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Bab I Pendahuluan BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian 1.1.1 Sejarah BTS The Wings Tour BTS (방탄소년단 / Bangtan Sonyeondan / Beyond The Scene) merupakan Idol grup Korea Selatan beranggotakan 7 orang yang terdiri dari RM, Jin, Suga, J-Hope, Jimin, V, dan Jungkook. BTS merupakan boygroup asuhan Big Hit Entertaiment. Mereka melakukan debut pertama kali dengan menggelar showcase di Korea Selatan pada tanggal 12 Juni 2013 dan melakukan debut keesokan harinya pada program musik MNET M!Coundown dengan lagu debut “No More Dream”. Pada tanggal 9 Juli 2013 BTS resmi mengumumkan nama fansclub yang bernama A.R.M.Y (Adroable Representative MC for Youth). BTS mulai menggelar konser perdana mereka pada tahun 2014 bertajuk BTS 2014 Live Trilogy: Episode II The Red Bullet yang diselenggarakan di Ax Korea. Konser tersebut berlanjut dengan seri ketiga yaitu 2017 BTS Live Trilogy Episode III : The Wings Tour yang diawali pada 18 Februari 2017 di Gocheok Sky Dome dan berakhir pada 10 Desember 2017 ditempat yang sama. Dalam tur tersebut, BTS menyanyikan semua lagu pada album baru mereka “Wings” dan beberapa lagu pada album sebelumnya. BTS telah menyelenggarakan konser 2017 BTS Live Trilogy Episode III : The Wings Tour dengan total 40 konser di 12 negara di dunia dalam jangka waktu 11 bulan. 1.1.2 Logo BTS The Wings Tour Logo 2017 BTS Live Trilogy Episode III : The Wings Tour dapat dilihat pada gambar 1.1 berikut ini. Gambar 1.1 Logo 2017 BTS Live Trilogy Episode III : The Wings Tour Sumber : commons.wikimedia.org (diakses pada 20 September 2017) 1 1.1.3 The Wings Tour in Jakarta Konser The Wings Tour merupakan konser yang berkesan bagi para International A.R.M.Y (sebutan bagi fans yang bukan warga Korea Selatan), karena untuk pertama kalinya BTS dapat menyapa fans luar Korea Selatan dengan menggelar konser di 3 Benua yaitu Asia, Amerika, dan Australia. IME Indonesia selaku pihak promotor mulai mengumumkan jadwal konser pada bulan Maret 2017 dan memberikan informasi mengenai harga tiket satu bulan kemudian. The Wings Tour in Jakarta dilaksanakan di Indonesia Convention Exhibition (ICE) pada tanggal 29 April 2017. Harga tiket dijual mulai dari Rp. 1.000.000,00 hingga Rp. 3.000.000,00. Tiket tersebut terbagi kedalam lima kategori yaitu yellow, blue, purple, green, dan red. Kategori green dan purple terdapat benefit berupa fast track yaitu penonton diperbolehkan masuk lebih dulu dibanding penonton yang lain dengan porsi untuk purple zone sebanyak 1000 penonton dan green zone sebanyak 600 penonton. Untuk kategori red, benefit yang didapatkan yaitu sebanyak 2000 orang akan mendapatkan fast track dan 500 orang dapat melihat BTS ketika melakukan soundcheck. Pada gambar 1.2 menggambarkan seatplan dan harga tiket untuk 2017 BTS Live Trilogy Episode III : The Wings Tour in Jakarta. Gambar 1.2 Seatplan The Wings Tour in Jakarta Sumber : https://id-id.facebook.com/imeindonesia (diakses pada 20 September 2017) 2 A.R.M.Y di Indonesia yang kebanyakan terdiri dari kalangan remaja sangat antusias mendengar kabar bahwa BTS akan menggelar konser di Indonesia. Hal tersebut dibuktikan saat pembelian tiket yang dilakukan secara online mulai dibuka. Kurang dari satu jam tiket konser BTS sudah habis terjual, bahkan masih banyak para A.R.M.Y yang harus rela tidak mendapatkan tiket. Pada saat penjualan tiket, website resmi penjualan tiket sempat mengalami kerusakan yang diakibatkan oleh banyaknya kunjungan pada website tersebut secara bersamaan. Antusias fans juga dilihat dari semangatnya para fans yang sudah mulai berdatangan ke area gedung konser sejak dini hari. Pada gambar 1.3 dapat dilihat poster konser BTS Wings Tour yang khusus digunakan saat konser di Jakarta berlangsung. Gambar 1.3 2017 BTS Live Trilogy Episode III : The Wings Tour in Jakarta Sumber : Logo 2017 BTS Live Trilogy Episode III : The Wings Tour (diakses pada 20 September 2017) Pada konser The Wings Tour in Jakarta, BTS menyapa penggemar yang hadir dengan menyanyikan total 28 lagu. Tak hanya menikmati penampilan artis yang tampil di konser tersebut, penonton yang hadir dengan kompak membuat beberapa project yang sengaja dibuat khusus untuk BTS. Project tersebut berupa membuat Ocean lightstick HYYH Anniversary, menyanyikan fanchant special saat BTS menyanyikan lagu 2!3!, pengangkatan mawar kuning dan hand banner, juga membuat project Be Clean A.R.M.Y dengan menyiapkan plastik sampah untuk membersihkan area konser setelah acara berlangsung. 3 1.2 Latar Belakang Masalah Dalam kehidupan, manusia adalah makhluk yang membutuhkan interaksi dan pengakuan. Salah satu media yang paling efektif bagi manusia untuk melakukan interaksi dengan manusia lain adalah dengan menggunakan hiburan (Fakta unik mengapa anda butuh hiburan, 2014). Hiburan dapat dilakukan dengan banyak cara, seperti mendengarkan musik, menonton televisi, memonton pertunjukan, dan lain sebagainya. Di Indonesia, pertunjukan musik atau konser diminati oleh banyak orang termasuk kalangan muda. Banyak manfaat yang bisa didapatkan dari menonton konser seperti bisa mendapatkan teman baru, mendapatkan pengalaman baru, dapat membuat tubuh kembali bersemangat, serta dapat meningkatkan kepuasan dalam hidup (Manfaat menonton konser, 2016) Musik merupakan bagian dari hidup seseorang. Tanpa musik dunia sepi, hampa dan monoton. Mendengarkan musik seseorang dapat merelaksasikan hati serta menstimulasi pikiran manusia sebagai pemeran cerita kehidupan. Dengan mendengarkan musik, menghayati dan menikmatinya dapat membuat aktivitas yang menyenangkan dan dapat membuat seseorang merasa nyaman (Hidayati, 2016). Konser musik sangat populer di Indonesia, banyaknya artis luar negeri sengaja datang untuk mengadakan konser di Indonesia membuktikan bahwa banyaknya penggemar di Indonesia untuk menyaksikan konser tersebut. Sebagai seorang penggemar, menonton konser idolanya merupakan hal yang harus dilakukan. Kecintaan penggemar terhadap seorang idola menjadikan seorang penggemar termotivasi menonton sebuah konser, mereka dapat melakukan apapun untuk bertemu dengan idolanya. Mereka rela antri dari pagi bahkan begadang semalam demi mendapatkan tiket konser idola mereka (Wardoyo, 2017). Motivasi menurut Santoso dan Purwanti (2013) adalah suatu penggerak atau dorongan dalam diri seseorang untuk melakukan dan mencapai suatu tujuan. Sedangkan Kotler dan Keller (2012) menyatakan motivasi merupakan sesuatu yang terdapat dari dalam diri seseorang untuk berperilaku dan mengambil tindakan sesuai yang diinginkan oleh orang tersebut. Dari definisi tersebut dapat disimpulkan motivasi konsumen merupakan dorongan pada diri seseorang untuk melakukan sesuatu agar tercapai tujuannya sesuai yang diinginkan. Seorang penggemar akan melakukan apa saja hanya untuk melihat idola mereka, termasuk menonton konser. Ada banyak kendala ketika seorang penggemar 4 ingin menonton konser, seperti dana yang kurang, lokasi konser yang sangat jauh, dan sebagainya. Walaupun terdapat beberapa kendala, seorang penggemar sejati akan melakukan apa saja untuk bertemu idola mereka. Menghadiri konser musik dipengaruhi oleh motivasi seseorang untuk memenuhi kebutuhan yang diinginkan. (Kulczynski, Baxter, Young, 2016 :241). Menurut Kotler dan Keller (2012) terdapat beberapa faktor yang memotivasi seseorang melakukan sesuatu, yaitu dorongan kebutuhan untuk memiliki produk, dorongan kebutuhan akan menggunakan produk, dorongan untuk menunjang penampilan, dorongan akan tren yang sedang terjadi di lingkungan sosial dan dorongan kegemaran akan suatu produk. Sedangkan menurut Engel, Blackwell, dan miniard (2001) dalam Silva (2017) faktor motivasi konsumen terdiri dari produk, harga, pelayanan, dan lokasi. Di Indonesia, sebanyak 20 konser tunggal para artis dalam dan luar negeri telah dilaksanakan mulai Januari 2017 hingga Juli 2017 data tersebut dapat dilihat pada tabel 1.1 berikut ini. Tabel 1.1 Daftar Konser Tunggal di Indonesia Konser Tunggal Tanggal Tempat Pelaksanaan Bryan Adams 16 Januari 2017 Grand Ballroom The Ritz-Carlton Sheila On 7 27 Januari 2017 Empirica SCBD – Jakarta After Hours Music: NAIF 3 Februari 2017 Empirica SCBD – Jakarta Celebration Of Love Feat Java 17 Februari 2017 Grand Ballroom Hotel Jive Bidakara Grand Savoy Homann – Bandung Andaikan Koes Plus Datang 4 Februari 2017 Balai Sarbini – Jakarta Kembali Warpaint Live in Jakarta 17 Februari 2017 Parkir Selatan Senayan The Moffatts Farewell Tour 19-20 Februari Hard Rock Café, Jakarta 2017 It's Me BCL Concert 01 Maret 2017 Jakarta Convention Center Air Supply 40th Anniversary 03 Maret 2017 The Kasablanka Hall Celebration Of Love SHANE FILAN – Right Here 14 Mar 2017 The Hall Senayan City (Bersambung) 5 Tabel 1.1(Sambungan) Konser Tunggal Tanggal Tempat Pelaksanaan RnB Hype Night with Sean 16 Mar 2017 Southbank Club , Kingston Bandung ROSSA The Journey Of 21 13 April 2017 JCC Plenary Hall Dazzling Years Senayan – Jakarta Wings Tour : BTS 2017 Trilogy 29 April 2017 Indonesia Convention III Exhibition Live In Concert NIDJI - Arti 05 Mei 2017 Balai Kartini – Jakarta Sahabat Hammersonnic 7 Mei 2017 Ecopark Ancol Pitbull – Climate Change Tour 14 Mei 2017 JIExpo Kemayoran Dawin – Live at The Pallas 20 Mei 2017 The Pallas, SCBD, Jakarta Boyzlife 21 Mei 2017 Hotel Sultan Jakarta Between Us 2017 CN Blue Tour 15 Juli 2017 Indonesia Convention Exhibition Banks Live in Jakarta 15 Juli 2017 The Establishment, Lot 6 SCBD Sumber : creativedisc.com dan dapurhelena.com (diakses 20 September 2017) Dari semua konser yang tercatat, tempat konser yang memiliki tempat yang cukup luas yaitu ICE BSD, JIExpo, dan JCC. ICE BSD memiliki total luas ruangan yang cukup besar yaitu 66.000
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