Strategi Komunikasi Pemasaran Yellow Flower Living Water Dalam Memperkenalkan Ep “The Great Unconformity” Di Skena Musik Surabaya. (Marketing Communication Strategy for Yellow Flower Living Water in Introducing the Ep "The Great Unconformity" in the Surabaya Music Scene)

Arsi Putri, Farreldiora (2025) Strategi Komunikasi Pemasaran Yellow Flower Living Water Dalam Memperkenalkan Ep “The Great Unconformity” Di Skena Musik Surabaya. (Marketing Communication Strategy for Yellow Flower Living Water in Introducing the Ep "The Great Unconformity" in the Surabaya Music Scene). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan mendeskripsikan strategi komunikasi pemasaran yang digunakan oleh Yellow Flower Living Water dalam memperkenalkan rilisan EP "The Great Unconformity" di skena musik Surabaya. Dengan menggunakan konsep Integrated Marketing Communication (IMC) dari Kotler dan Armstrong, penelitian ini dilakukan menggunakan pendekatan deskriptif kualitatif melalui wawancara, observasi, dan analisis konten. Hasil penelitian menunjukkan bahwa YFLW menggabungkan lima model komunikasi pemasaran, yaitu periklanan melalui Instagram dan X untuk menjangkau audiens yang lebih luas, promosi penjualan melalui press release, kolaborasi merchandise, dan distribusi gigs, serta optimalisasi media sosial untuk meningkatkan engagement dan eksposur. Strategi personal selling diterapkan melalui interaksi langsung di media sosial untuk mempererat hubungan dengan penggemar, sedangkan pemasaran langsung dilakukan melalui penjualan merchandise di gigs, tur, dan showcase untuk memperkuat koneksi personal dengan audiens. Melalui strategi ini, Yellow Flower Living Water berhasil memanfaatkan berbagai elemen komunikasi pemasaran untuk meningkatkan visibilitas EP "The Great Unconformity," membangun citra mereka di skena musik lokal, serta membuka peluang untuk ekspansi audiens ke tingkat yang lebih luas.

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