Marketing Communication Strategy for the Dance Musical Performance "Tariakan: The Movement of the Voice of Unity" Through Instagram Social Media @ceritabedahaksama

Abstract

This study analyzes the marketing communication strategy of the dance musical performance "Tariakan: Gerak Suara Persatuan" through Instagram @ceritabedahaksama. The method used is qualitative with a constructivist approach, through in-depth interviews, observation, and documentation. The results of the study indicate that the communication strategy was carried out in a planned manner through consistent communication guidelines, segmentation of the younger generation audience, gradual storytelling, and the use of Instagram features such as Reels, Stories, and collaboration with Key Opinion Leaders. Promotional programs such as early bird, bundling, and giveaways were also implemented. In conclusion, Instagram plays an important role in building public awareness, engagement, and participation. Pierre Lévy's New Media Theory is reflected in the active participation of the audience as prosumers in disseminating the performance's message