STRATEGI KEUNGGULAN KOMPETITIF SM ENTERTAINMENT DI INDONESIA MELALUI KWANGYA

ALYUSRON, ALYUSRON and Yusa, Muchammad Yustian (2025) STRATEGI KEUNGGULAN KOMPETITIF SM ENTERTAINMENT DI INDONESIA MELALUI KWANGYA. Undergraduate thesis, Sriwijaya University.

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Abstract

The primary focus of this research is SM Entertainment's competitive advantage strategy in Indonesia through Kwangya. Kwangya, a virtual world introduced by SM Entertainment as a business strategy and corporate identity to navigate the fierce competition within the K-Pop industry, aims to create interactive and immersive experiences for fans, and strengthen the connection between fans and artists by leveraging digital technology and the metaverse concept.This research will analyze how SM Entertainment utilizes Kwangya to build a competitive advantage in Indonesia's highly competitive entertainment market. This study employs Porter's (1998) concept of Competitive Advantage, using a qualitative research method and secondary data. The findings are expected to provide a comprehensive overview of the strategies implemented by SM Entertainment, their impact on the K-Pop industry in Indonesia, and implications for other entertainment companies in developing similar innovations.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	SM Entertainment, Kwangya, Competitive Advantage, K-Pop, Indonesia, Metaverse
Subjects:	J Political Science > JA Political science (General) J Political Science > JZ International relations
Divisions:	07-Faculty of Social and Politic Science > 84201-International Relations (S1)
Depositing User:	Alyusron Alyusron
Date Deposited:	24 Jul 2025 05:29
Last Modified:	24 Jul 2025 05:29
URI:	http://repository.unsri.ac.id/id/eprint/180250

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