STRATEGI KOMUNIKASI CROWDFUNDING FANDOM ARMY (ARMYTHEGRACE) MELALUI MEDIA SOSIAL DALAM MENDORONG PARTISIPASI DONATUR
Daftar Isi:
- Communication strategies and crowdfunding are things that will be related with the process of building trust, loyalty and the level of participation of the general public. In this study, the authors focused on communication strategies in crowdfunding projects carried out by army fandoms. This research will use descriptive qualitative research methods. The author will present the results of research related to the theory presented by Pace & Faules and Fred R. David. This qualitative research applies semistructured observations and interviews to obtain the validity of the data. The result of this paper about research on crowdfunding communication strategies that have been implemented by Army The Grace well is the process of planning and implementing strategies. Meanwhile, the implementation of strategy evaluation activities has not been carried out. The crowdfunding activity carried out by ArmyTheGrace is a type of voluntary donation that uses the concept of a permanent donor. Interested donors can register to become permanent donors who are required to carry out donation activities with the same nominal every month. ArmyTheGrace itself has been able to collect 110 permanent donors, all of which are in accordance with the segmentation set by ArmyTheGrace which means that the 110 permanent donors are ARMY. The results of the donation activities themselves are always in the range of four million to six million rupiah every month. The monthly donation activity carried out by ArmyTheGrace will be distributed to three foundations in need. In addition, there is also the application of the principle of transparency that is applied to also be able to encourage audiences, especially ARMY, to donate. Research shows that all forms of trust, loyalty and communication that are carried out regularly produce good feedback from ARMY donors. Keywords: Communication strategies, Communication progress, Fandom ARMY, Crowdfunding