Pemanfaatan kekuatan media dalam pengelolaan event: studi kasus pengelolaan event borobudur marathon
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Keywords:
Event Management; Borobudur Marathon; Media Power; Opinion Formation; Marketing Communication
Abstract
Abstract
The development of digital media has been a significant issue for media companies, particularly for those transformed from conventional media. Kompas daily, as one of the conventional media, should make some adjustments to this situation. As one of the responses to this issue, Kompas daily use event management as other source of revenue besides advertising. Borobudur Marathon is one of the events managed by this newspaper. It is an international event that started in 2017 and has been awaited by runners as well as Central Java people who host the event. This research uses qualitative approach, presenting data descriptively to reveal the strategy for the event management. The data were collected through in-depth interview to seven sources who had deep knowledge about Borobudur Marathon. The data were then analyzed and resulted in some findings. It was known that the media have the power to form opinion. This power was then beneficial for the event organizers to reach the goal of marketing communication, which later monetize this into one of the media revenue streams. Media Company and event organizers could use the finding of this research to reach the goals of effective and efficient marketing communication.
Keywords: Event Management; Borobudur Marathon; Media Power; Opinion Formation; Marketing Communication
References
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Danner, H., Hagerer, G., Pan, Y., & Groh, G. (2022). The news media and its audience: Agenda setting on organic food in the United States and Germany. Journal of Cleaner Production, 354, 131503.
De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1), 1794241.
Falkheimer, J. (2007). Events Framed by the Mass Media: Media Coverage and Effects of America’s Cup Preregatta in Sweden. Event Management; Vol. 11; 81-88. Events Fra.
Goldblatt, J. (2002). Special Events: Twenty-First Century Global Event Management. Third Edit.
Kontessa, T. K. (2020). Sponsorhip Marketing untuk Mempertahankan Citra Merek pada Era Digital: Studi Kasus Special Event Harian Kompas. MEDIASI, 1(2), 147–157. https://doi.org/10.46961/mediasi.v1i2.35
McCombs, M., & Shaw, D. (2016). The Agenda-Setting function of mass media. In Agenda Setting: Readings on Media, Public Opinion, and Policymaking (pp. 17–26). Taylor and Francis. https://doi.org/10.4324/9781315538389
Natalita, C. D., & Susilo, D. (2022). Designing profile products as promotional media for brin publishers. Jurnal Komunikasi Profesional, 6(2), 095-108.
Octaviana, V., & Susilo, D. (2021). Impact of@ RaikuBeauty instagram campaign content on brand image. Jurnal Komunikasi Profesional, 5(3).
Paris, C. M., Lee, W., & Seery, P. (2010). The Role of Social Media in Promoting Special Events: Acceptance of Facebook ‘Events’ BT - Information and Communication Technologies in Tourism 2010 (U. Gretzel, R. Law, & M. Fuchs (eds.); pp. 531–541). Springer Vienna.
R. K. Yin. (2018). Case Study Research and Applications Design and Methods Sixth Edition. In Thousand Oaks: Sage Publications, Inc (Vol. 21, Issue 1).
Rathnakar, G. (2018). Impact of Social Media on Event Marketing – Analysis. ICTACT Journal on Management Studies. August ; Volume 04, Issue: 03; 783-787.
Susilo, D. (2021). Aksi-aksi warganetpada berita daring cabaran pada studi posfeminisme dan politik. Airlangga University Press
Susilo, D. (2022). Teori Komunikasi: Kajian Interdipliner dalam kajian publik dan kajian media. Indomedia Pustaka
West, R., Turner, L. H. (2014). Introducing Communication Theory: Analysis and Application. Fifth Edit, 374.
Published
2022-07-08
How to Cite
Kontessa, T. K., & Sutresna, A. (2022). Pemanfaatan kekuatan media dalam pengelolaan event: studi kasus pengelolaan event borobudur marathon. Jurnal Komunikasi Profesional, 6(3), 101-202. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4784
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