UI - Makalah dan Kertas Kerja :: Kembali

UI - Makalah dan Kertas Kerja :: Kembali

Ekplorasi terhadap experiential marketing pada JKT48 = Eksploring experiential marketing of JKT48

Addam Zein, auhtor; Dewi Chandra Kirana, supervisor (Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015)
 Abstrak
[ ABSTRAK
Sebagai grup idola, JKT48 menuai sukses di Indonesia. Mengikuti kesuksesan versi aslinya, AKB48 yang
berasal dari Jepang. Dikatakan bahwa kunci kesuksesannya adalah karena cara mereka berinteraksi dengan
penggemarnya, memberikan pengalaman yang unik dan berkemesan membentuk hubungan yang lebih dalam.
Pengalaman itu diberikan melalui marketing tools khusus milik JKT48, yaitu pertunjukan rutin di Theater
JKT48, handshake event, dan acara pemilihan yang dikenal sebagai Seinbatsu Sousenkyo. Karena semakin hari
produk semakin susah dibedakan karena jumlahnya semakin banyak. Sehingga pemasar kesulitan membuat
produknya menonjol. Oleh karena itu para pemasar mulai memberikan experience pada produk yang mereka
tawarkan sebagai nilai lebih dan pembeda untuk konsumen. Strategi ini disebut experiential marketing, yang
berfokus menciptakan pengalaman yang unik dan berkesan pada konsumen untuk menjalin hubungan yang kuat
dengan konsumen. Tujuan dari artikel ini adalah untuk mengeksplorasi, mengidentifikasi, dan memahami
praktek experiential marketing dalam tiga marketing tools JKT48, yang membuatnya sukses di Indonesia. Studi
ini menggunakan pendekatan kualitatif dengan metode deskriptif. Hasil yang ditemukan adalah bahwa JKT48
menggunakan strategi, experiential marketing, sensory marketing, dan pengalaman berpartisipasi kepada
penggemarnya.
ABSTRACT As an idol group JKT48 is doing pretty good in Indonesia. Following the success of its original version AKB 48
from Japan. It is said the key of such success is the way they interact with their fans, by giving them unique and
memorable experience, which makes deeper connection. They deliver the experience by their special marketing
tools; routine show JKT48 Theater; handshake Event, and voting event which known as Seinbatsu Sousenkyo.
Because products become more commoditized making them hard to stand out, marketers start giving experience
to their offering to create more value to the customers. This is called as experiential marketing, which focus on
creating unique and memorable experience to connect with customers in engaging way. The purpose of this
article is to explore, identificate, and understand the experiential marketing practice in the three marketing tools
of JKT48, which have made it success in Indonesia. This study applies qualitative approach with descriptive
method. This study found JKT48 employs experiential marketing, sensory marketing, and customer participation
experience strategy to their fans.;As an idol group JKT48 is doing pretty good in Indonesia. Following the success of its original version AKB 48
from Japan. It is said the key of such success is the way they interact with their fans, by giving them unique and
memorable experience, which makes deeper connection. They deliver the experience by their special marketing
tools; routine show JKT48 Theater; handshake Event, and voting event which known as Seinbatsu Sousenkyo.
Because products become more commoditized making them hard to stand out, marketers start giving experience
to their offering to create more value to the customers. This is called as experiential marketing, which focus on
creating unique and memorable experience to connect with customers in engaging way. The purpose of this
article is to explore, identificate, and understand the experiential marketing practice in the three marketing tools
of JKT48, which have made it success in Indonesia. This study applies qualitative approach with descriptive
method. This study found JKT48 employs experiential marketing, sensory marketing, and customer participation
experience strategy to their fans., As an idol group JKT48 is doing pretty good in Indonesia. Following the success of its original version AKB 48
from Japan. It is said the key of such success is the way they interact with their fans, by giving them unique and
memorable experience, which makes deeper connection. They deliver the experience by their special marketing
tools; routine show JKT48 Theater; handshake Event, and voting event which known as Seinbatsu Sousenkyo.
Because products become more commoditized making them hard to stand out, marketers start giving experience
to their offering to create more value to the customers. This is called as experiential marketing, which focus on
creating unique and memorable experience to connect with customers in engaging way. The purpose of this
article is to explore, identificate, and understand the experiential marketing practice in the three marketing tools
of JKT48, which have made it success in Indonesia. This study applies qualitative approach with descriptive
method. This study found JKT48 employs experiential marketing, sensory marketing, and customer participation
experience strategy to their fans.]
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 Metadata
No. Panggil : MK-PDF
Nama orang :
Nama orang tambahan :
Nama badan tambahan :
Subjek :
Penerbitan : [Place of publication not identified]: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015
Program Studi :
Bahasa : ind
Sumber Pengatalogan : LibUI ind rda
Tipe Konten : text
Tipe Media : computer (rdamediated)
Tipe Carrier : online resource
Deskripsi Fisik : 23 pages : illustration
Lembaga Pemilik : Universitas Indonesia
Lokasi : Perpustakaan UI, Lantai 3
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