Institutional Repository UIN Sunan Kalijaga YogyakartaMANAJEMEN EVENT DALAM MEMAKSIMALKAN POTENSI GENERASI Z DI ERA DIGITAL ( STUDI PADA EVENT GENERASI HAPPY YOGYAKARTA PT. INDOSAT TBK)NIM.: 22107030122Muhammad Aaron Dante HartantoauthorThe post-pandemic era has brought a significant transformation in the event management industry, shifting it from mere logistical execution to a strategic communication instrument capable of maximizing its audience's potential. This research aims to analyze the event management practices of "Generasi Happy" Yogyakarta, organized by PT Indosat Tbk, in its effort to maximize the potential of Generation Z in the digital era. Utilizing a qualitative descriptive approach, this study examines the managerial process through the lens of Joe Goldblatt's five stages of event management: research, design, planning, coordination, and evaluation. This analysis is comprehensively integrated with the seven characteristics of Generation Z according to Stillman and Stillman's theory—namely phygital, hyper-customization, realistic, FOMO (Fear of Missing Out), weconomist, DIY (Do It Yourself), and driven—to assess the relevance of the strategies employed by the organizers. The results indicate that the organizers successfully converted the educational value of digital literacy into an edutainment (education-entertainment) format highly favored by the young audience. During the research phase, the organizers effectively identified relevant sociological issues, such as cyberbullying, which were then translated into the design and planning stages by providing an instagrammable visual identity and a collaborative ticket distribution system based on a student agent community. Communicative field execution and post-event evaluation proved that this festival was not merely a fleeting entertainment event but served as an ignition point that triggered a behavioral change, encouraging the audience to become positive content creators. In conclusion, this study asserts that "Generasi Happy" Yogyakarta represents an absolute synchronization between the application of classical event management theory dynamically adapted to the modern digital behavioral landscape, proving highly effective in empowering the potential of Generation Z in the era of digital transformation.302.23 Komunikasi Massa2026-06-25UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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