Alya Fajriati Kining, . (2024) STRATEGI DIGITAL MARKETING PARTAI GERINDRA MELALUI PENDEKATAN BUDAYA POPULER: STUDI KASUS GIVEAWAY TIKET KONSER BLACKPINK PADA AKUN X @Gerindra. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study examines the digital marketing strategy of the Gerindra Party, which leverages popular culture, specifically through a Blackpink concert ticket giveaway on the X account @Gerindra. The research focuses on how the Gerindra Party can use elemesnts of popular culture to increase engagement and build a positive image among young voters. The research method employed is netnography, analyzing activities and communications on the @Gerindra social media account during the giveaway period. The study results indicate that this strategy successfully attracted significant attention from the target audience, namely Millennials and Gen Z. The Blackpink concert ticket giveaway not only increased the Gerindra Party's popularity but also fostered emotional engagement and closeness with young voters. This approach demonstrates the party's adaptation to modern trends, creating an adaptive and relevant image. The strategy also underscores the importance of flexibility and innovation in delivering political messages in the digital era. This success is measured by the increase in interaction and positive responses received by the @Gerindra account during the campaign. This study provides insights into the effectiveness of using popular culture in digital political campaigns and shows how political parties can leverage social trends to strengthen public support and improve the party's image among young voters.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010413086] [Pembimbing: Danis Tri Saputra Wahidin] [Penguji 1: Nurdin] [Penguji 2: Abdul Gofur] |
| Uncontrolled Keywords: | Popular Culture, Digital Marketing, Engagement, Gerindra Party, Young Generation |
| Subjects: | J Political Science > JA Political science (General) M Music and Books on Music > M Music |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | ALYA FAJRIATI KINING |
| Date Deposited: | 27 Aug 2024 02:37 |
| Last Modified: | 27 Aug 2024 02:37 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32911 |
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