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).

Putri, Farreldiora Arsi (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

This study aims to describe the marketing communication strategies employed by Yellow Flower Living Water in introducing their EP release, "The Great Unconformity," within the Surabaya music scene. Using the Integrated Marketing Communication (IMC) theory by Kotler and Armstrong, the research adopts a qualitative descriptive approach through interviews, observations, and content analysis. The results indicate that YFLW combines five marketing communication models: advertising via Instagram and X to reach a broader audience, sales promotion through press releases, merchandise collaboration, and gig distribution, as well as social media optimization to enhance engagement and exposure. Personal selling strategies are applied through direct interaction on social media to strengthen relationships with fans, while direct marketing is implemented through merchandise sales at gigs, tours, and showcases to foster personal connections with the audience. Through these strategies, Yellow Flower Living Water effectively utilizes various elements of marketing communication to increase the visibility of their EP "The Great Unconformity," build their image in the local music scene, and create opportunities for expanding their audience on a broader scale.

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