SOCIAL MEDIA STRATEGY AS A DIGITAL MARKETING COMMUNICATION FOR PRAMBORS YOUTH FEST EVENT

ABSTRACT:Music Festival is one of the activities favored by young people. Prambors as a radio station thattargeted to young peoples, and saw an opportunity to make a music festival, named Youth Fest and themed asThe Biggest Karaoke Land in Indonesia, to celebrated their 48th anniversary. In introduced the event, Pramborsused digital promotion strategy using social media such as Youtube, Instagram, Twitter, Facebook, and Line@to promote, as well as interest of followers to become a part of this event; it was succeeded in invited 10.000participants to the event. This research used the CMC Theory to analyze the communication that was builtbetween the organizers and their target audiences. The methodology used was qualitative descriptive with thecase study method through conducting in depth interviews and observation. The results of this research showthat the used of social media as one of the promotion media for Youth Fest 2019 event was effective to reachedthousands of people in providing the informations, and attracted young people.

Keywords-Digital Promotion Strategy, Social Media, CMC Theory, Media Studies