Analisis Strategi Komunikasi dalam Mempertahankan Relasi Bisnis Jangka Panjang di Suara Merdeka Generation
DOI:
https://doi.org/10.35870/jtik.v10i4.6965Keywords:
Communication Strategy, Transparency, Event Organizer, Client Trust, Business RelationsAbstract
This study aims to analyze the implementation of communication strategies carried out by Suara Merdeka Generation (SMGen) as an Event Organizer in maintaining long-term business relationships with clients, as well as to identify the challenges that arise in practice amidst the increasingly complex dynamics of the event industry. This research employs a qualitative descriptive approach through in-depth interviews, observation, and documentation involving internal parties directly engaged in event management. The findings reveal that SMGen’s communication strategy has been systematically implemented through stages of analysis, goal formulation, message development, media selection, two-way communication, and evaluation, supported by the utilization of digital media and adaptive approaches to client characteristics. These strategies are not only focused on the success of event execution but are also directed toward sustaining long-term collaboration with clients through continuous and value-added communication. However, the implementation still faces several challenges, particularly in terms of the consistency of communication transparency, internal coordination, and the dynamic changes in client needs that are not always communicated optimally. The findings indicate that communication transparency plays a strategic role in maintaining client trust and loyalty as the foundation of long-term business relationships, through openness of information, clarity of messages, and consistency in communication.
Downloads
References
Aditya. (2022). Strategi komunikasi event organizer dalam menerapkan brand activation perusahaan di masa pandemik. Jurnal Communicology, 1, 114.
Damayanti, M. N., & Zulfiningrum, R. (2022). Peran brand image sebagai strategi komunikasi pemasaran iklan Kecik Harian Suara Merdeka. Jurnal Komunikasi Nusantara, 4(1), 106–115.
Deepal, A. G., & Jayamaha, A. (2022). Audit expectation gap: A comprehensive literature review. Asian Journal of Accounting Research, 7(3).
Dewidianto, R., & Ningsih, C. P. A. (2024). Peran komunikasi organisasi dalam event organizer (Studi pada Event Organizer Soundtrack Indonesia Kota Palembang). Jurnal Bisnis dan Komunikasi Digital, 1(4), 1–10. https://doi.org/10.47134/jbkd.v1i4.277.
Disbudpar Kota Semarang. (2025). Laporan calendar of event Kota Semarang 2025.
Kurniawati, A. E., Kencana, R. A. L., Solehah, R., Saputra, A. H., & Siddiq, D. M. (2024). Analisis perkembangan dan relevansi teori komunikasi digital dalam era media sosial: Suatu kajian literatur. Jurnal Ilmu Sosial dan Humaniora, 4(3), 124–134.
Muarif, A., Syarifudin, A., & Hamandia, M. R. (2024). Analisis faktor keberhasilan event organizer dalam menyelenggarakan acara (Studi Kasus CV Soundtrack Indonesia). Retrieved from
Nielsen. (2023). Southeast Asia event industry growth report.
Pamungkas, D. S., Saputra, I. B., & Laksana, A. (2024). Strategi komunikasi digital melalui media sosial untuk membangun kepercayaan konsumen. Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi, 1(6), 88–94. https://doi.org/10.62383/konsensus.v1i6.461.
Purnomo, A., Warjo, A., & Suryandari, M. (2025). Perencanaan dalam manajemen event organizer. Pendas: Jurnal Ilmiah Pendidikan Dasar, 10(3), 216–229.
Purwanto, N. M., Turistiati, A. T., & Perwita, A. I. (2024). Komunikasi pemasaran word of mouth kelompok belajar Harapan Bunda Kedungwuluh Purwokerto dalam membangun kepercayaan klien. Jurnal Audience: Jurnal Ilmu Komunikasi, 7(2), 130–153. https://doi.org/10.33633/ja.v7i2.12007.
Putra, L. K., & Sulastri. (2024). Meningkatkan loyalitas merek di kalangan generasi Z melalui pemasaran digital, AI, dan keberlanjutan. Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 3(3), 508–523.
Putri, P. K. D., Adeni, S., & Zulfiningrum, R. (2023). Aplikasi riset komunikasi kuantitatif dan kualitatif bagi mahasiswa. Abdimasku: Jurnal Pengabdian Masyarakat, 6(1), 86–91.
Riti, R. I., Bacali, L., & Abrudan, C. I. (2025). From AI adoption to ESG in industrial B2B marketing: An integrated multi-theory model. Sustainability, 17(19).
Setiawati, I. B., & Ismail, J. (2025). Pemanfaatan digital marketing dalam membangun brand awareness institusi pendidikan tinggi. Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara, 2(1), 167–181. https://doi.org/10.62383/komunikasi.v2i1.199.
Sugiyono. (2013). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2019). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Suherman, Y. R., Nugroho, T. A., Quraini, F. B., & Yasin, M. (2023). Analisis perkembangan industrialisasi era 5.0 terhadap kondisi pendidikan di Kecamatan Menganti Kabupaten Gresik Jawa Timur. Jurnal Kajian dan Penelitian Umum, 1(3), 169–182. https://doi.org/10.47861/jkpu-nalanda.v1i3.
Syifa’urrahmah, A. D., & Sukardani, P. S. (2024). Pola komunikasi LM wedding planner & event organizer dalam menjalin relasi bisnis dengan vendor. Commercium, 8(2), 98–111.
Taufiq, A., Ramdan, M., Aryanti, I., Lubis, R., & Mujianto, H. (2024). Integrasi public relations digital dan strategi pemasaran pada UMKM sepatu Cibaduyut Kota Bandung. Jurnal Komunikasi Universitas Garut, 10(1), 53–66.
Yusfina, A. J., & Mulia, S. R. (2025). Manajemen impresi micro-influencer generasi Z dalam membentuk personal branding Instagram. Juremi: Jurnal Riset Ekonomi, 5(2), 689–710.
Zulkifly, M., & Naviera, M. B. (2025). Penerapan strategi omnichannel marketing dalam meningkatkan loyalitas pelanggan: Studi kasus pada UMKM fashion lokal batik nusantara di Yogyakarta. Jurnal Ekonomi Akuntansi dan Organisasi, 3(1), 30–41.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Dhika Gamaliel Arisandy, Heri Pamungkas
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.
