Marketing Public Relations Band Ansyaf Techno di Industri Musik Indie

Abstract

Abstract."Marketing Public Relations Band Ansyaf Techno in Indie Music Industry". Bandung Islamic University. This study aims to find out the marketing public relations used by band Ansyaf Techno to market their band in the indie music industry in Bandung. Researchers used quantitative descriptive methods and data collection was done through questionnaires, interviews, and literature studies.The results of this research indicate that the band Ansyaf Techno do push strategy, pull, and pass in running marketing public relations. Then the public relations marketing measures used are trade shows, press releases, news letters, advertisements, promotions, merchandises, community activities, and social caring activities. From the data obtained, it can be concluded that public relations marketing activities conducted through push strategy get a score of 64.41% indicates the category agree, and refers to the cross tabulation with 75% of respondents agree with the newsletter. Through pull strategy get score 69,67% indicate category agree, and refer to cross tabulation with 54% of respondents agree with advertisement. Then the last through pass strategy indicates the category agreed with the score of 63%, and refers to the cross tabulation showing 72% of respondents agree on community activities.

Keywords: marketing public relations, indie music, ansyaf techno, push strategy, pull strategy, pass strategy.

Abstrak.“Marketing Public Relations Band Ansyaf Techno dalam Industri Musik Indieâ€. Universitas Islam Bandung. Penelitian ini bertujuan untuk mengetahui marketing public relations yang digunakan oleh band Ansyaf Techno untuk memasarkan bandnya dalam industri musik indie di Bandung. Peneliti menggunakan metode deskriptif kuantitatif dan pengumpulan data dilakukan melalui angket, wawancara, dan studi kepustakaan. Hasil penelitian ini menunjukkan bahwa band Ansyaf Techno melakukan strategi push, pull, dan pass dalam menjalankan marketing public relations. Kemudian alat ukur marketing public relations yang digunakan yaitu trade show, press release, news letter, iklan, promosi, merchandise, kegiatan kemasyarakatan, dan aktivitas kepedulian sosial. Dari data yang didapat, dapat disimpulkan bahwa kegiatan marketing public relations yang dilakukan melalui push mendapatkan skor sebesar 64,41% menunjukkan kategori setuju, dan merujuk pada tabulasi silang dengan 75% responden setuju dengan newsletter. Melalui pull mendapatkan skor 69,67% menunjukkan kategori setuju, dan merujuk pada tabulasi silang dengan 54% responden setuju dengan iklan. Lalu yang terakhir melalui pass menunjukkan kategori setuju dengan skor 63%, dan merujuk pada tabulasi silang menunjukkan 72% responden setuju pada kegiatan kemasyarakatan.

Kata kunci : marketing public relations, musik indie, ansyaf techno, push strategy, pull strategy, pass strategy.