Strategi Komunikasi Pemasaran TSP & Co. dalam Program Musicverse

Abstract

Perkembangan media digital mendorong penyelenggara acara menerapkan strategi komunikasi pemasaran yang mampu menjangkau audiens secara lebih efektif. TSP & Co. mengembangkan Musicverse sebagai intellectual property berupa program pertunjukan musik yang diselenggarakan di berbagai daerah melalui konsep acara berskala kecil hingga menengah. Perluasan penyelenggaraan ke berbagai kota dengan karakteristik audiens yang berbeda menuntut organisasi menyesuaikan strategi komunikasi pemasaran digital agar tetap relevan dengan kebutuhan pasar sekaligus mampu membangun keterlibatan audiens. Penelitian ini bertujuan menganalisis perencanaan dan implementasi strategi komunikasi pemasaran digital TSP & Co. dalam membangun keterlibatan audiens melalui program Musicverse. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui wawancara mendalam, observasi, dan studi dokumentasi terhadap pihak internal TSP & Co. serta audiens Musicverse. Analisis data dilakukan menggunakan model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Keabsahan data diuji melalui triangulasi sumber dan triangulasi teknik. Penelitian menggunakan konsep Integrated Marketing Communication (IMC) sebagai landasan teori. Perencanaan strategi dianalisis menggunakan model Audit, Problem, Task at Hand, and Campaign (APTC), sedangkan implementasi strategi dianalisis menggunakan bauran pemasaran jasa yang meliputi product, price, place, promotion, dan people. Adaptasi implementasi strategi dianalisis menggunakan konsep strategic bricolage. Ketiga konsep tersebut digunakan untuk memahami perencanaan, implementasi, dan adaptasi strategi komunikasi pemasaran digital pada Musicverse. Hasil penelitian menunjukkan bahwa perencanaan strategi komunikasi pemasaran digital diawali dengan identifikasi kondisi pasar, karakteristik audiens, analisis kompetitor, penetapan tujuan komunikasi, serta penyusunan kampanye sesuai kebutuhan setiap daerah. Implementasi strategi dilakukan melalui penerapan bauran pemasaran jasa yang disesuaikan dengan karakteristik audiens dan didukung koordinasi berbagai sumber daya internal maupun eksternal. Adaptasi strategi dilakukan melalui pemanfaatan jejaring organisasi, media partner, community partner, fanbase musisi, dan TSP Squad sebagai bentuk penerapan strategic bricolage. Temuan penelitian menunjukkan bahwa keterlibatan audiens dibangun melalui perencanaan yang sistematis, implementasi komunikasi yang adaptif, serta kolaborasi berbagai sumber daya sehingga mendukung pengembangan Musicverse di berbagai daerah.

The rapid development of digital media has encouraged event organizers to implement marketing communication strategies that can reach audiences more effectively. TSP & Co. developed Musicverse as an intellectual property in the form of a music performance program held in various cities through small- to medium-scale event concepts. The expansion of the program to cities with different audience characteristics required the organization to adapt its digital marketing communication strategy to remain relevant to local market needs while strengthening audience engagement. This study aimed to analyze the planning and implementation of TSP & Co.'s digital marketing communication strategy in building audience engagement through the Musicverse program.

This study employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observation, and documentation involving internal stakeholders of TSP & Co. and Musicverse audiences. Data were analyzed using the interactive model of Miles and Huberman, which consisted of data reduction, data display, and conclusion drawing. Data validity was ensured through source and technique triangulation. This study adopted Integrated Marketing Communication (IMC) as the theoretical framework. Strategy planning was analyzed using the Audit, Problem, Task at Hand, and Campaign (APTC) model, while strategy implementation was examined using the service marketing mix consisting of product, price, place, promotion, and people. Strategy adaptation was analyzed using the concept of strategic bricolage. These concepts were employed to explain the planning, implementation, and adaptation of the digital marketing communication strategy implemented in Musicverse. The findings showed that the planning process began with identifying market conditions, audience characteristics, competitor analysis, communication objectives, and campaign development tailored to the needs of each region. Strategy implementation was carried out through the application of the service marketing mix, which was adapted to audience characteristics and supported by the coordination of internal and external resources. Strategy adaptation was achieved by utilizing organizational networks, including media partners, community partners, artist fan communities, and TSP Squad, as a form of strategic bricolage. The findings also showed that audience engagement was built through systematic planning, adaptive communication implementation, and collaboration among various organizational resources, thereby supporting the development of Musicverse across different regions.