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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

"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.

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

"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.

Analisis Peran ‘ARISE+ Indonesia’ sebagai fasilitator perdagangan antara Uni Eropa dengan Indonesia Andia Flaurance, Joey Michael; Dirja, Rinatra Bangun; Yusuf, Muhammad Fahrizal; Purbantina, Adiasri Putri
Jurnal Ilmiah Muqoddimah: Jurnal Ilmu Sosial, Politik dan Hummaniora Vol 10, No 2 (2026): Mei 2026
Publisher : Universitas Muhammadiyah Tapanuli Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31604/jim.v10i2.2026.1168-1175

Hubungan perdagangan antara Indonesia dan Uni Eropa memiliki potensi ekonomi yang strategis, namun seringkali dihadapkan pada tantangan berupa hambatan non-tarif, perbedaan standar regulasi, dan kompleksitas prosedur kepabeanan. Sebagai respons terhadap tantangan tersebut, program ARISE+ Indonesia hadir sebagai inisiatif bantuan teknis yang didanai oleh Uni Eropa. Penelitian ini bertujuan untuk menganalisis peran dan efektivitas ARISE+ Indonesia sebagai bentuk Trade Facilitation dalam memperlancar arus perdagangan bilateral. Penelitian ini menggunakan metode kualitatif deskriptif dengan pengumpulan data melalui laporan resmi ARISE+. Hasil penelitian menunjukkan bahwa ARISE+ Indonesia menjalankan peran fasilitasi perdagangan melalui empat komponen utama, yaitu kebijakan perdagangan dan investasi, fasilitasi perdagangan, infrastruktur mutu ekspor, dan Indikasi Geografis (IG). Program ini terbukti berhasil dalam menyelaraskan standar uji laboratorium Indonesia dengan standar UE serta meningkatkan kapasitas UMKM. Kesimpulannya, ARISE+ Indonesia bukan hanya berfungsi sebagai program bantuan, melainkan sebagai trade facilitation yang mengurangi biaya transaksi dan meningkatkan daya saing produk Indonesia di pasar Eropa.

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

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.

Image Repair Efforts of Starbucks PT Sari Coffee Indonesia Amid the Global Pro-Israel Boycott Phenomenon (2023-2024) Calista, Swettie Ayu; Bilqis, Thufailah Nafiisah; Prameswari, Theresia Yola; Purbantina, Adiasri Putri
Jurnal Public Relations (J-PR) Vol. 7 No. 1 (2026): April 2026
Publisher : LPPM Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jpr.v7i1.11992

This study examines the efforts of Starbucks Indonesia in implementing Image Repair Theory strategies to restore its corporate image following allegations of affiliation with Israel. According to Image Repair Theory, there are three main strategies that organizations can use to repair their image when facing such issues: denial, reduction of offensiveness, and corrective action. This study explains the strategies applied by Starbucks Indonesia using a qualitative descriptive research method through literature review, primary data, and secondary data. The findings indicate that Starbucks Indonesia employs two of these strategies, namely denial through official statements rejecting the allegations, and corrective action through social assistance initiatives such as donations. However, the company still tends to rely on reactive approaches, making it vulnerable to the evolving dynamics of socio-political narratives related to the conflict. While these image repair efforts help mitigate negative reputational impacts in the short term, they are not sufficient to fully ensure long-term consumer trust. Therefore, the company needs to enhance transparency and maintain consistency in its corporate social responsibility practices.

Governance of the Volkswagen Group's Global Value Chain in Europe from 2019 to 2025 Ramadhan, Muhammad Nur Rahardiansyah; Calista, Swettie Ayu; Bilqiis, Thufailah; Purbantina, Adiasri Putri
MEC-J (Management and Economics Journal) Vol 10, No 1 (2026)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v10i1.40373

This study examines the governance structure of the Volkswagen Group’s global value chain in Europe from 2019 to 2025. This period is marked by intensified environmental regulation in the European automotive sector, with stricter emission-reduction targets and accelerated decarbonization strategies. Existing research on Volkswagen’s supply chain focuses on operational efficiency, production systems, and technological innovation, but pays limited attention to how environmental regulatory pressure shapes value chain governance in advanced manufacturing, even though global value chain theory suggests that regulatory pressure typically encourages firms to reorganize production networks through relocation strategies. However, Volkswagen Group presents an anomaly, as its production network remains highly centralized in Europe despite increasing regulatory pressure in the region. To address this gap, the study analyzes how governance structures within Volkswagen’s value chain under regulatory requirements. The research uses a qualitative design based on content analysis of secondary data, which includes company reports, sustainability reports, press releases, and academic publications. The Global Value Chain governance framework guides the assessment of transaction complexity, codification capability, and supplier capability. Findings indicate that Volkswagen’s value chain governance is best characterized as modular. This is reflected in high transaction complexity through JIT systems and product differentiation, strong codification capability via standardized supplier requirements and digital communication systems, and high supplier capability among technologically advanced suppliers

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

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.

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