Institutional Repository UIN Sunan Kalijaga YogyakartaBRAND ATTACHMENT AUDIENS TERHADAP MIXTAPE HINDIA MELALUI STRATEGI KOMUNIKASI MEDIA ALTERNATIF THE MAPLE MEDIANIM.: 22107030063Halimah Nur KhasanahauthorPergeseran konsumsi media dan singkatnya rentang perhatian audiens digital menuntut strategi promosi musik yang lebih personal dan relevan. Penelitian kualitatif deskriptif ini bertujuan untuk menganalisis strategi komunikasi The Maple Media dalam mengupayakan pembentukan keterikatan merek (brand attachment) audiens pada promosi mixtape Hindia, Doves’25 on Blank Canvas. Landasan teoretis yang digunakan mencakup model strategi komunikasi Assifi & French serta dimensi brand attachment (Park et al.). Data dikumpulkan melalui wawancara mendalam terhadap dua informan kunci The Maple Media (Editor in Chief dan Tim Produksi), satu triangulator ahli (praktisi branding), serta analisis dokumen digital terhadap 31 unggahan Instagram dan arsip video YouTube @themaplemedia. Analisis data dilakukan dengan model kondensasi data Miles dan Huberman. Hasil penelitian mengindikasikan bahwa perancangan program The Maple Media ditujukan untuk memfasilitasi dimensi brand self-connection dan brand prominence. Dimensi self-connection diupayakan melalui aktivasi partisipatif User-Generated Content (UGC) pada program Open Column dan interaksi surat analog personal. Sementara itu, brand prominence didorong melalui konsistensi visual monokrom, ikon burung merpati, dan audio hooks guna mengoptimalkan retensi audiens. Rangkaian program tersebut dibingkai di bawah payung narasi “Grief, Relief, and Everything in Between”, yang merupakan rumusan interpretasi internal dokumen strategi The Maple Media. Secara konseptual, pengintegrasian taktik digital dan pengalaman fisik ini dirancang sebagai upaya sistematis media alternatif dalam mengonstruksi keterikatan merek audiens, yang selaras dengan prinsip tabayyun.302.231 Media Komunikasi, Media Massa, Media Sosial2026-08-10UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS ILMU SOSIAL DAN HUMANIORAThesis

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