Fadilah, Muhamad Farhan (2024) KOMUNIKASI PEMASARAN @ANIESBUBBLE DALAM MENGENALKAN CALON PRESIDEN ANIES BASWEDAN KEPADA K-POPERS. Other thesis, UPN Veteran Yogyakarta.
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Abstract
xiii
ABSTRAK
Aniesbubble adalah akun di media sosial X/Twitter yang viral karena cara uniknya
mengenalkan calon presiden Anies Baswedan menggunakan budaya K-Pop. Akun
tersebut secara cepat viral dan disukai oleh pengguna Twitter, khususnya K-Popers.
Penelitian ini bertujuan untuk mengetahui proses dan strategi komunikasi
pemasaran yang dilakukan oleh Aniesbubble dalam mengenalkan calon presiden
Anies Baswedan kepada K-Popers. Metode penelitian yang digunakan adalah
kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara,
dokumentasi, dan studi pustaka. Hasil penelitian menunjukkan proses segmenting,
targeting, dan positioning yang matang menjadi kunci keberhasilan dari
implementasi yang Aniesbubble lakukan. Aniesbubble menargetkan K-Popers dan
Generasi Z karena karakteristik dan kebiasaannya bermedia. Hal tersebut
berimplikasi pada implementasi bauran komunikasi pemasaran, pembentukan
pesan, pemilihan media, dan pembentukan momentum yang dilakukan
Aniesbubble. Bauran komunikasi pemasaran Aniesbubble menitikberatkan kepada
komunikasi dua arah yang tercermin melalui kegiatan public relations, pemasaran
media sosial, dan word of mouth. Pembentukan pesan yang mengadopsi budaya K-
Pop juga berhasil menarik minat Generasi Z untuk mencari tahu calon presiden
Anies Baswedan dan berakhir pada perubahan perilakunya di pemilu 2024. Media
X/Twitter dipilih karena aktivitas microblogging dan banyaknya populasi K-Popers
di media tersebut. Melalui proses tersebut, Aniesbubble mampu mengenalkan
Anies Baswedan kepada Generasi Z dan berhasil memberikan pengaruh kepada
pengikutnya.
Kata kunci: Aniesbubble, X, K-Pop, Komunikasi Pemasaran, Anies
Baswedan, Generasi Z
xiv
ABSTRACT
Aniesbubble is an account on social media X/Twitter that went viral because of the
unique way it introduced presidential candidate Anies Baswedan using K-Pop
culture. The account quickly went viral and was loved by Twitter users, especially
K-Popers. This research aims to find out the marketing communication process and
strategy carried out by Aniesbubble in introducing presidential candidate Anies
Baswedan to K-Popers. The research method used is descriptive qualitative with
data collection techniques through interviews, documentation, and literature study.
The results showed that segmenting, targeting, and positioning process was the key
to the success of Aniesbubble's implementation. Aniesbubble targets K-Popers and
Generation Z because of their characteristics and media habits. This has
implications for the implementation marketing communication mix, message
formation, media selection, and momentum formation carried out by Aniesbubble.
Aniesbubble's marketing communication mix emphasizes two-way communication
which is reflected through public relations activities, social media marketing, and
word of mouth. The formation of messages adopting K-Pop culture also succeeded
in attracting Generation Z's interest in finding out about Anies Baswedan's
presidential candidate and ended up changing their behavior in the 2024 election.
Media X/Twitter was chosen due to microblogging activities and the large
population of K-Popers in the media. Through this process, Aniesbubble was able
to introduce Anies Baswedan to Generation Z and successfully influence his
followers.
Keywords: Aniesbubble, X, K-Pop, Marketing Communication, Anies
Baswedan, Generation Z
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Aniesbubble, X, K-Pop, Marketing Communication, Anies Baswedan, Generation Z |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 16 Aug 2024 06:41 |
| Last Modified: | 16 Aug 2024 06:41 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/40724 |
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