Transformasi Model Bisnis Industri Kreatif: Tinjauan Sistematis Pergeseran Strategi Promotor dari Penjualan Tiket Menuju Ekosistem Sponsor Berbasis Data

Authors

  • Farhan Alif Budianto Telkom University
  • Muharman Lubis Telkom University
  • Iqbal Yulizar Mukti Telkom University
  • Setyo Budianto Telkom University

DOI:

https://doi.org/10.59188/jurnalsostech.v6i3.32737

Keywords:

Manajemen Proyek Sistem Informasi, PMBOK Guide, Organisasi Temporer, Transformasi Model Bisnis, Tata Kelola Data, Data-Driven Sponsorship

Abstract

Latar belakang: Industri kreatif, khususnya festival musik, merupakan bentuk organisasi temporer (temporary organization) yang menghadapi tantangan unik berupa tenggat waktu absolut (immovable deadline) dan risiko finansial yang tinggi.

Tujuan: Penelitian ini bertujuan untuk menganalisis transformasi model bisnis dari ketergantungan pada penjualan tiket (Ticket-Sales Dependent - B2C) menjadi ekosistem kemitraan berbasis data (Data-Driven Sponsorship Ecosystem - B2B) melalui pemanfaatan Sistem Informasi Manajemen Proyek.

Metode: Dengan menggunakan studi kasus Soundsfest Jakarta 2025 sebuah inisiatif ekspansi strategis dari skala regional ke nasional penelitian ini mengevaluasi efektivitas penerapan standar PMBOK Guide Edisi ke-7 yang diintegrasikan dengan siklus PDCA (Plan-Do-Check-Act) dan arsitektur sistem informasi berbasis Hub-and-Spoke.

Hasil: Hasil penelitian menunjukkan bahwa integrasi sistem informasi, seperti teknologi Gate Access Control berbasis RFID, berhasil memvalidasi profil audiens sebagai aset strategis utama festival. Realisasi pendapatan sponsorship mencapai Rp 7,05 Miliar (surplus 250% dari target), secara signifikan melampaui pendapatan tiket sebesar Rp 3,42 Miliar. Temuan ini mendefinisikan ulang nilai ekonomi festival bagi sponsor yang kini lebih menghargai akurasi profil data audiens (Big Data) dibandingkan sekadar jumlah kerumunan fisik.

Kesimpulan: Penelitian ini menyimpulkan bahwa pada organisasi temporer berkecepatan tinggi, sistem informasi berfungsi sebagai instrumen tata kelola (governance) untuk mitigasi risiko dan monetisasi data. Kontribusi praktis penelitian ini berupa model referensi tata kelola data digital dengan rekomendasi kebijakan Single Digital Identity untuk menjamin integritas data di masa depan.

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Published

2026-03-09

How to Cite

Budianto, F. A., Lubis, M. ., Mukti, I. Y. ., & Budianto, S. . (2026). Transformasi Model Bisnis Industri Kreatif: Tinjauan Sistematis Pergeseran Strategi Promotor dari Penjualan Tiket Menuju Ekosistem Sponsor Berbasis Data. Jurnal Sosial Teknologi, 6(3), 885–891. https://doi.org/10.59188/jurnalsostech.v6i3.32737

Issue

Vol. 6 No. 3 (2026): Jurnal Sosial dan Teknologi

Section

Articles

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Copyright (c) 2026 Farhan Alif Budianto, Muharman Lubis, Iqbal Yulizar Mukti, Setyo Budianto

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