STRATEGI KOMUNIKASI PENGELOLAAN KOMUNITAS DIGITAL KAPANLAGI CLUB DALAM UPAYA MENINGKATKAN ENGAGEMENT AUDIENS PADA KAPANLAGI YOUNIVERSE

Abstract

KapanLagi Club is a digital community under the management of KapanLagi Youniverse, established to enhance audience engagement, particularly among Generation Z, with KapanLagi.com through various community activities. Along with the rapid growth of digital communities and increasing competition among communities, an effective communication strategy is required to establish and maintain sustainable relationships between the community and its audience. This study aims to analyze the communication strategy employed in managing the KapanLagi Club digital community to enhance audience engagement at KapanLagi Youniverse. This research adopts a constructivist paradigm using a descriptive qualitative approach. Data were collected through observation, in-depth interviews, and documentation. The analysis was conducted using Ronald D. Smith’s Public Relations Communication Strategy Model, which consists of formative research, strategy, tactics, and evaluative research. The findings reveal that KapanLagi Club's communication strategy begins with research on the characteristics, interests, and needs of its audience, which is predominantly composed of Generation Z. Based on these findings, the community management team develops strategies through interest-based community segmentation, organizes various activities such as fun runs, concert gatherings, book clubs, and badminton events, and utilizes WhatsApp Groups, Instagram, and the Youniverse application as the primary communication platforms. The community management team also builds more personal relationships with members through casual, interactive, and consistent communication while conducting regular evaluations through post-event surveys, monitoring membership growth, participation rates, and feedback from both members and partners. These communication strategies have successfully increased member participation, expanded inter-community networks, strengthened audience relationships with KapanLagi Youniverse, and supported the continuous enhancement of audience engagement.