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47 BAB IV GAMBARAN UMUM OBJEK PENELITIAN Dalam Penelitian Ini Ada Beberapa Objek Penelitian Dan Penjelasan Mengenai Beberapa

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47 BAB IV GAMBARAN UMUM OBJEK PENELITIAN Dalam Penelitian Ini Ada Beberapa Objek Penelitian Dan Penjelasan Mengenai Beberapa BAB IV GAMBARAN UMUM OBJEK PENELITIAN Dalam penelitian ini ada beberapa objek penelitian dan penjelasan mengenai beberapa variabel didalamnya, sebagaimana dijelaskan dibawah ini : 4.1 Komunitas 17 Carat Malang Gambar 3: 4.1 Logo Komunitas 17 Carat Malang Komunitas 17 Carat Malang adalah komunitas fanbase (penggemar) dari boyband korea yang bernama seventeen. Komunitas ini telah aktif melakukan kegiatan sejak tahun 2015. Baik itu membuat event birthday party member boyband nya maupun event lomba. 4.1.1 Kegiatan Komunitas Seventeen Carat Malang telah melakukan banyak kegiatan rutin yang biasanya mereka lakukan adalah gathering untuk mempererat silahturahmi antar anggota komunitas, disisi sosial mereka melakukan penggalangan dana untuk beberapa lembaga sosial. 47 Gambar 4 4.1.1 Kegiatan Komunitas 17 Carat Malang Di tahun 2017, 17 Carat Malang melakukan penggalangan dana untuk UNICEF dengan tujuan untuk mengajak semua orang baik dalam keanggotaan komunitas maupun masyarakat luar mau membantu saudara-saudara yang.membutuhkan.bantuan.baik secara materi maupun non materi. Gambar 5 : 4.1.2 Plakat 17 Carat Malang Selain itu banyak event yang pernah mereka gelar, diantaranya event birthday party, lomba dance K-POP. Gambar 6 : 4.1.1 Event 17 Carat Malang 48 4.2 Blackpink Gambar 7 : 4.2 Girlband Blackpink BlackPink atau blλɔkpiиk,adalah girl grup Korea Selatan yang dibentuk tahun 2016 oleh YG Entertainment Grup ini terdiri dari empat orang:Jisoo, Jennie, Rosé dan Lisa Keempatnya secara resmi debut pada 8 Agustus 2016 dengan album singel mereka , Square One Dengan persiapan promosi debut yang telah dimulai pada 2012,YG Entertainment mengungkapkan formasi akhir dan nama grup pada 29 Juni 2016 Blackpink debut pada tahun 2016 sebagai girl grup pertama dari YG Entertainment sejak tujuh tahun terakhir Mereka debut dengan singel album Square One pada 8 Agustus 2016 "Boombayah" diproduksi oleh Teddy Park dan ditulis bersama dengan Bekuh BOOM Dan musik video disutradarai oleh Seo Hyun-seung Lagu utama yang kedua,"Whistle" yang diproduksi oleh Teddy Park dan Future Bounce,dan ditulis oleh Teddy Park dan Bekuh BOOM Singel debut mereka menduduki peringkat pertama di tangga lagu Billboard World Digital Songs, yang ketiga setelah PSY dan Bigbang "Whistle" memuncaki tangga lagu digital,download, streaming dan mobile di Gaon Chart untuk bulan Agustus 2016 Penampilan perdana mereka di program musik ditayangkan pada 49 14 Agustus 2016 di SBS Inkigayo Kemenangan mereka di Inkigayo yang ditayangkan pada 21 Agustus 2016, memecahkan rekor untuk girl grup tercepat yang memenangkan program musik setelah debut (14 hari) Blackpink mengakhiri promosi untuk Square One pada 11 September 2016 dengan kemenangan diBlackpink merilis singel album kedua Square Two dengan lagu utama "Playing with Fire"dan"Stay" pada 1 November 2016 Mereka menampilkan panggung comeback di SBS Inkigayo pada 6 November dan di Mnet M!'Countdown pada 10 November 2016 "Playing with Fire" adalah lagu kedua mereka yang menempati peringkat pertama di Billboards World Digital Songs Charts. 4.3 Shopee Gambar 8 : 4 2 Logo Shopee Shopee adalah platform perdagangan elektronik yang berkantor pusat di Singapura dibawah SEA Group (sebelumnya dikenal sebagai Garena), yang didirikan pada 2009 oleh Forrest Li Shopee pertama kali diluncurkan di Singapura pada tahun 2015, dan sejak itu memperluas jangkauannya ke Malaysia, Thailand, Taiwan, Indonesia, Vietnam, dan Filipina Karena elemen mobile yang dibangun sesuai konsep perdagangan elektronik global, Shopee menjadi salah satu dari "5 startup e-commerce yang paling disruptif" yang diterbitkan oleh Tech In Asia 50 Shopee sendiri dipimpin oleh Chris Feng Chris Feng adalah salah satu mantan pegiat Rocket Internet yang pernah mengepalai Zalora dan Lazada Pada tahun 2015, Shopee pertamakali diluncurkan di Singapura sebagai pasar mobile-sentris sosial pertama dimana pengguna dapat menjelajahi, berbelanja, dan menjual kapan saja Terintegrasi dengan dukungan logistik dan pembayaran yang bertujuan untuk membuat belanja online mudah dan aman bagi penjual dan pembeli Setelah itu Shopee yang berpusat di Singapura,melakukan ekspansi ke negara ASEAN lain dan membuka Shopee Indonesia, Shopee Malaysia,Shopee Thailand,Shopee Taiwan,ShopeeVietnam dan Shopee Filipina Shopee pertama kali dimulai sebagai pasar pelanggan untuk pelanggan (C2C) tetapi telah beralih ke model hibrid C2C dan Bisnis untuk Pelanggan (B2C) semenjak meluncurkan Shopee Mall yang merupakan platform toko daring untuk distribusi brand ternama Demikian pula di kalangan konsumen di Indonesia, survei yang dilakukan pada bulan Desember 2017 oleh The Asian Parent mengungkapkan bahwa “untuk ibu-ibu Indonesia, Shopee adalah platform belanja pilihan pertama (73%), diikuti oleh Tokopedia(54%), Lazada(51%) dan Instagram(50 %). 4.4 Iklan Shopee 4.4.1 Iklan Shopee : Sepedanya Mana ? Sebuah iklan televisi yang menampilkan sosok mirip Presiden Joko Widodo dari salah satu perusahaan e-commerce menerima penghargaan bergengsi di ajang “Bright Awards Indonesia 2017”. Kategori iklan Paling Berkesan The Brightest milik Shopee dengan judul "Sepedanya Mana?" mengungguli 6 nominator iklan sejenis karena mengusung 51 tema kedekatan lokal seorang presiden kepada warganya dengan memberikan sepeda sebagai hadiah. Gambar 9 : 4 4 1 Cuplikan iklan Shopee : Sepedanya Mana ? 4.4.2 Iklan Shopee : Baby Shark Gambar 10 : 4 4 2 Cuplikan Iklan Shopee : Baby Shark Materi Baby Shark pun diyakini Shopee sebagai materi yang tepat untuk menyentuh seluruh pasar di Indonesia usai konten “Shopee: Sepedanya Mana” menuai sukses Keputusan ini diperkuat dengan tindakan mereka dalam menggunakan Brand Ambassador dari kalangan anak muda yang mereka anggap bisa memperkenalkan Shopee secara lebih luas kepada masyarakat Indonesia. 52 Konten pemasaran Baby Shark pun dikemas dengan meng-highlight lirik lagu “di Shopee pi pi pi pi pi pi” sebagai ciri khas yang dapat dengan mudah diingat masyarakat Di YouTube , konten iklan yang baru diluncurkan pada Februari 2018 ini berhasil menarik lebih dari 24 juta penonton per 16 Mei 2018 4.4.3 Iklan Shopee : Blackpink Gambar 11 : 4 4 3 Cuplikan Iklan Shopee : Blackpink Acara perkenalan dilakukan di sela-sela peluncuran Shopee 12 12 Birthday Sale di Sentul Inter•national Convention Cen•ter (SICC), Sentul, Bogor, Jawa Barat. Chief Executive Officer Shopee, Chris Feng mengemukakan, pemilihan Blackpink sebagai Brand Ambassador perusahaan sejalan dengan nilai dan semangat Shopee. Sementara itu dalam merayakan Shopee 12 12 Birthday Sale, Shopee akan secara besarbesaran memberikan berbagai penawaran menarik sebagai tanda terima kasih kepada para pengguna setia,penjual,dan brand- brand. 53 .
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