Article Per Year (5 Year)
p-Index From 2021 - 2026
2.203
P-Index
This Author published in this journals
All Journal Jurnal Studi Diplomasi dan Keamanan Jurnal Transformasi Global Jurnal Hubungan Internasional Wahana : Tridarma Perguruan Tinggi Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Journal of Music Science, Technology, and Industry (JOMSTI) Business Economic, Communication, and Social Sciences Journal (BECOSS) MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Sentris Jurnal Kajian Seni Journal of Integrative International Relations Global Economic, Social, and Development Review (GESDR)
Purbantina, Adiasri Putri
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Nursing Social Sciences Other

Published : 14 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 14 Documents
Search

 1   2 
Cultivating Fandom: An Analysis of GMMTV's Marketing Communication Strategy for Southeast Asian Audiences in "My School President” Series Purbantina, Adiasri Putri; Prakoso, Doddy Agus; Alexandra, Renya Dominique; Zardi, Jihan Putri Rindra; Tarunajaya, Muhammad Raihan
Jurnal Komunikasi Nusantara Vol 7 No 2 (2025)
Publisher : Unitri Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/jkn.v7i2.2294

Abstract

"My School President", a TV series by GMMTV has gained global popularity, particularly among the Southeast Asian markets. This research analyzes GMMTV's marketing communication strategy (IMC) to promote the "My School President" series in the Southeast Asian market from 2022 to 2023. In this research, we use a qualitative case study method to evaluate five components of IMC: (1) advertising, (2) sales promotion, (3) personal selling, (4) public relations, and (5) direct digital marketing. In addition, we incorporate K-pop marketing style into our IMC indicators. We use relevant secondary data, such as GMMTV's official social media, annual report, journal, news, and engagement data from the "My School President" series, to evaluate GMMTV's strategy in marketing the series in the Southeast Asian market. We find similarities between GMMTV's approach and the K-Pop industry's strategy in marketing their creative products. Abstrak “My School President” merupakan serial produksi GMMTV yang berhasil mendapatkan popularitas tinggi di pasar domestik maupun Asia Tenggara. Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran GMMTV dalam mempromosikan serial “My School President” di pasar Asia Tenggara tahun 2022-2023. Konsep yang digunakan dalam penelitian ini yaitu Integrated Marketing Communication oleh Kotler dan Armstrong (2018) yang terdiri dari lima komponen, meliputi: (1) advertising; (2) sales promotion; (3) personal selling; (4) public relation; dan (5) direct digital marketing. Penelitian ini menggunakan metode deskriptif kualitatif, dengan pendekatan studi kasus berdasarkan acuan data sekunder yang relevan, seperti: (1) media sosial resmi GMMTV; (2) annual report; (3) jurnal; (3) berita; dan (5) data engagement dari serial “My School President”. Hasil dari penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang diterapkan GMMTV dalam promosi serial “My School President” memiliki kesamaan dengan strategi industri K-Pop dalam memasarkan produk kreatif. GMMTV juga menerapkan lima komponen dari Integrated Marketing Communication dalam promosi serial “My School President” melalui pemanfaatan media sosial, engagement, penjualan produk merchandise, dan pagelaran event untuk memperoleh profit yang maksimal pada pasar Asia Tenggara.
Global Multimedia Value Chain Mapping Analysis of the Game League of Legends (2006-2025) Calista, Swettie Ayu; Arrasikha, Ilmi; Putri, Nabilah Andiati; Purbantina, Adiasri Putri
Journal of Integrative International Relations Vol. 11 No. 1 (2026): May
Publisher : Center for Integrative International Studies Laboratory, Faculty of Political and Social Sciences, UIN Sunan Ampel Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15642/jiir.2026.11.2.140-158

Abstract

This paper conducts a qualitative analysis of the Multiplayer Online Battle Arena game League of Legends, examining its Global Value Chain as defined by Riot Games and its interactions with external actors and companies worldwide throughout its creation and development. Online games continuously evolve across multiple aspects, and in many cases, their development involves not only internal teams but also collaborations with freelancers, partner studios, and other external companies. In the case of League of Legends, this results in a unique configuration of global partnerships, in which Riot Games coordinates multiple actors across production, localization, marketing, and esports operations. This paper draws on the Global Multimedia Value Chain theory to understand how global collaboration shapes the game’s production and its reception among players, providing a comprehensive picture of how Riot Games manages its internal operation alongside its external partnerships.
GMMTV’s Integrated Marketing Communications (IMC) Strategy for Market Expansion in Indonesia, 2020–2025 Tsabita, Khansa; Prameswari, Theresia Yola; Purbantina, Adiasri Putri
WAHANA Vol 78 No 1 (2026): Wahana Tridarma Perguruan Tinggi
Publisher : LPPM Universitas PGRI Adi Buana Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36456/wahana.v78i1.11345

Abstract

GMMTV, a Thai entertainment company, excels at global digital content marketing and strategically targets Indonesia. This study analyzes GMMTV’s Integrated Marketing Communication (IMC) strategy for marketing its entertainment products in Indonesia, a Southeast Asian country. The study adopts a descriptive qualitative approach, using secondary data such as official social media posts, Indonesian mass media reports, documentation of promotional activities, audience interactions on digital platforms, and official merchandise materials. Guided by the IMC concept from Kotler and Keller, the research method involves systematically identifying and interpreting how the six IMC components (advertising; online, social media, and mobile communication; events and experiences; word of mouth; publicity and public relations; and packaging) are applied. The results show varying degrees of localization among these components. The strategies emphasize digital media optimization, audience experience, and public exposure in Indonesia, while packaging remains generic and targets the global market. Overall, these findings indicate that GMMTV employs an adaptive marketing communication approach across multiple channels for Indonesian audiences.
Mapping the Global Multimedia Value Chain of Assassin’s Creed: Shadows (2021–2025) Akbar, Ahmad Taufik; Adrian, Stefan Risky; Sirhadi, Dharma; Purbantina, Adiasri Putri
Global Economic, Social, and Development Review Vol. 30 No. 1 (2026): Global Economic, Social, and Development Review (GESDR) (in press)
Publisher : Economics Departement, Faculty of Business and Economics, Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/gesdr.v30i1.8797

Abstract

The global digital game industry has experienced rapid growth, accompanied by increasing complexity in production processes, particularly the development of Triple A (AAA) games involving multinational collaboration and large scale creative labor. This study aims to analyze and map the Global Multimedia Value Chain (GMVC) of Assassin’s Creed: Shadows (2021–2025) development using the Creative Value Chain framework. Employing qualitative case study approach, this research draws on secondary data sources, including official Ubisoft documentation, developer credits, industry reports, media interviews, and relevant academic literature. The findings revealed, the production of Assassin’s Creed: Shadows represents highly fragmented yet integrated global production network, involving more than fifteen Ubisoft studios across North America, Europe, and Asia. Ubisoft Québec functions as the central governance hub, coordinating creative direction, technological development, and project management. Each studio contributes specialized value based on geographical expertise, such as historical research, engine optimization, audio visual design, quality assurance, and global marketing strategies. In addition, the Support Functions, including education and training, archiving and preservation, management and regulation, as well as sustainability and social responsibility, play a critical role in ensuring long term value creation, cultural authenticity, intellectual property protection, and environmental accountability. This study demonstrates the success of Assassin’s Creed: Shadows through the technological innovation, financial investment, and effective orchestration of a global multimedia value chain. The research contributes to the literature on creative industries by highlighting how AAA game production operates as an interconnected economic, cultural, and technological ecosystem on a global scale.
Co-Authors Adrian, Stefan Risky Akbar, Ahmad Taufik Alexandra, Renya Dominique Alifia Ramadhanti, Hendrina Nur Arrasikha, Ilmi Calista, Swettie Ayu Dewi, Ayunda Roliana Hidayati, Anugrah Nurul Noor, Khalista Prakoso, Doddy Agus Pramesti, Azalia Ayu Prameswari, Theresia Yola Putri, Nabilah Andiati Qomariyah, Annisa Lailatul Ramadhani, Alifia Desy Salsabila, Reisa Najma Sirhadi, Dharma Tarunajaya, Muhammad Raihan Tsabita, Khansa Zardi, Jihan Putri Rindra