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STRATEGI KOMUNIKASI PEMASARAN MIND CREATIVE PADA KONSER “PESTA PATAH HATI” DALAM MENINGKATKAN PENJUALAN TIKET KONSER

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Music festival concerts have become a popular form of entertainment and an opportunity for local creative players to organize music events in their respective regions. One of the large-scale concerts held in Palembang was the “Pesta Patah Hati”, initiated by Mind Creative as its debut concerts, successfully attracting 10.000 audiences. This study aims to examine the strategic marketing communication of Mind Creative in organizing the “Pesta Patah Hati” concert. This research adopts the marketing communication mix theory by Kotler and Amstrong. Data collection techniques include interviews and documentation studies. The result of the study indicate that Mind Creative implemented five elements of marketing communication: advertising, by combining conventional and digital platforms such as Instagram, TikTok, billboards, and vertical banners; sales promotion, by offering tiered and limited-time ticket pricing to create urgency; public relations, handled by one individual to manage relationships with media partners, sponsors, and stakeholders; personal selling, through direct promotion and ticket sales using a trust-based approach; and direct marketing, by collaborating with local coffeeshops and providing offline ticket booth for direct ticket sales. Keywords: Mind Creative, “Pesta Patah Hati” concert, Marketing Communication Mix.

Availability
Inventory Code Barcode Call Number Location Status
2507005851T184446T1844462025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1844462025
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial Dan Ilmu Politik.,
Collation
xvii, 202 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
Text
Media Type
unmediated
Carrier Type
other (computer)
Edition
-
Subject(s)
Ilmu Komunikasi--Strategi Komunikasi
Specific Detail Info
-
Statement of Responsibility
Other version/related
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