Analisis Marketing Strategy JYP Entertainment ke Amerika Serikat: Studi Kasus Album “Ready To Be” Twice 2023
DOI:
https://doi.org/10.35870/jemsi.v12i4.6834Keywords:
Music Industry, Marketing Management, Marketing Mix, Marketing, Standardization and AdaptationAbstract
This study aims to analyze JYP Entertainment’s implementation of music album marketing strategies in entering the U.S. market through the group TWICE. In 2020, according to a Billboard report, JYP Entertainment entered into a strategic partnership with Republic Records. TWICE achieved the highest sales record for a female K-pop idol group and received numerous awards. The research method used in this study is descriptive. Research data was obtained from secondary sources, specifically literature reviews and articles on news portals and official websites, which were then analyzed to answer the research questions. The analysis technique applied is qualitative. The research question in this study focuses on the following: “How does JYP Entertainment’s marketing strategy market TWICE’s ‘Ready To Be 2023’ album to the United States?” To answer the research question, this study uses a framework of standardization and adaptation within the 4Ps of the marketing mix (Product, Place, Promotion, Price). Using the 4P framework, JYP Entertainment demonstrates the implementation of product standardization and adaptation specific to the United States, such as limited-edition products and digital versions, physical album distribution through U.S. platforms, various promotions conducted in the United States—such as the iconic light display on the Empire State Building—and price adjustments accounting for sales tax in each platform.
Downloads
References
Aiazzi, M., & Matricola. (2014). Marketing for the music industry: Defining a viable strategy in a future context. Economia e Gestione delle Arti e delle.
Aisyah, L. W., & Widjajanta, B. (2019). Promotion mix solusi untuk meningkatkan keputusan pembelian. Strategic Jurnal Pendidikan Manajemen Bisnis.
Benjamin, J. (2020, February 24). JYP Entertainment & Republic Records enter strategic partnership for girl group TWICE: Exclusive. Billboard.
BuzzAngle, M. (2019). Year-end report 2019: US music industry consumption. BuzzAngle Music.
Caulfield, K. (2023, March 22). TWICE claim third No. 1 on top album sales chart with ‘Ready to Be’. Billboard.
Cha, E. (2023, March 19). TWICE sets record for biggest U.S. sales week of any female K-pop act as "Ready to Be" debuts on Billboard 200. Soompi.
Danupranata, G. (2013). Manajemen perbankan syariah. Salemba Empat.
Firmansyah, D. M. (2018). Perilaku konsumen (sikap dan pemasaran). Deepublish.
Frances, L. (2023, March 31). TWICE reflect on debut, talk New York City adventures, and prepare for the future. Teen Vogue.
Hermawan, A. (2023, June 1). Akui saling menghormati dan mengagumi, JYP Entertainment berpegang dengan Republic Records, ambisi masa depan? Kpop Chart Net.
Ishigai, P. A., Pereira, L. H., & Scavroni, C. M. (2021). Standardization and adaptation in multinational corporations: Case study on Samsung’s marketing mix strategy. International Journal of Business & Marketing (IJBMKT), 6(1), 77–99.
Jeong-seon, P. (2023, March 9). 트와이스, '레디 투 비' 발매 앞두고 글로벌 프로모션. News.jtbc.co.kr. https://news.jtbc.co.kr/article/NB12117744.
Johansson, J. (2010). Encyclopedia of marketing. Sage Publications.
JYP Entertainment. (2023). Mini album TWICE "Ready to Be". TheJYPSHOP.
Kubjatkova, A., Krizanova, A., & Jurickova, V. (2021). Value added tax and its influence on pricing and price decision making of companies – A case study. SHS Web of Conferences, 91, 01009. https://doi.org/10.1051/shsconf/20219101009.
Kusuma, A. M., Satriawan, D. G., Sri, D., Abbas, D. S., Said, L. R., Mandey, N. H., & Yudiansyah. (2020). Manajemen pemasaran: dinamika, optimasi dan aplikasi. Diandra Kreatif/Mirra Buana Media.
Kuyucu, D. M. (2021). Music marketing evolution from traditional to digital marketing. Journal of Interdisciplinary Social Studies.
Kuyucu, M. (2018). Marketing mix applications in digital music marketing. Uluslararası Ekonomi Yönetimi, 4, 206–235.
Martin, S. L., Javalgi, R. G., & Cavusgil, E. (2017). Marketing capabilities, positional advantage, and performance of born globals. Elsevier.
Meyer, E., & Bernier, I. (2010). Standardizing or adapting the marketing mix across culture: A case study: Agatha. Halmstad University School of Business and Engineering.
Musicians On Call. (2023). K-pop idols meet with hospital patients through MOC virtual. MusiciansOnCall.org.
Nurhayaty, M. (2022). Strategi mix marketing (product, price, place, promotion, people, process, physical evidence) 7P di PD Rasa Galendo Kabupaten Ciamis. Jurnal Media Teknologi, 8(2), 119–127.
O’Sullivan, H., & Ngugi, I. (2022). Mix marketing. In Encyclopedia of Tourism Management.
Onkvisit, S., & Shaw, J. (2004). International marketing analysis and strategy (4th ed.). Routledge.
Primer, P. (2023). How gender shapes music: A comparison within K-pop. Fordham University Research Commons.
Putri, S. E. (2014). Persepsi konsumen terhadap bauran promosi (promotional mix) pada Matahari Department Store Bengkulu. Management Insight, 9(1), 45–54.
Ratno, F. A. (2017). Pengaruh promotional mix terhadap keputusan mahasiswa memilih universitas Sebelas Maret Surakarta. Jurnal Ekonomi Manajemen & Bisnis, 18(2), 177–190.
Rengkuan, N. H., Liando, D. M., & Monintja, D. K. (2023). Efektivitas kinerja pemerintah dalam program reaksi respon relief daerah (R3D) di Kabupaten Minahasa. Jurnal Governance, 3(1), 1–11.
Ronkainen, M., Czinkota, M., & Ronkainen, A. (1995). International marketing (4th ed.). Dryden Press.
Sakti, A. R., & Maria, L. (2016). Pengaruh bauran pemasaran harga terhadap kepuasan dan dampaknya terhadap loyalitas pelanggan: Studi kasus PT Sinarmentari Indoprima Cabang Kota Bandung. Jurnal Indonesia Membangun, 15(2), 101–120.
Sari, E. A., & Wijaya, L. S. (2019). Strategi promosi melalui direct marketing untuk meningkatkan jumlah mahasiswa baru. Jurnal Ilmu Komunikasi, 17(1), 16–27.
Sulung, U., & Muspawi, M. (2024). Memahami sumber data penelitian: Primer, sekunder, dan tersier. Jurnal Edu Research Indonesian Institute for Corporate Learning and Studies (IICLS), 5(3), 110–116.
Sunyoto, D. (2014). Dasa-dasar manajemen pemasaran: Konsep, strategi dan kasus. CAPS.
Suryani, A. N. (2019). Bangtan Sonyeondan (BTS) as new American idol. Journal of Transnational American Studies, 48–54.
Yusron, A. A. (2024, January 12). HYBE dan JYP kuasai penjualan CD K-pop di Amerika Serikat. Detik.com.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Chelsi Okmelita Purnomo, Nadia Aulia Rachma, Resa Rasyidah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
