MARPAUNG, TESALONIKA and Mahriani, Retna and Karmila, Leti (2025) STRATEGI KOMUNIKASI PEMASARAN MIND CREATIVE PADA KONSER “PESTA PATAH HATI” DALAM MENINGKATKAN PENJUALAN TIKET KONSER. Undergraduate thesis, Sriwijaya University.
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Abstract
Music festival concerts have become a popular form of entertainment and an opportunity for local creative players to organize music events in their respective regions. One of the large-scale concerts held in Palembang was the “Pesta Patah Hati”, initiated by Mind Creative as its debut concerts, successfully attracting 10.000 audiences. This study aims to examine the strategic marketing communication of Mind Creative in organizing the “Pesta Patah Hati” concert. This research adopts the marketing communication mix theory by Kotler and Amstrong. Data collection techniques include interviews and documentation studies. The result of the study indicate that Mind Creative implemented five elements of marketing communication: advertising, by combining conventional and digital platforms such as Instagram, TikTok, billboards, and vertical banners; sales promotion, by offering tiered and limited-time ticket pricing to create urgency; public relations, handled by one individual to manage relationships with media partners, sponsors, and stakeholders; personal selling, through direct promotion and ticket sales using a trust-based approach; and direct marketing, by collaborating with local coffeeshops and providing offline ticket booth for direct ticket sales. Keywords: Mind Creative, “Pesta Patah Hati” concert, Marketing Communication Mix.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Mind Creative, Konser “Pesta Patah Hati”, Bauran Komunikasi Pemasaran |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD59-59.6 Public relations. Industrial publicity H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence |
| Divisions: | 07-Faculty of Social and Politic Science > 70201-Communication Science (S1) |
| Depositing User: | Tesalonika Marpaung |
| Date Deposited: | 22 Sep 2025 04:43 |
| Last Modified: | 22 Sep 2025 04:43 |
| URI: | http://repository.unsri.ac.id/id/eprint/184446 |
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