumers which should only be obtained if consumers use or participate in the We The Fest event.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Tantra, KennethNIM00000026013alexanderkenneth5@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorLeksmono, Desideria Lumongga DwihadiahNIDN0302116901UNSPECIFIED
Uncontrolled Keywords: Industri Hiburan, Ismaya Live, Loyalitas Merek, Media Sosial
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
Depositing User: Users 1774 not found.
Date Deposited: 17 Feb 2020 04:30
Last Modified: 08 Sep 2020 06:22
URI: http://repository.uph.edu/id/eprint/7269

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