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All Journal Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH) Wacana: Jurnal Ilmiah Ilmu Komunikasi Petra International journal of Business Studies (IJBS) Jurnal Ilmiah Wahana Pendidikan Journal Media Public Relations Innovative: Journal Of Social Science Research Jurnal Selasar KPI: Referensi Media Komunikasi dan Dakwah
Huwae, George Nicholas
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Wacana: Jurnal Ilmiah Ilmu Komunikasi

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Implementasi Media Spectrum Strategy Model Solo Art Market Untuk Meningkatkan Social Engagement Vanel, Zon; Wijaya, Lina Sinatra; Dewi, Gracelia Audriana; Huwae, George Nicholas
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 1 June 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i1.4642

Abstract

Solo Art Market (SAM) faces challenges in fostering social engagement in an increasingly competitive digital era. This study aims to evaluate the implementation of the Media Spectrum Strategy Model based on the PESO approach (Paid, Earned, Shared, Owned) in SAM’s communication strategy. Using a qualitative descriptive method, the research analyzes the effectiveness of various media types, including social media, websites, and third-party coverage. The findings reveal that the PESO strategy successfully enhances social engagement and strengthens SAM’s reputation. Paid media contributes to broader exposure through a new website, owned media like Instagram provides control over messaging, earned media builds credibility through positive press, and shared media facilitates direct, authentic interaction with the audience. These results suggest that media synergy within the PESO model is effective in fostering stronger relationships between art institutions and their communities. The implications of this study are expected to serve as a strategic reference for other art organizations seeking to enhance social engagement and audience loyalty in the digital age.
Co-Authors Dewi, Gracelia Audriana Enzelita, Desy Hariyani, Nike Kristanto, Budhi Kurnia, Jessica Meisya Kusumo, Lupi Candra Rini Suryo Lina Sinatra Wijaya Luturmas, Natan Pandarangga, Yemima Rambu Lika SATRIYAS ILYAS Widyastuti, Oktavia Ratna Zon Vanel