Publikasi Event Japanese Pop Culture di Tengah Attention Economy: Sintesis Model AIDA dan Interaksi Parasosial Komunitas
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Abstract
The rapid growth of the Japanese pop culture event industry in Malang City during the 2024–2025 period demands adaptive marketing communication strategies amidst the attention economy. This study aims to analyze the operationalization of publication strategies based on the AIDA model (Attention, Interest, Desire, Action) across four event organizer typologies: Ikigai Project, Vibewall Japan Fest, Tako Team, and Nyanvarie Universe. Utilizing a qualitative descriptive approach, data were collected through in-depth interviews with four key informants, non-participant online observations on social media platforms, and archival documentation of promotional materials. Data were analyzed using the interactive model by Miles, Huberman, and Saldana, comprising data condensation, data display, and conclusion drawing, with data trustworthiness verified through source and technique triangulation. The findings reveal that the application of the AIDA model does not operate in a top-down linear manner, but rather transforms into "Collaborative AIDA." The Attention stage is executed via high-contrast visual strategies and structured timing; Interest and Desire are stimulated through social media admin personification, cultural proximity using local dialects, and social proof; while Action is optimized through digital transactions and on-the-spot ticket sales. In conclusion, publication success is determined by the organizer's ability to integrate the formal AIDA framework with participatory culture, activating the community as voluntary co-promoters.
Pesatnya perkembangan industri kreatif event budaya populer Jepang di Kota Malang periode 2024–2025 menuntut strategi komunikasi pemasaran yang adaptif di tengah iklim attention economy. Penelitian ini bertujuan menganalisis operasionalisasi strategi publikasi berbasis model AIDA (Attention, Interest, Desire, Action) pada empat tipologi penyelenggara event: Ikigai Project, Vibewall Japan Fest, Tako Team, dan Nyanvarie Universe. Menggunakan pendekatan kualitatif deskriptif, data dikumpulkan melalui teknik wawancara mendalam bersama empat informan kunci, observasi non-partisipan pada platform media sosial, dan studi dokumentasi arsip promosi. Data dianalisis menggunakan model interaktif Miles, Huberman, dan Saldana yang meliputi tahap kondensasi data, penyajian data, serta penarikan kesimpulan, dengan uji keabsahan data melalui triangulasi sumber dan teknik. Hasil penelitian mengungkapkan bahwa penerapan model AIDA tidak berlangsung secara linear satu arah, melainkan bertransformasi menjadi Collaborative AIDA. Tahap Attention dieksekusi melalui strategi visual kontras dan manajemen waktu terukur; Interest dan Desire dirangsang melalui personifikasi admin media sosial, kedekatan budaya (cultural proximity) dialek lokal, serta bukti sosial (social proof); sementara Action dioptimalkan via transaksi digital dan penjualan tiket di lokasi. Kesimpulannya, keberhasilan publikasi ditentukan oleh kemampuan penyelenggara mengintegrasikan strategi AIDA dengan budaya partisipatoris komunitas sebagai agen promosi sukarela (co-promoter).
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