PERANCANGAN IDENTITAS VISUAL DALAM FAN-BASED EXPERIENTIAL MARKETING EVENT “A MOMENT OF J”
DOI:
https://doi.org/10.23969/jp.v11i02.49086Keywords:
experiential marketing, K-Pop fandom, promotional media, visual communication, visual identityAbstract
The increasing number of K-Pop fandom-based events in Indonesia reflects the strong potential of fan communities as part of popular culture. K-Pop fan loyalty has encouraged the development of fan-based experiential marketing that emotionally engages audiences through visual and participatory experiences. This study discusses the visual identity design of the event “A Moment of J” as a promotional medium in fandom-based experiential marketing. The research used a qualitative descriptive method through observation, interviews, documentation, and literature study. The findings show that a consistent visual identity successfully created immersive experiences, emotional attachment, and audience engagement within the K-Pop fandom community.
Downloads
References
Creswell JW. 2013. Research design pendekatan kualitatif, kuantitatif, dan mixed. Yogyakarta : Pustaka Pelajar.
Dewi NMY, Pawito, Satyawan A. 2023. Technological determinism: the hallyu phenomenon in indonesia (lifestyle and consumption of the hallyu fan community). Atlantis Press SARL. 10.2991/978-2-38476-072-5_30
Henderson PW, Cote JA. 2021. Guidelines for selecting or modifying logos. Journal of Marketing. 85(2). 89-108.
Levy S, Guterman HG. 2021. Twofold impact of experiential marketing: manufacturer brand and hosting retailer. EuroMed Journal of Business. 16(4). 345–360. 10.1108/EMJB-03-2020-0028
Melisa M, Suyanto S, Tanaya O. 2023. “Korean wave in indonesia: are there any changes in perception and intention to visit korea?” Innovative Marketing. 19(3). 171–186. 10.21511/im.19(3).2023.15
Miles M, Huberman AM. 1994. Qualitative data analysis: an expanded sourcebook. SAGE Publications, Inc.
Pratita PB, Yuliana N, Sultan U, Tirtayasa A, Korea B, Sosial K. 2023. Fenomena budaya K-pop telah menjadi bagian integral. Jurnal Multidisiplin Ilmu Sosial. 2(8). 31–40.
Schmitt B. 1999. Experiential marketing. Journal of Marketing Management. 15. 53–67.
Wirdah LW, Winarto W, Hambalah F. 2023. Analisis relationship marketing dalam peningkatan loyalitas komunitas penggemar idola k-pop. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia. 6(3). 359–370. 10.31842/jurnalinobis.v6i3.283
Wulandari K. 2023. Parasocial interactions and loyalty levels of teenagers ending korean pop (k-pop) fans in samarinda interaksi parasosial dan tingkat loyalitas konsumen remaja akhir penggemar korean pop (k-pop) di samarinda. Management Studies and Entrepreneurship Journal. 4(2). 2160–2172.
Yiadom MB, Tait M. 2022. Experiential marketing as a mechanism to deliver value for mobile network operators. African Journal of Business and Economic Research. 17(3). 89–116. 10.31920/1750-4562/2022/V17N3A5
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Pendas : Jurnal Ilmiah Pendidikan Dasar
This work is licensed under a Creative Commons Attribution 4.0 International License.
