Marketing Strategy Of JKT48 As A Japanese-Style Idol Group In Attracting New Markets In Indonesia

COMMENTATE Pub Date : 2023-08-11 DOI:10.37535/103004120236
Albert Octavio Setiawan, Chrisdina Chrisdina
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Abstract

The world of performances is very developed in Indonesia, one of which is in the country's music industry. Pop music or songs are songs that are often heard by Indonesian people, due to the influence of outside culture, one of which is Japanese culture, so in Indonesia, there are J-pop style songs or Japanese-style songs. But persistence in Indonesia is not as popular as K-Pop. One of the well-known J-Pop in Indonesia has survived until now, namely JKT48 which has been established since 2012. JKT48 is an idol group branch of AKB48 which was formed for the first time in Japan, specifically in the city of Akihabara. This study uses a qualitative methodology and also Hovland's persuasive theory wants to see the existence of J-pop, especially JKT48, to survive with the support of its fans and attract new fans. And the researchers interviewed 1 person from JKT48 marketing as well as their new fans and judged that JKT48's marketing is unique, making JKT48 still exist in the community and survive to this day.
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日式偶像组合JKT48在印尼开拓新市场的营销策略
印度尼西亚的表演世界非常发达,其中之一就是该国的音乐产业。流行音乐或歌曲是印尼人经常听到的歌曲,由于外部文化的影响,其中一个是日本文化,所以在印尼,有日本流行音乐风格的歌曲或日本风格的歌曲。但在印尼,坚持并不像韩国流行音乐那样受欢迎。印尼著名的J-Pop之一,JKT48,从2012年成立至今。JKT48是AKB48在日本首次成立的偶像团体分支,特别是在秋叶原市。本研究采用了定性的方法,同时也运用了Hovland的说服理论,希望看到日本流行音乐,尤其是JKT48的存在,能够在粉丝的支持下生存下来,并吸引新的粉丝。研究人员采访了1名JKT48的营销人员以及他们的新粉丝,并判断JKT48的营销是独一无二的,使得JKT48仍然存在于社区中并存活至今。
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Marketing Strategy Of JKT48 As A Japanese-Style Idol Group In Attracting New Markets In Indonesia
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