Wandatama Al Dzahabi Almas, . (2024) STRATEGI KOMUNIKASI VINDES SPORT DALAM MEMPERTAHANKAN EKSISTENSI EVENT SPORTAINMENT PADA TAHUN 2023. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of digitalization has had a huge impact on the creative industry which continues to fulfill people's expectations and desires. Currently, digital platforms have experienced digital acceleration by forming programs for sporting events. Programs that were previously only broadcast on television can now be watched via platform digital, such as YouTube. Vindes is a company operating in the media and retail industry which was formed by Vincent Rompies and Deddy Mahendra Desta. The rise of events and sportsmanship makes Vindes a must-have unique selling to maintain its existence in society. The thing that makes Vindes one of the event sportainment largest in Indonesia because it always presents digital products out of the box. One of Vindes' successes was holding the "Bahkan Voli" event with 8.6 million viewers and trending number 1 on YouTube and Twitter. This research aims to analyze Vindes Sport's communication strategy in maintaining its existence amidst the proliferation of events sportainment in 2023. The research approach used is a descriptive qualitative approach using interview, observation, and literature study data collection methods. This approach was chosen to explain the phenomenon thatresearchers raised regarding Vindes' communication strategies in maintaining their existence. Researchers also determined four research informants to obtain information about the research topic, namely: General Manager Vindes, Marketing Communication Vindes, Senior Social Media Specialists Vindes, and Director Vindes. The information that researcherscollect from informants will be analyzed using an analytical model Who says in which channel to whom with what effect by Harold Lasswell. Based on the results of the analysis of Vindes Sport's communication strategy, researchers found that all digital products were formed through good planning. The results of applying these communication dimensions produce digital products with unique selling points and out of the box. Apart from that, Vindes also uses Instagram and conventional media as well as new media to carry out promotions. An organic communication strategy with unique selling points became Vindes Sport's communication strategy to achieve its success. So when there are many programs sportainment Similarly, Vindes Sport has a good image with its audience and partners.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1810411151] [Pembimbing : Windhi Tia Saputra] [Penguji 1 : Witanti Prihatiningsih] [Penguji 2 : Puri Bestari Mardani] |
| Uncontrolled Keywords: | Communication Strategy, Social Media, Sportaintment, Vindes Sport |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| 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: | WANDATAMA AL DZAHABI ALMAS |
| Date Deposited: | 01 Oct 2024 01:35 |
| Last Modified: | 01 Oct 2024 01:35 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33675 |
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