Community-Based Marketing Strategy in Performing Arts: A Case Study of Sembrani Art Community Dance Studio, Sidoarjo
Strategi Pemasaran Berbasis Komunitas Seni: Studi Kasus Sanggar Tari Sembrani Art Community di Sidoarjo
DOI:
https://doi.org/10.21070/ups.11898Keywords:
community-based marketing, dance studio, performing arts, Sembrani art, digital trustAbstract
Abstract. This study aims to examine community-based marketing strategies implemented by the Sembrani Art Community in Sidoarjo under the paradigm "Markets Can Be Created and Creations Can Be Marketed." Using a qualitative descriptive case study design, data was gathered through purposive sampling involving eight key informants (five student guardians, one cultural expert, one academician/artist, and one marketing practitioner). Data were analyzed using thematic analysis across five dimensions: brand selection motivation, perceived value, digital trust, word-of-mouth effectiveness, and customer loyalty. Findings reveal that professional management and consistent visual branding construct strong digital trust. Long-term loyalty is driven not merely by stage performance quality, but primarily by the transformative value felt by parents regarding their children's character development. Community-based marketing positioning experiential exclusivity builds a sustainable creative arts ecosystem.
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