ABSTRAK
Salma Fatika Putri. 211211135, Strategi Komunikasi Pemasaran Galaxia Event dalam Mempertahankan Klien. SKRIPSI. Program Studi Komunikasi dan Penyiaran Islam. Fakultas Ushuluddin dan Dakwah Universitas Islam Negeri Raden Mas Said Surakarta.2025.

Penelitian ini bertujuan untuk menganalisis strategi komunikasi Galaxia Event dalam mempertahankan klien pada penyelenggaraan berbagai acara bertema K-pop di Kota Solo. Latar belakang penelitian ini berangkat dari meningkatnya persaingan antar event organizer serta kebutuhan Galaxia Event untuk menjaga keberlanjutan kerja sama dengan kliennya melalui pola komunikasi yang terstruktur. Kajian ini menggunakan teori Marketing Communication Mix dari Philip Kotler dan Kevin Lane Keller (2016) sebagai kerangka teoritis untuk mengevaluasi strategi komunikasi pemasaran yang diterapkan Galaxia Event dalam membangun, mengelola, dan mempertahankan hubungan dengan para kliennya.
Penelitian ini menggunakan metode kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui wawancara, observasi, dan dokumentasi terhadap aktivitas komunikasi pemasaran Galaxia Event. Analisis data dilakukan melalui model analisis interaktif Miles dan Huberman, mencakup reduksi data, penyajian data, serta penarikan kesimpulan. Untuk memastikan kredibilitas penelitian, teknik keabsahan data diterapkan melalui triangulasi sumber. Narasumber penelitian terdiri dari owner Galaxia Event, tim Galaxia Event serta beberapa klien seperti Palur Plasa, Solo Radio, Frontline Indonesia, dan Gallus Chicken.
Hasil penelitian menunjukkan bahwa penerapan delapan elemen Marketing Communication Mix oleh Galaxia Event telah berjalan cukup efektif melalui elemen events and experiences, public relations and publicity, serta online and social media marketing. Ketiga elemen ini menjadi pilar utama yang memungkinkan Galaxia mempertahankan klien dan menjaga kesinambungan kerja sama. Namun demikian, beberapa elemen lain seperti advertising, sales promotion, mobile marketing, personal selling serta direct and database marketing masih perlu dioptimalkan agar komunikasi dengan klien dapat lebih modern, terukur, dan berdaya saing di industri event hiburan.

Kata Kunci: Strategi Komunikasi, Marketing Communication Mix, Galaxia Event,
Event organizer, K-pop

ABSTRAK
Salma Fatika Putri. 211211135, Strategi Komunikasi Pemasaran Galaxia Event dalam Mempertahankan Klien. SKRIPSI. Program Studi Komunikasi dan Penyiaran Islam. Fakultas Ushuluddin dan Dakwah Universitas Islam Negeri Raden Mas Said Surakarta.2025.

This study aims to analyze the communication strategies employed by Galaxia Event in maintaining its clients during the implementation of various Kpop–themed events in Solo City. The background of this research arises from the intensifying competition among event organizers and the need for Galaxia Event to ensure the continuity of its collaborations through structured communication practices. This study adopts the Marketing Communication Mix theory by Philip Kotler and Kevin Lane Keller (2016) as the theoretical framework to evaluate the marketing communication strategies applied by Galaxia Event in building, managing, and sustaining its relationships with clients.
This research employs a descriptive qualitative method. Data were collected through interviews, observations, and documentation related to Galaxia Event’s marketing communication activities. Data analysis was conducted using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. To ensure research credibility, data validity techniques were applied through source triangulation. The informants consisted of the owner of Galaxia Event, the internal team, and several clients such as Palur Plasa, Solo Radio, Frontline Indonesia, and Gallus Chicken.
The results show that among the eight elements of the Marketing Communication Mix, by Galaxia Event has been reasonably effective through events and experiences, public relations and publicity, as well as online and social media marketing. These three elements serve as the primary pillars that enable Galaxia to retain clients and sustain ongoing collaborations. However, several other elements namely advertising, sales promotion, mobile marketing, personal selling, and direct and database marketing still require further optimization so that communication with clients can become more modern, measurable, and competitive within the entertainment event industry.

Keywords: Communication Strategy, Marketing Communication Mix, Galaxia
Event, Event organizer, K-pop