Pendekatan Komunikasi Pemasaran Digital oleh Komunitas Fandom SBT Enhypen di Platform X

Ni Kadek Wulan Widyaswari; Ni Putu Yunita Anggreswari; Nuning Indah Pratiwi; Sahri Aflah Ramadiansyah

doi:10.55681/sentri.v4i10.4779

Authors

Ni Kadek Wulan Widyaswari Universitas Pendidikan Nasional
Ni Putu Yunita Anggreswari Universitas Pendidikan Nasional
Nuning Indah Pratiwi Universitas Pendidikan Nasional
Sahri Aflah Ramadiansyah Universitas Pendidikan Nasional

DOI:

https://doi.org/10.55681/sentri.v4i10.4779

Keywords:

digital marketing communication, fandom, Enhypen, social media, K-Pop merchandise

Abstract

This study aims to analyze the digital marketing communication strategies of the SBT Enhypen fandom community in promoting K-Pop merchandise through the X platform (formerly Twitter). As part of the global K-Pop culture, fandoms have become active agents of digital marketing, transforming fan participation into a form of collective consumption and brand advocacy. Using a theoretical study approach, this research explores how communication strategies on social media—particularly on X—serve to build awareness, engagement, and loyalty among fans. The analysis draws upon concepts of digital marketing communication, the promotion mix, and the AIDA model. The findings reveal that fandom-based digital marketing employs a combination of interactive communication, emotional attachment, and cultural identity narratives to drive consumption behavior. Moreover, the SBT Enhypen community illustrates how user-generated content, hashtags, and real-time interactions can function as powerful tools for product dissemination and fan mobilization. In conclusion, digital marketing communication within fandoms not only contributes to product promotion but also reinforces the cultural ecosystem of participatory media in contemporary pop culture.

Downloads

Download data is not yet available.

References

Abaev, A., Sharkov, F., & Aleshnikova, V. (2020). The application of digital marketing technologies for improvement of customer communications (pp. 873–880). Springer, Cham. https://doi.org/10.1007/978-3-030-59126-7_97

Assauri, S. (2010). Manajemen pemasaran: Dasar, konsep dan strategi. RajaGrafindo Persada.

Galuszka, P. (2015). New economy of fandom. Popular Music and Society, 38(1), 25–43. https://doi.org/10.1080/03007766.2014.974325

Georgescu, M., & Popescul, D. (2015). Social media – The new paradigm of collaboration and communication for business environment. Procedia Economics and Finance, 20, 277–282. https://doi.org/10.1016/S2212-5671(15)00075-1

Гуменна, О., & Roienko, A. (2025). Current trends in digital communications in the structure of a company’s marketing strategy management. Empirio, 2(2), 68–77. https://doi.org/10.18523/3041-1718.2025.2.2.68-77

Kotler, P., & Armstrong, G. (1997). Principles of marketing (7th ed.). Prentice Hall.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.

Lewis, E. S. (1898). Financial advertising. The Book-Keeper Press.

Lin, C. J. (2024). Research on brand emotional communication marketing strategy. Frontiers in Business, Economics and Management, 15(3), 165–167. https://doi.org/10.54097/5x9tk167

Mawardha, M. S., & Purnamasari, O. D. (2022). Aktivitas komunikasi pemasaran terpadu di akun fanbase Twitter Official 7BTS Update sebagai sarana loyalitas terhadap boyband BTS. Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis, 6(2), 183–197. https://doi.org/10.24853/pk.6.2.183-197

Okditazeini, V. (2024). Fandom digital sebagai digital labour: Antara prosumer dan eksploitasi kapitalis. Jurnal Komunikasi, Masyarakat dan Keamanan, 5(2), 130–149. https://doi.org/10.31599/wz2y9h55

Patil, S. K., & Narasagondar, M. (2024). The effectiveness of influencer marketing in brand promotion. ShodhKosh Journal of Visual and Performing Arts, 5(3). https://doi.org/10.29121/shodhkosh.v5.i3.2024.4684

Putri, A., & Mihardja, E. J. (2025). Weverse sebagai media komunikasi fan-idol: Studi peran platform dalam membangun hubungan emosional antara ENHYPEN dan fans. Jurnal Pengabdian Masyarakat dan Riset Pendidikan, 4(1). https://doi.org/10.31004/jerkin.v4i1.2229

Roihan, A., Suhadah, S., & Sukarta, S. (2025). The role of digital communication via X in increasing tourist visits to the Mandalika area, Central Lombok Regency. Journal La Sociale, 6(5), 1446–1458. https://doi.org/10.37899/journal-la-sociale.v6i5.2240

Shimp, T. A. (2003). Advertising, promotion, and supplemental aspects of integrated marketing communications (6th ed.). Thomson South-Western.