Perspektif Normatif dalam Manajemen Pemasaran untuk Kampanye Acara Berbasis Media Sosial : Mengonseptualisasikan Strategi, Keterlibatan, dan Nilai Merek

Andi Nursiskawati Siangka, Suwanti Suwanti

Sari


Transformasi lanskap digital menjadikan kampanye acara berbasis media sosial sebagai arena strategis bagi organisasi dalam membangun pengalaman merek yang berkelanjutan. Penelitian ini bertujuan mengembangkan kerangka normatif manajemen pemasaran untuk kampanye acara digital, dengan fokus pada perumusan strategi, konseptualisasi dan pengelolaan keterlibatan pelanggan, serta model nilai merek yang selaras dengan tujuan strategis organisasi. Penelitian menggunakan pendekatan kualitatif-normatif dengan desain deskriptif-eksploratif, berbasis studi dokumentasi dan analisis isi terhadap artikel ilmiah, dokumen kampanye, serta materi acara yang dipublikasikan melalui media sosial oleh organisasi yang beroperasi di Indonesia. Data dianalisis secara tematik untuk mengidentifikasi pola strategi, bentuk engagement, serta konstruksi nilai merek dalam interaksi kampanye. Hasil penelitian menunjukkan, pertama, perlunya kerangka strategi yang menekankan keselarasan tujuan kampanye dengan strategi organisasi, penerapan STP digital, serta orkestrasi konten dan kanal secara terencana. Kedua, keterlibatan pelanggan dipahami sebagai proses ko-konstruksi nilai yang harus dikelola secara normatif di setiap fase kampanye. Ketiga, nilai merek dipandang sebagai akumulasi identitas, relasi, dan reputasi yang dibentuk melalui interaksi digital dan fisik. Temuan ini memiliki implikasi bagi pengembangan teori pemasaran dan praktik manajerial, sekaligus membuka ruang bagi riset lanjutan untuk menguji dan mengoperasionalkan model normatif yang diusulkan.

 

Keywords: Manajemen Pemasaran; Media Sosial; Event Marketing.


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DOI: https://doi.org/10.37531/yume.v9i1.11418

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