ANALISIS STRATEGI KOMUNIKASI PEMASARAN EVENT PORSCHE SPRINT CHALLENGE INDONESIA MELALUI MEDIA SOSIAL INSTAGRAM

Taraka Rais Maulana Indriyo, . (2025) ANALISIS STRATEGI KOMUNIKASI PEMASARAN EVENT PORSCHE SPRINT CHALLENGE INDONESIA MELALUI MEDIA SOSIAL INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Porsche Sprint Challenge Indonesia is a brand new motorsport event in Indonesia organized by Superstars Motorsport. As a brand new event, it's imperative for the organizers to form a marketing effort to raise awareness about the upcoming event and to have a stable amount of participants. In order to solve the problem, Porsche Sprint Challenge Indonesia formed a marketing communications strategy through social media marketing, using Instagram with the username @porschesprintchallenge.id to raise awareness and promote the event to a larger audience. The marketing communications strategy implements the Integrated Marketing Communication (IMC), a concept that integrates several marketing communication channels to amplify a message. This qualitative research gathers data through in-depth interviews, documentations, and observations carried by the researcher. Data analysis is also performed by the researcher through data reduction, data display, and conclusion drawing. This research shows that Porsche Sprint Challenge Indonesia utilizes social media marketing through Instagram by uploading high quality, informative audovisual content that promotes the event, while also making use of several IMC concepts such as advertising and sponsorship to achieve the goal of communicating their key message to the widest audience possible. The usage of social media marketing has yielded positive outcomes for Porsche Sprint Challenge Indonesia such as being able to gather new participants and new sponsors, although it is discovered that Porsche Sprint Challenge Indonesia’s social media marketing communication strategy programs or plans haven’t been made for off-season periods, resulting in the drastic decline of their social media marketing activities once the events have concluded.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910411150] [Pembimbing: Garcia Krisnando Nathanael] [Penguji 1: Rizkya Ayu Maulida] [Penguji 2: Vina Mahdalena]
Uncontrolled Keywords: Integrated Marketing Communication, Social Media Marketing, Instagram, Porsche Sprint Challenge Indonesia.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: TARAKA RAIS MAULANA INDRIYO
Date Deposited: 27 Mar 2025 01:52
Last Modified: 27 Mar 2025 01:52
URI: http://repository.upnvj.ac.id/id/eprint/36165

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