STRATEGI LEVERAGING SECONDARY BRAND KNOWLEDGE UNTUK MEMBANGUN FESTIVAL BRAND EQUITY: PERANCANGAN SERVICE BLUEPRINT PADA XYZ LIVE GROUND DI KOTA BATAM
DOI:
https://doi.org/10.22437/jmk.v15i02.57784Abstract
Abstrak
Industri festival musik menghadapi tantangan ganda: membangun kepercayaan pasar pasca-hiatus sekaligus menjamin keandalan operasional pada hari pelaksanaan. Penelitian ini bertujuan untuk merancang Service Blueprint sebagai instrumen kendali mutu preventif (ex-ante) dalam fase pemulihan merek (brand revival) XYZ LIVE GROUND 2026 di Kota Batam. Penelitian menggunakan pendekatan kualitatif dengan desain studi kasus deskriptif. Data dikumpulkan melalui wawancara mendalam semistruktur, observasi lapangan preventif, dan studi dokumentasi terhadap sembilan informan kunci yang dipilih secara purposive, meliputi manajemen promotor, supervisor lapangan, perwakilan sponsor, petugas ticketing digital, dan penonton lokal. Analisis data menggunakan model interaktif Miles, Huberman, dan Saldaña (2020) yang dipadukan dengan kerangka Service Blueprinting. Hasil penelitian menunjukkan bahwa strategi leveraging secondary brand knowledge melalui rekrutmen musisi nasional dan aliansi dengan sponsor L.A Purple berhasil memicu digital buzz yang mendorong pembelian tiket secara impulsif (impulsive buying) di kalangan masyarakat urban Batam. Namun, lonjakan transaksi ini menciptakan risiko peak-load demand ekstrem di area pintu masuk. Melalui perancangan Service Blueprint preventif, ditemukan tiga titik kritis kegagalan (potential fail points) utama, yakni kelumpuhan jaringan internet (internet drop-out), hambatan validasi regulasi usia, dan friksi antrian akibat penonton tanpa tiket. Rekayasa ulang layanan berbasis teknologi phygital dan Buffer Zone 20 meter dirancang sebagai solusi mitigasi yang mampu mempertahankan kecepatan validasi di bawah 15 detik per pengunjung. Standarisasi operasional ini diproyeksikan mampu membangun kemandirian merek (brand independence) dan ekuitas merek festival (festival brand equity) yang berkelanjutan di Kota Batam.
Kata kunci: Service Blueprint, Leveraging Secondary Brand Knowledge, Brand Revival, Impulsive Buying, Festival Brand Equity
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