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All Journal Jurnal Komunikasi Profesional Ultimacomm: Jurnal Ilmu Komunikasi
Asep Sutresna
Universitas Multimedia Nusantara
Arts Humanities Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Pemanfaatan kekuatan media dalam pengelolaan event: studi kasus pengelolaan event borobudur marathon Tarrence Karmelia Kontessa; Asep Sutresna
Jurnal Komunikasi Profesional Vol. 6 No. 3 (2022)
Publisher : Fakultas Ilmu Komunikasi Universitas dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1033.188 KB)

Abstract

Abstract The development of digital media has been a significant issue for media companies, particularly for those transformed from conventional media. Kompas daily, as one of the conventional media, should make some adjustments to this situation. As one of the responses to this issue, Kompas daily use event management as other source of revenue besides advertising. Borobudur Marathon is one of the events managed by this newspaper. It is an international event that started in 2017 and has been awaited by runners as well as Central Java people who host the event. This research uses qualitative approach, presenting data descriptively to reveal the strategy for the event management. The data were collected through in-depth interview to seven sources who had deep knowledge about Borobudur Marathon. The data were then analyzed and resulted in some findings. It was known that the media have the power to form opinion. This power was then beneficial for the event organizers to reach the goal of marketing communication, which later monetize this into one of the media revenue streams. Media Company and event organizers could use the finding of this research to reach the goals of effective and efficient marketing communication. Keywords: Event Management; Borobudur Marathon; Media Power; Opinion Formation; Marketing Communication
Analisis Perencanaan Kampanye Pemasaran Sosial "Kobarkan Kebaikan" Pertamina Asep Sutresna
ULTIMA Comm Vol 10 No 2 (2018): UltimaComm
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/ultimacomm.v10i2.1081

Abstract

ABSTRACTThis research aims to analyze the planning strategy of Pertamina in managing social marketing campaign "Kobarkan Kebaikan” (Flame the Goodness). This campaign was initiated based on an assessment of the society which was disintegrated by the Jakarta gubernatorial election in 2017 and the presidential and legislative campaign in 2019 started in 2018. The campaign materials were made by the society and broadcasted through the television and youtube. Based on media ecology theory, media directly form and develop culture, which is also the case with the media selection in the "Kobarkan Kebaikan” campaign. This research gathers qualitative data based on the planning model of Social Marketing Planning Primer (SMPP) by Kotler and Lee (2016). This research shows this campaign has a positive impact on the engagement and results in message amplification. From the perspective of planning, this research fell short of the criteria required by the SMPP model Keywords: Pertamina, Kobarkan Kebaikan, Social Marketing, social campaign
Co-Authors Tarrence Karmelia Kontessa