Brand Community Idol Group di Indonesia:(Studi kasus pada Fanbase JKT 48 Jogja Fans Club)

Wenny Noor Arifani, Rahayu

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Indonesian audiences are a large number of populations that have been accustomed to consuming music in everyday life. The long list of songs from local and international musicians constantly updated on the stage of Indonesian music scene, making this industry into a land that never stops growing. One of the Indonesian music scene trimmer is JKT48, sister group of Japanese idol group AKB48. Established since 2011, has now become the new idol in Indonesia with a large number of fans and communities across nation. This then makes the researcher wants to know more about the brand community activities in JKT48 fanbase. The definition that researcher use in this study is the definition of a community brand by Muniz and O'Guinn. Formulation of the problem in this research is: how brand community activities undertaken role in fanbase JKT48 Jogja Fans Club. The purpose of this study is, (1) Knowing the existence of the characteristics contained in the Brand Community JKT48 Jogja Fans Club, (2) Know and identify JKT48 in Yogyakarta fanbase Efforts in building brand community, (3) Knowing how fanbase JKT48 in Yogyakarta in maintained their brand community. In the course of this study, researchers found that in addition to the brand community characteristics Correspond to Reviews those given by Muniz and O'Guinn, Also Researchers found that brand community has also influenced by external factors items, namely, 1) Activities media consumption growing niche to be uniform, 2) community JKT48 brand identity Jogja Fan Club was formed in response to the construction of capitalism JKT48 management, 3) Brand Community JKT48 Jogja Fans Club has a high dependence on the virtual community, 4) A system of organization without hierarchy in an effort to maintain the Brand Community, and 5) commercialization Brand Community by members of JKT48 Jogja Fan Club in an effort to build community identity. Keywords: music, community, fans, fan community, the brand community, JKT48

Kata Kunci : Musik - Indonesia