Strategi Digital Marketing PR PT. Agate International

Abstract

Abstract— The gaming industry is one of the fastest-growing industries, including in Indonesia. The growth is said to be rapid because the revenue of the games industry annually always rises. Trend Marketing is switching from conventional (offline) to digital (online). PT. Agate International as one of the largest developer games in Indonesia has made use of digital marketing to market its products. The digital marketing concept for the company is to be able to market its products from anywhere and anytime through the Internet. The purpose of the problem is raised, namely: (1) to know the process of digital marketing PR strategy PT. Agate International in Marketing Agate's visual novel games, (2) to find out the obstacles faced by Agate in marketing the novel visual games so as not to reach the main target, (3) To know why Agate uses influencers as one of digital marketing PR strategies. To reveal the question this research uses a type of qualitative research that is useful to provide facts and data on the application of digital marketing games visual novel Agate then the data is analyzed by the approach A case study that provides development of research studies. The data-collecting techniques use the in-depth interview technique to the key informant through purposive sampling and then do the observation, documentation, and library studies. The research subject is three employees of PT. Agate International, one digital marketing specialist, and two users of visual novel games. Data analysis technique with data reduction, data presentation, and withdrawal of conclusions. While the theory used in this research is the theory of excellence two-ways symmetric model. Based on the research of this study, PT. Agate International’s digital marketing strategy is aimed at goals, market research, commercial content reduction, and market validation. The challenge of the lack of awareness, lack of a budget, and improper use of the timeline is that the main goals are not attained.

Keywords— Digital Marketing PR Strategy, Influencer, Visual Novel Games.