PENGARUH MARKETING PUBLIC RELATIONS TOOLS TERHADAP MUSIC BRANDING ROCKET ROCKERS (Sensus Terhadap Anggota Komunitas Soundcloud Bandung)

Herlia, Ayu Sara (2015) PENGARUH MARKETING PUBLIC RELATIONS TOOLS TERHADAP MUSIC BRANDING ROCKET ROCKERS (Sensus Terhadap Anggota Komunitas Soundcloud Bandung). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Saat ini Indonesia merupakan negara ke-3 di dunia dengan tingkat pertumbuhan ekonomi terbesar yang didukung dengan kemajuan perindustrian nya.Diantara berbagai jenis industri yang ada di Indonesia, industri musik menjadi bagian dari ekonomi kreatif sebagai ‘anak baru’ yang banyak dibicarakan. Salah satu musisi yang ada di industri musik indonesia adalah Rocket Rockers, sebuah grup band dari Bandung yang telah terjun ke industri musik independent indonesia selama 15 tahun. Dalam mempromosikan Rocket Rockers, manajemen nya melakukan beberapa kegiatan marketing public relations tools yang diharapkan membuat music brandingRocket Rockers di mata masyarakat makin kuat sehingga Rocket Rockers bisa menjadi pemimpin di pangsa pasar band indiedan tetap bertahan ditengah kemunculan pendatang baru. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh marketing public relations tools terhadap music branding Rocket Rockers. Penelitian ini akan meneliti dua variabel yaitu marketing public relations tools sebagai variabel variabel bebas dan music brandingsebagai variabel terikat. Penelitian ini menggunakan metode deskriptif dan verifikatif. Sensus dilakukan pada seluruh anggota komunitas Soundcloud Bandung yang berjumlah 98 orang. Teknik analisis yang digunakan adalah koefisien korelasi Pearson Product Moment dan analisis regresi linier sederhana. Hasil penelitian menunjukan bahwa marketing public relations tools Rocket Rockers berada pada kategori sedang, sedangkan music branding Rocket Rockers berapa pada kategori tinggi. Hasil perhitungan korelasi menunjukan adanya hubungan dengan tingkat tinggi atau signifikan antara marketing public relations toolsdan music branding Rocket Rockers. Besarnya pengaruh marketing public relations tools terhadap music branding adalah sebesar 61,6%, sedangkan sisanya sebesar 38,4% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. ---------- Indonesia is the world's third largest country in terms of economic growth, supported by its growing industries. And music industry is the new comer in creative economy industry, which is getting more popularity. One of the musicians in Indonesia's music industry is Rocket Rockers, a band based in Bandung that has been existing for 15 years. The band's management promotion including some marketing public relations tools activities, aiming to strengthen Rocket Rockers' music branding and to make it the leader in independent band market share and to manage its presence in the midst of mushrooming newcomers. This study aims to determine how much the influence of marketing public relations tools toward the music branding of Rocket Rockers. This study will examine two variables, marketing public relations tools as an independent variable and music branding as a dependent variable. This study uses descriptive and verification method, through a census to all the members of Soundcloud Bandung Community. The analysis technique for the result is the Pearson product moment correlation coefficient and simple linear regression analysis. The result showed that marketing public relations tools of Rocket Rockers was in the middle category, meanwhile the music branding of Rocket Rockers was at the high category. Correlation calculation result showed an association with high levels or significantly between marketing public relations tools and music branding of Rocket Rockers. The amount of marketing public relations tools influence to Rocket Rocker’s music branding is 61,6% meanwhile the remainder is equal to 38,4% influenced by other factors or variables that are not investigated.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S PEM HER p-2015; Pembimbing: I. Vanessa Gaffar
Uncontrolled Keywords: marketing, public, relation, music, band, industri, musik
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HT Communities. Classes. Races
M Music and Books on Music > M Music
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr. Tri Agung
Date Deposited: 16 Aug 2016 04:19
Last Modified: 16 Aug 2016 04:19
URI: http://repository.upi.edu/id/eprint/21261

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