PERANCANGAN EVENT SEBAGAI STRATEGI MARKETING EVENT “A MOMENT OF J”

Abstract

K-Pop fandom events are currently developing not only as a form of entertainment, but also as spaces for interaction and participatory experiences among fans. One example of this fandom event if “A Moment of J” (AMOJ), a Jaehyun NCT-themed fan-based event organized through creative workshops and community activities. This study aims to analyze the implementation of experiential marketing in the AMOJ event in building participatory experience throughout the event activities. This study uses a descriptive qualitative research method with data collection techniques through observation documentation and participant feedback after the event took place. This study applies Schmitt’s experiential marketing theory, which consists of sense, feel, think, act, and relate dimensions, supported by Goldblatt’s event management framework in planning and execution process of the event. The results show that the implementation of experiential marketing in the AMOJ event was able to create an interactive, emotional, creative and participatory participant experience. These experiences were built through visual decorations, venue ambience, DIY bagcharm workshop, interactive games, and social interactions among participants during the event. In addition, the event also created comfort, a sense of belonging, and social closeness among the participants as part of the Jaehyun NCT fandom community. Based on these findings, it can be concluded that fandom events can serve as an effective experiential marketing medium in building participants’ emotional and social experiences through participatory and immersive community activities.