Satria Gumilang, . (2026) STRATEGI KOMUNIKASI PEMASARAN TERPADU BAND MADMAX DALAM MENINGKATKAN PERSONAL BRANDING GRUP DI INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Madmax is a female band from Bogor and South Tangerang carrying the dream-pop and noise-pop genres. In the digital era, social media has become a strategic platform for musicians to build their identity and interact with audiences. As a relatively new band, Madmax utilizes Instagram as its primary digital communication medium. In its early emergence, Madmax's group personal branding was most visible in the aspects of distinctiveness and specialization, reflected through its distinctive musical character and band identity, yet had not been built comprehensively and consistently in the digital space. This research aims to describe the implementation of integrated marketing communication strategies carried out by the band Madmax in enhancing group personal branding through Instagram. This study uses a qualitative descriptive approach with data collection techniques consisting of observation of the Instagram account @wearemadmax and in-depth interviews with four band members. The results show that Madmax implements an integrated marketing communication strategy through the integration of eight communication elements — advertising, sales promotion, events and experiences, public relations, direct marketing, interactive marketing, word of mouth, and personal selling — carried out consistently through Instagram's features. These strategies strengthen the band's collective identity and enhance personal branding across eleven Rampersad aspects, with authenticity, consistency, specialization, distinctiveness, and visibility being the most dominant. The findings indicate that Instagram functions not only as a promotional medium but also as a strategic tool for strengthening the group personal branding of the band Madmax.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411177] [Pembimbing: Kumala Hayati] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Aan Setiadarma] |
| Uncontrolled Keywords: | Group Personal Branding; Instagram; Integrated Marketing Communication; Madmax Band; Marketing Communication Strategy |
| Subjects: | H Social Sciences > H Social Sciences (General) M Music and Books on Music > M Music |
| 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: | SATRIA GUMILANG |
| Date Deposited: | 30 Aug 2026 10:06 |
| Last Modified: | 30 Aug 2026 10:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53164 |
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