STRATEGI KOMUNIKASI PEMASARAN CLUB XOAN DALAM MENGHADAPI PERSAINGAN INDUSTRI HIBURAN MALAM (Studi Kasus Pada Club Xoan Kota Malang)

This study aims to analyze the marketing communication strategy implemented by Club Xoan in facing the competition of the nightlife entertainment industry in Malang City. The rapid growth of the nightlife industry has led to the emergence of many new clubs and entertainment venues, creating intense competition. In this situation, Club Xoan needs to implement effective marketing communication strategies to maintain its existence and increase the number of visitors.
This research uses a qualitative approach with a case study method. Data were collected through observation, in-depth interviews, and documentation involving several parties related to the marketing activities of Club Xoan, including the owner, operational manager, and marketing team. The data analysis technique used in this study follows the Miles and Huberman model, which consists of data condensation, data presentation, and conclusion drawing.
The results of the study indicate that Club Xoan applies a combination of push marketing strategy and pull marketing strategy. Push marketing is carried out through promotional campaigns, bundling promos, discounts, and various entertainment programs designed to directly attract consumers. Meanwhile, pull marketing is implemented through the use of social media platforms such as Instagram and TikTok, collaboration with influencers and public figures, press releases, and customer reviews that help build consumer trust.
In conclusion, the marketing communication strategies implemented by Club Xoan are considered effective in increasing brand awareness, attracting new visitors, and building customer loyalty amid the competitive nightlife entertainment industry in Malang City.