MARKETING ACTIVATION DALAM MENINGKATKAN BRAND EXPOSURE MELALUI EVENT “A MOMENT OF J”
DOI:
https://doi.org/10.23969/jp.v11i02.49103Keywords:
brand exposure, digital content, experiential marketing, user generated content, visual communicationAbstract
This study aims to analyze digital content-based marketing activation in the “A Moment of J” event and its impact onbrand exposure. A qualitative method was used through interviews, social media observation, and documentation. The findings show that content such as posters, workshop previews, and fun content effectively attract attention, build understanding, and encourage participation. Based on experiential marketing, the sense, feel, think, act, and relate shape audience experience. Brand exposure occurs passively through content and actively through exploration and direct experience, strengthened by User-Generated Content. The study concludes that this strategy is effective, and brands should consistently highlight their identity and optimize UGC.Downloads
References
Aji D, Juwita R. (2023). Brand activation sebagai bentuk strategi komunikasi pemasaran terpadu (Studi kasus: Headstock Coffee di Balikpapan). Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 4(3), 1446–1462.
Kurniawan, F., & Yuslina, A. (2024). Dampak Konten yang Dihasilkan Pengguna Terhadap Brand Exposure di Media Sosial. Jurnal Komunikasi, 28(1), 102-116
Lestari, D. A., Nugraha, A. K., & Pratama, M. R. (2023). Transformasi Komunikasi Pemasaran: Dari Promosi Konvensional Menuju Experiential Branding di Era Gen Z. Jurnal Manajemen Pemasaran Modern, 11(1), 23-38. Hasanah, S., Fitria, A., & Putra, M. (2023). Pemasaran Berbasis Pengalaman: Pengaruhnya terhadap Loyalitas Konsumen dalam Era Digital. Jurnal Pemasaran Indonesia, 15(2), 50-67..
Octaviany, D., & Utami, D. (2024). Fan-Based Marketing: Pendekatan Emosional dalam Pemasaran Digital. Jurnal Pemasaran Modern, 18(1), 24-37.
Prasloranti, R., & Hartati, E. (2024). Pengaruh User-Generated Content terhadap Keputusan Pembelian di Media Sosial. Jurnal Komunikasi Pemasaran, 12(3), 123-135.
Putra D, Santoso H. 2022. Efektivitas Brand Activation melalui Experiential Marketing dalam Membangun Loyalitas Pelanggan Gen
Z. Jurnal Riset Pemasaran Kontemporer, 4(2), 89-102.
Schmitt, B. H. 1999. Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. Free Press. Setyani, N. P., Wahyuni, S., & Kusuma, D. (2022). Analisis Perilaku Konsumen Fandom K-Pop di Indonesia sebagai Peluang Strategi Fan-Based Marketing. Jurnal Riset Bisnis dan Investasi, 8(3), 201-215.
Setyani, N. P., Wahyuni, S., & Kusuma, D. (2022). Analisis Perilaku Konsumen Fandom K-Pop di Indonesia sebagai Peluang Strategi Fan-Based Marketing. Jurnal Riset Bisnis dan Investasi, 8(3), 201-215.
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.
