[ ABSTRAK
Sebagai grup idola, JKT48 menuai sukses di Indonesia. Mengikuti kesuksesan versi aslinya, AKB48 yangberasal dari Jepang. Dikatakan bahwa kunci kesuksesannya adalah karena cara mereka berinteraksi denganpenggemarnya, memberikan pengalaman yang unik dan berkemesan membentuk hubungan yang lebih dalam.Pengalaman itu diberikan melalui marketing tools khusus milik JKT48, yaitu pertunjukan rutin di TheaterJKT48, handshake event, dan acara pemilihan yang dikenal sebagai Seinbatsu Sousenkyo. Karena semakin hariproduk semakin susah dibedakan karena jumlahnya semakin banyak. Sehingga pemasar kesulitan membuatproduknya menonjol. Oleh karena itu para pemasar mulai memberikan experience pada produk yang merekatawarkan sebagai nilai lebih dan pembeda untuk konsumen. Strategi ini disebut experiential marketing, yangberfokus menciptakan pengalaman yang unik dan berkesan pada konsumen untuk menjalin hubungan yang kuatdengan konsumen. Tujuan dari artikel ini adalah untuk mengeksplorasi, mengidentifikasi, dan memahamipraktek experiential marketing dalam tiga marketing tools JKT48, yang membuatnya sukses di Indonesia. Studiini menggunakan pendekatan kualitatif dengan metode deskriptif. Hasil yang ditemukan adalah bahwa JKT48menggunakan strategi, experiential marketing, sensory marketing, dan pengalaman berpartisipasi kepadapenggemarnya.
ABSTRACT As an idol group JKT48 is doing pretty good in Indonesia. Following the success of its original version AKB 48from Japan. It is said the key of such success is the way they interact with their fans, by giving them unique andmemorable experience, which makes deeper connection. They deliver the experience by their special marketingtools; 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 experienceto their offering to create more value to the customers. This is called as experiential marketing, which focus oncreating unique and memorable experience to connect with customers in engaging way. The purpose of thisarticle is to explore, identificate, and understand the experiential marketing practice in the three marketing toolsof JKT48, which have made it success in Indonesia. This study applies qualitative approach with descriptivemethod. This study found JKT48 employs experiential marketing, sensory marketing, and customer participationexperience strategy to their fans.;As an idol group JKT48 is doing pretty good in Indonesia. Following the success of its original version AKB 48from Japan. It is said the key of such success is the way they interact with their fans, by giving them unique andmemorable experience, which makes deeper connection. They deliver the experience by their special marketingtools; 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 experienceto their offering to create more value to the customers. This is called as experiential marketing, which focus oncreating unique and memorable experience to connect with customers in engaging way. The purpose of thisarticle is to explore, identificate, and understand the experiential marketing practice in the three marketing toolsof JKT48, which have made it success in Indonesia. This study applies qualitative approach with descriptivemethod. This study found JKT48 employs experiential marketing, sensory marketing, and customer participationexperience strategy to their fans., As an idol group JKT48 is doing pretty good in Indonesia. Following the success of its original version AKB 48from Japan. It is said the key of such success is the way they interact with their fans, by giving them unique andmemorable experience, which makes deeper connection. They deliver the experience by their special marketingtools; 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 experienceto their offering to create more value to the customers. This is called as experiential marketing, which focus oncreating unique and memorable experience to connect with customers in engaging way. The purpose of thisarticle is to explore, identificate, and understand the experiential marketing practice in the three marketing toolsof JKT48, which have made it success in Indonesia. This study applies qualitative approach with descriptivemethod. This study found JKT48 employs experiential marketing, sensory marketing, and customer participationexperience strategy to their fans.] |
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