Taqiyya, Haura Shafwa (2025) Analyzing The Effectiveness Of Taylor Swift’s Marketing Channels For The Eras Tour: A Focus On Celebrity Endorsement And Digital Storystelling Strategy For Indonesian Market. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan untuk memahami lebih dalam tentang efektivitas dan keberhasilan strategi pemasaran Taylor Swift dalam pertunjukan Eras Tour. Secara khusus, penelitian ini meneliti pentingnya celebrity endorsement dan digital storytelling, serta apakah strategi tersebut berhasil di pasar Indonesia. Selain itu, penelitian ini juga membahas bagaimana pengaruh strategi pemasaran ini dalam menarik konsumen untuk membeli tiket serta sejauh mana strategi digital storytelling dapat diterima oleh audiens. Penelitian ini menggunakan desain penelitian kualitatif yang menggabungkan data kuantitatif dan kualitatif untuk memperoleh pemahaman mendalam tentang strategi pemasaran tersebut. Metode yang digunakan mencakup wawancara mendalam serta analisis temuan dari media sosial sang penyanyi untuk mengumpulkan pengalaman responden dan memahami inovasi terbaru dalam konten pemasaran. Studi ini memiliki signifikansi dalam menegaskan kembali pentingnya penggunaan selebriti lokal untuk menarik minat konsumen di pasar Indonesia serta perlunya menyesuaikan digital storytelling dengan sektor target. Hasil penelitian ini diharapkan dapat meningkatkan komunikasi dan gaya konten yang sesuai dengan tren budaya serta strategi pemasaran yang dapat diterima. Penelitian ini juga dapat memberikan dampak positif dalam meningkatkan efektivitas celebrity endorsement dan strategi pemasaran berbasis digital storytelling di industri musik dan budaya, agar lebih efektif, sesuai dengan tren budaya yang dapat diterima, dan memenuhi segmen pasar demografis yang ditargetkan. Secara umum, penelitian ini dapat memberikan kontribusi berharga dalam pengembangan strategi pemasaran serta memperkaya pengalaman penggemar terhadap harga tiket di pasar Indonesia.
Kata Kunci: Taylor Swift, Eras Tour, strategi pemasaran, celebrity endorsement, digital storytelling, pemasaran media sosial, tren budaya, pengalaman penggemar.
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The study aimed to cover and understand more about the effectiveness and success of Taylor Swift’s marketing strategies in the Eras tour show. The study specifically examined the importance of celebrity endorsement and digital storytelling and whether these have succeeded to in the Indonesian market. Even, the study covers how the influence of the marketing strategies has attracted consumers to tickets and how much of them resonated with the digital storytelling strategy. This research adopted a qualitative research design that contained both quantitative and qualitative data to obtain a deep understanding of the marketing strategies. The research design used in-depth interviews interview and analyse the song queen social media findings to garner experience from the respondents and understand the new innovation of the marketing content. The study had some significance importance in re-emphasizing the need to employ local demographic celebrities to attract consumer interest from the Indonesian market and digital storytelling to be matched with the target sectors. This research goes a long way to improve the communication and the style of content emerge that align with the one cultural trends and acceptable strategic forms. The study may have a positive effect to improve the effectiveness of celebrity endorsement and digital storytelling marketing strategies in music and culture more effective and reach the standard, acceptable cultural trends, and meet the demographic market segments. Generally, it can have achievement output that can add-value towards a bigger need for marketing strategies and prove the experience of fan on ticket pieces in the Indonesian market.
Keywords: Taylor Swift, Eras Tour, marketing strategies, celebrity endorsement, digital storytelling, social media marketing, cultural trends, fan experience.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Taylor Swift, Eras Tour, marketing strategies, strategi pemasaran, celebrity endorsement, digital storytelling, pemasaran media sosial, social media marketing, tren budaya, cultural trends, pengalaman penggemar, fan experience. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Haura Shafwa Taqiyya |
| Date Deposited: | 31 Jan 2025 07:28 |
| Last Modified: | 31 Jan 2025 07:28 |
| URI: | http://repository.its.ac.id/id/eprint/117502 |
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