Komunikasi Bisnis melalui Special Event Entertainment (SEE) dalam Membentuk Persepsi Pengunjung
Abstract
Abstract. In the retail industry, Special Events is one of the business communication strategies designed as a medium of interaction to form positive perceptions and increase visitor traffic. This study aims to understand how business communication strategies carried out through Special Event Entertainment (SEE) in shaping visitor perceptions. The perception of visitors in this study refers to the Perception Model of Wakefield and Baker (1998), which assesses the perception of SEE through factors including perceived quality, perceived benefits of participation and the perceived crowd associated with SEE. The research method was carried out qualitatively with a case study approach at Pondok Indah Mall Jakarta. Data collection was carried out by in-depth interviews involving three sources. The data validity technique used triangulation. The results of the research findings indicate that the strategy for the implementation of SEE Pondok Indah Mall (PIM) is designed to communicate PIM's business goals as a family retail shopping center so that it is hoped that visitors who attend and enjoy SEE will have a positive perception of the shopping atmosphere at PIM. The concept of conducting SEE is based on the perception of quality, benefits and excitement of visitors when attending SEE by involving digital media communication channels. It is hoped that the offline SEE event as a communication strategy can accurately and positively shape the perceptions of visitors to Pondok Indah Mall.
Keywords: Business Communications, Special Event Entertainment, communication strategy, Perceived Related Special Event Entertainment.
Abstrak. Dalam industri retail, Special Events menjadi salah satu strategi komunikasi bisnis yang dirancang sebagai media interaksi untuk membentuk persepsi positif dan meningkatkan traffic pengunjung. Penelitian ini bertujuan untuk memahami bagaimana strategi komunikasi bisnis yang dilakukan melalui Special Event Entertainment (SEE) dalam membentuk persepsi pengunjung. Persepsi pengunjung dalam penelitian ini mengacu pada Model persepsi Wakefield dan Baker (1998), yang menilai persepsi SEE melalui faktor-faktor meliputi kualitas yang dirasakan, manfaat partisipasi yang dirasakan dan kerumunan yang dirasakan terkait dengan SEE. Metode penelitian dilakukan secara kualitatif dengan pendekatan studi kasus pada Pondok Indah Mall Jakarta. Pengumpulan data dilakukan dengan wawancara mendalam dengan melibatkan tiga narasumber. Teknik keabsahan data menggunakan triangulasi. Hasil temuan penelitian menunjukkan bahwa strategi penyelenggaraan SEE Pondok Indah Mall (PIM) dirancang untuk dapat mengkomunikasikan tujuan bisnis PIM sebagai pusat perbelanjaan ritel keluarga sehingga diharapkan pengunjung yang hadir dan menikmati SEE akan memiliki persepsi positif tentang atmosfir berbelanja di PIM. Konsep penyelenggaraan SEE didasarkan pada persepsi kualitas, manfaat serta excitement pengunjung ketika menghadiri SEE dengan melibatkan saluran komunikasi media digital diharapkan penyelenggaraan offline event SEE sebagai strategi komunikasi dapat secara tepat dan positif membentuk persepsi pengunjung pondok Indah Mall.
Kata Kunci: Komunikasi Bisnis, Special Event Entertainment, Persepsi terkait Special Event Entertainment.
Keywords
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DOI: http://dx.doi.org/10.29313/.v7i1.27183
