Communication Strategies Implemented by JKT48 Towards Fan Loyalty

JKT48 is an idol group originally formed in Indonesia and produced by Akimoto Yasushi. JKT48 debuted in 2011, and still exists in the Indonesian music industry to the present day. JKT48 can survive because they have loyal fans that attend all JKT48 activities which are adapted from events that are also routinely held by JKT48's sister group in Japan. This research focuses on knowing the communication strategies applied by JKT48 that have succeeded in fostering a sense of loyalty of JKT48 fans to remain JKT48 fans for years. This research uses the perspective of social exchange communication theory and parasocial relationship theory. This research uses a qualitative approach with data collection methods in the form of questionnaire surveys, and literature studies. The results of this research are JKT48 uses 4 communication strategies, which are the concept of "Idol you can meet", songs from JKT48 which have various genres and meanings, character building of JKT48 members and a solid JKT48 fanbase environment that has succeeded in making JKT48 have a loyal fan base.