PELAKSANAAN KEGIATAN SPECIAL EVENT JAKARTA GOES PINK OLEH LOVEPINK INDONESIA - Nugroho Ajie Hartono; Susanne Dida; Hanny Hafiar (Jurnal Komunikasi, 2016)
ABSTRAKPenelitian ini bertujuan untuk mengetahui kegiatan special event yang dilakukan Lovepink Indonesiadalam menyelenggarakan Jakarta Goes Pink 2015 untuk meningkatkan kesadaran. Penelitian inimenggunakan Event Management Process Joe Goldblatt sebagai landasan konsep.Penelitian ini adalah penelitian kualitatif dengan pendekatan studi deskriptif. Teknik pengumpulan datadilakukan dengan wawancara mendalam, observasi partisipan pasif, dan studi kepustakaan, dengan teknik pengumpulan key informan purposive sampling. Teknik analisis data menggunakan tiga tahap yaitu reduksi data, penyajian data, serta penarikan kesimpulan. Teknik validitas data menggunakantriangulasi sumber data.Hasil penelitian ini mengemukakan bahwa manajemen special event Jakarta Goes Pink dikategorikandalam riset, desain, perencanaan, koordinasi, dan evaluasi. Riset yang dilakukan meliputi analisissituasi terkait kesadaran masyarakat Indonesia tentang kanker payudara, hasil riset menyatakanbahwa kesadaran masih rendah, terutama dibandingkan dengan aktivitas Pink Ribbon diluar negeridan evaluasi acara tahun sebelumnya. Desain acara dilakukan menggunakan unsur warna untukmemerahmudakan Jakarta, edukasi pengunjung terhadap kanker payudara, dan unsur hiburan dengankonsep fair and festival. Perencanaan Jakarta Goes Pink meliputi penentuan tujuan yang kemudiandapat menentukan tanggal dan lokasi, penetapan anggaran, pembagian tugas pengurus, dan publikasiyang dilakukan melalui media sosial dan bantuan mitra media. Koordinasi dilakukan sebagai upayapengelolaan komunikasi antara pihak eksternal seperti komunitas, relawan, sponsor, dan mitra media;serta pihak internal yaitu kepengurusan Jakarta Goes Pink. Tahap evaluasi yang dilakukan JakartaGoes Pink meliputi evaluasi acara, feedback langsung dari orang terdekat, dan penghitungan jumlahliputan media massa dan sifat pemberitaan.Kata kunci: Special event, kesadaran, organisasi, kanker payudara, event management process ABSTRACTThis study aims to determine the event management process by Lovepink Indonesia in Jakarta Goes Pink 2015 to raise awareness. This study uses the Event Management Process by Joe Goldblatt as thecornerstone concept.This study used a qualitative research approach descriptive study. Data was collected by in-depthinterviews, passive participant observation, and literature study. The key informant collection techniqueused is purporsive sampling. Data were analyzed using three stages, which is data reduction, datadisplay, and conclusion drawing. Validity of the data using triangulation of data sources.The result of this study indicates that event management process of Jakarta Goes Pink 2015 iscategorized in several stages, which are research, design, planning, coordination, and evaluation.Research was conducted on the analysis of the situation related to the Indonesian community awarenessabout breast cancer, the result of this research indicates that awareness is still low, especially comparedto Pink Ribbon activities abroad and evaluation of previous year’s event. Event design is done using thecolor element to make the concept of Jakarta Goes Pink comes alive, educating visitors about breastcancer, and the element of entertainment within the concept of fair and festival. The planning involvesin setting goals that determine the time and location, budgeting, human resource management, andpublication through social media and media partners. Coordination is done as an effort to manage thecommunication between external parties such as the communities, volunteers, sponsors, and mediapartners; as well as internal parties, which is the committee of Jakarta Goes Pink itself. Evaluationincludes an evaluation of the event, direct feedback from dearest people, and the calculation of theamount of media coverage and the nature of the news.Key word: Special Event, Awareness, Organization, Breast Cancer, Event Management Process