Strategi Sukses K-Pop Memasuki Pasar Musik Mainstream: Bighit Entertainment, BTS, dan ‘Army’
DOI:
https://doi.org/10.38043/jmb.v16i3.2231Keywords:
Differentiation strategies, value chain, marketing 4.0, customer path 5A, K-pop (Korean pop), BTS, BigHit EntertainmentAbstract
ABSTRACT
The purpose of this study is to identify the differentiation strategy of K-pop agency in the digital economic era, as well as the role of fans in their application. The focus of this research is on BigHit Entertainment the agency that manages the current phenomenal K-pop group, namely BTS; as well as the behavior of their fans. This descriptive qualitative research uses secondary data collected from articles and videos related to the agency, the group, and their fans; as well as observational data from social media, like Twitter. This research use Miles and Huberman model of analisys techniques which include data reduction, data presentation, and conclusion drawing. The results of analysis show that BigHit Entertainment applied the strategies of product differentiation, marketing channel differentiation and image differentiation in order to obtain competitive advantage. Those differentiation strategies is in line with the tactical steps of digital marketing that begin with an understanding of consumer behavior, and then continued with human-oriented marketing for brand attractiveness, content marketing for brand recognition, omnichannel marketing for brand commitment, and engagement marketing for brand affinity. During the process of strategy implementation, fans that mostly consist of young people and women played a major role as a good brand advocate and contents distributors.References
Caulfield, K. (2018). BTS Earns First No. 1 Album on Billboard 200 Chart With ‘Love Yourself: Tear’. (Artikel elektronik Billboard). Diambil dari https://www.billboard.com/articles/columns/chart-beat/8458036/bts-earns-first-no-1-album-billboard-200-chart-love-yourself-tear.
D. Kim. (2019). BTS Doubles Previous Record With Stock Pre-Orders For “Map of the Soul: Persona”. (Artikel elektronik Soompi). Diambil dari https://www.soompi.com/article/1316828wpp/bts-doubles-previous-record-with-stock-pre-orders-for-map-of-the-soul-persona.
Darma, G.S. (2018). Seuntai Pesan, Menjawab Zaman. Indonesia: Pustaka Larasan Press.
Darma, G.S. (2019). Kacamata Media, Kesuksesan Bersyarat. Indonesia: Pustaka Larasan Press.
Darma, G.S., Apollo, A., Rusmanda, G., and Umar, Y. (2019). Digital Education 4.0. Indonesia: Cakra Media Utama Press.
Dewi, M.V.K., and Darma, G.S. (2019). The Role of Marketing & Competitive Intelligence In Industrial Revolution 4.0, Jurnal Manajemen & Bisnis, 16 (1): 1-12.
Dewi, M.V.K., and Darma, G.S. (2019). The Role of Marketing & Competitive Intelligence In Industrial Revolution 4.0, Jurnal Manajemen & Bisnis, 16 (1): 1-12.
Firmansyah, M.A. (2018). Prilaku Konsumen Sikap dan Pemasaran. Deepublish.
Handika, M.R., Maradona, A.F., and Darma, G.S. (2018). Strategi Pemasaran Bisnis Kuliner Menggunakan Influencer Melalui Media Sosial, Jurnal Manajemen & Bisnis, 15 (2): 188-199.
Herman, T. (2018). BTS’s Label, Big Hit Entertainment, Saw huge Gains In 2017. (Artikel elektronik Forbes). Diambil dari https://www.forbes.com/sites/ tamarherman/2018/03/22/bts-label-big-hit-entertainment-more-than-doubled-its-revenue-in-2017/#44b51efb3d31.
Hoffman, N.P. (2000). An Examination of the “Sustainable Competitive Advantage” Concept: Past, Present, and Future, Academy of Marketing Science Review, 2000 (4).
Kanten, I.K., and Darma, G.S. (2017). Consumer Behaviour, Marketing Strategy, Customer Satisfaction, and Business Performance, Jurnal Manajemen & Bisnis, 14 (2): 143-165.
Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Bergerak Dari Tradisional Ke Digital. Jakarta: PT Gramedia Pustaka Utama.
Kartajaya, H. (2007). Hermawan Kertajaya On Differentiation – Seri 9 Elemen Marketing. PT. Mizan Pustaka.
Krisnamurti, M.B., and Darma, G.S. (2015). Strategi Diferensiasi Produk dan Jasa di Industri Digital Printing, Jurnal Manajemen & Bisnis, 12 (1): 122-139.
Kong, H.Y. (2016). The Globaliszation of K-pop: The Interplay of External and Internal Forces. (Jurnal elektronik). Diunduh dari https://opus.hs-furtwangen.de/frontdoor/index/index/docId/1294.
Kotler, P. (2002). Manajemen Pemasaran, Jilid 1, Edisi Milenium. Jakarta: Prehallindo.
Lie, J. (2012). What is the K in K-pop? South Korean Popular Music, the Culture Industry, and National Identity. (Jurnal elektronik). Diunduh dari https://www.tobiashubinette.se/hallyu_1.pdf.
Messerlin, P.A., & Shin, W. (2013). The K-pop Wave: An Economic Analysis. (Jurnal elektronik). Diunduh dari https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2294712.
Ming, C. (2017). How K-pop Made a Breakthrough in The US in 2017. (Artikel elektronik CNBC). Diambil dari https://www.cnbc.com/2017/12/29/bts-and-big-hit-entertainment-how-k-pop-broke-through-in-the-us.html.
Negus, K. (2015). The South Korean Music Industry: A Literature Review. CREATe Working Paper Series. (Jurnal elektronik). Diunduh dari https://www.create.ac.uk/publications/the-south-korean-music-industry-a-literature-review/.
Oh, I., & Lee, Hyo-Jung. (2014). K-pop in Korea: How the Pop Music Industry Is Changing a Post-Development Society. (Jurnal elektronik). Diunduh dari https://muse.jhu.edu/article/548545/figure/fig02.
Oh, I., & Park, Gil-sung. (2012). From B2C to B2B: Selling Korean Pop Music in the Age of New Social Media. (Jurnal elektronik). Diunduh dari http://www.tobiashubinette.se/hallyu_2.pdf.
Oh, I. (2013). The Globalization of K-pop: Korea’s Place in the Global Music Industry. (Jurnal elektonik). Diunduh dari https://www.academia.edu/4732546/The_Globalization_of_K-pop_Koreas_Place_in_the_Global_Music_Industry.
Parc, J., Messerlin, P., & Moon, Hwy-Chang. (2016). The Secret to the Success of K-pop: The Benefits of Well-Balanced Copyrights. (Jurnal elektronik). Diunduh dari https://ecipe.org/publications/secret-success-k-pop-benefits-well-balanced-copyrights/.
Park, Gil-sung. (2013). Manufacturing Creativity: Production, Performance, and Dissemination of K-pop, Korea Journal, 53 (4): 14-33.
Pearce II, J.A., & Robinson, Jr., Richard B. (2008). Manajemen Strategis: Formulasi, Implementasi, dan Pengendalian. Edisi 10. Diterjemahkan oleh: Yanivi Bachtiar & Christine. Jakarta: Salemba Empat.
Pranata, I.M.A., and Darma, G.S. (2014). Strategi Penerapan E-Commerce Dalam Meningkatkan Keunggulan Bersaing, Jurnal Manajemen & Bisnis, 11 (1): 69-81.
Raco, J.R. (2010). Metode Penelitian Kualitatif – Jenis, Karakteristik, dan Keunggulannya. Jakarta: PT Grasindo.
Romano, A. (2018). BTS, the band that changed K-pop, explainded: The key to BTS's success: emotional resonance, sincerity, and an ARMY of fans. (Artikel elektronik Vox.). Diambil dari https://www.vox.com/culture/2018/6/13/17426350/bts-history-members-explained.
Sabri, E.H., & Shaikh, S.N. (2010). Lean and Agile Value Chain Management: A Guide to The Next Level of Improvement. J. Ross Publishing.
Saefulloh, D.A., and Darma, G.S. (2014). Strategi Marketing Wisata Wedding Sebagai Destinasi Alternatif, Jurnal Manajemen & Bisnis, 11 (1): 17-34.
Sin, B. (2018). Inside the K-pop Hit Machine: How South Korea’s Music Industry Has Gone Global. (Artikel elektronik SCMP). Diambil dari https://www.scmp.com/culture/music/article/2139864/inside-k-pop-hit-machine-how-south-koreas-music-industry-has-gone.
Sugiyono. (2017). Metode Penelitian Kualitatif. Cetakan Ke-3. Bandung: Alfabeta.
Sung-mi, A. (2018). BTS’ label Big Hit likely to break through W2tr market cap. (Artikel elektronik The Investor). Diambil dari http://www.theinvestor.co.kr/view.php?ud=20180529000682.
Youngdae, K. (2019). BTS The Review: A comprehensive Look at the Music of BTS. Edisi Pertama. Diterjemahkan oleh: H.J. Chung. Korea. RH Korea Co., Ltd.
