Strategi Bauran Pemasaran Band Underground di Mojokerto Studi Kasus

Faisal Ichsan  Darmawan; Poppy Febriyana

doi:10.53697/jid.v3i1.30

Authors

Faisal Ichsan Darmawan Universitas Muhammadiyah Sidoarjo
Poppy Febriyana Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.53697/jid.v3i1.30

Keywords:

Pemasaran Digital, Musik Underground, Bauran Pemasaran 4P, Keterlibatan Audiens,, Promosi Hemat Biaya

Abstract

Studi ini mengeksplorasi efektivitas strategi pemasaran digital yang digunakan oleh band musik underground yang sedang berkembang, menyoroti pergeseran dari media promosi tradisional ke digital karena efektivitas biaya. Dengan menggunakan desain penelitian kualitatif deskriptif, studi ini memanfaatkan observasi, wawancara, dokumentasi, dan triangulasi untuk mengkaji praktik dua band. Berfokus pada Strategi Pemasaran Mix 4P (Promosi, Harga, Tempat, Produk), temuan mengungkapkan bahwa adopsi platform digital oleh band, khususnya Instagram dan Spotify, secara signifikan meningkatkan jangkauan pasar mereka. Secara khusus, salah satu band mencapai total 2.941 pendengar di Spotify, menunjukkan keberhasilan strategi digital mereka dalam mengumpulkan keterlibatan audiens yang luas. Studi ini menekankan potensi media digital untuk menyediakan jalur promosi yang terjangkau dan efektif bagi band musik underground, menyarankan implikasi yang lebih luas bagi entitas serupa di industri musik.

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