Pendekatan Customer Relationship Management (CRM) Big Hit Entertainment pada Global Fandom

  • Ratih Frayunita Sari Badan Narkotika Nasional RI Jakarta dan Universitas Gadjah Mada
Keywords: Customer Relationship Managament (CRM), market research, international marketing communication, BTS, Big Hit Entertainment


Market research is important in business, furthermore, market research is considered a way of creating effective strategies and as a basis for consideration in marketing decision making. One of the goals in market research is always oriented towards creating relationships between corporate with customers or known as Customer Relationship Management (CRM). The CRM approach combines the policies, processes, and strategies that the company uses to interact with customers and also to track customer information. Related business, South Korea has become an influential country in the world because of the K-pop music business. Big Hit Entertainment which is the smallest agency in Korea has spawned the most phenomenal idol group idols are BTS to penetrate the international market especially the United States. Big Hit Entertainment is always consistent with various market research approaches CRM in particular. This paper will discuss how Big Hit Entertainment performs various Customer Relationship Management (CRM) strategies in increasing ARMY loyalty as a BTS fan and elaborating communication global marketing. The author will explain the conceptual approach related to CRM and its relationship to market research. Furthermore, the discussion will be classified in several sub-discussion. First, it will describe BTS as a product of Big Hit Entertainment's business. Second, discuss the market research approach of Big Hit Entertainment. Third, customer research through Membership Survey of BTS. Fourth, form of Big Hit Entertainment CRM approach. Fifth offers CRM development in Big Hit market review in the future.


Download data is not yet available.


Army, B. (2018, Juni 2). BigHit Entertainment Membership Survey. Diambil kembali dari

Barnes, G. (2000). Secrets of Customer Relationship Management It's All About how you make them feel. New York: McGraw-Hill.

Cahaya, P. (2018, Maret 29). Masuk Daftar Forbes, Ini Lho Jumlah Kekayaan BTS dan Big Hit! Diambil kembali dari

Calder, B. J., & Mathouse, E. C. (2005). "Relationship Branding and CRM" In Alice Tybout and Tim Calkins. Kellogg and Branding, 150-168.

Chan, S. M., Cho, M., & Lee, S. (2013). User Perceptions of Social Media: A Comparative Study of Perceived Characteristics. Journal of Communication and Media Technologies, Volume 3 issue 4, 149-178.

Chandler, J. (2013). Seven pillars of wisdom The idea of qualitative market research. International Journal of Market Research, Vol. 55(Issue 5), 627-650

Cirisano, T. (2018, Mei 20). BTS Wins Top Social Artist Award at the 2018 Billboard Music Awards. Diambil kembali dari ttps://

Fill, C. (2009). Marketing Communication, Context, Contents, Strategies and Application. England: Prectice Hall Pearson Education Limited.

Garcia, B., & Gutierrez, A. (2012). Drivers of Customer likelihood to join grocery retail loyality programs: An Analysis of reward programs and loyality cards. Journal of Retailing and Consumer Services, 492-500. diakses 4 Juni 2018

Hague, P., & Jackson, P. (1992). Riset Pemasaran dalam Praktik. Jakarta: IKAPI

Indradi, G. (2018, Maret 11). K-Pop: Cara Kreatif Korea Selatan Membangun Industri Kreatif. Diambil kembali dari

Juniman, P. T. (2017, November 9). Usai Ellen DeGeneres, BTS Diundang Jadi Tamu Jimmy Kimmel. Diambil kembali dari

Kotler, P., & Keller, K. L. (2012). Marketing Management 14th Edition. New Jersey: Prentice Hall.

K-Pop, K. (2017, Desember 13). Mengenal 3 Agensi Hiburan Terbesar di Korea Selatan. Diambil kembali dari

Lindgreen, A., Antioco, M., & Wetzels, M. (2004). Bla-bla-bla: video chat service on the Internet a market feasibility study. Qualitative Market Research: An International Journal, 20-33.

PopAsia, S. (2017, Oktober 3). Big Hit are conducting a BTS fan survey and they need your help, ARMYs! Diambil kembali dari

Priherdityo, E. (2017, April 29). Tujuh Hal yang Harus Diketahui soal BTS. Diambil kembali dari

Smith, P., & Ze, Z. (2011). Marketing Communications: Integrating Offline and Online with Socia Media 5th Edition. London: Kogan Page.

Storbacka, Kaj, & Jarmo, R. L. (2001). Customer relationship Management: Creating Competitive Advantage Through Win-Win Relationship Strategies. Singapore: McGraw-Hill.

Wedya, K. B. (2017, Mei 25). BTS: Alasan Mengapa Mereka Mendunia dan Mampu Berjaya di Ajang Billboard Music Award 2017. Diambil kembali dari

How to Cite
Sari, R. F. (2020). Pendekatan Customer Relationship Management (CRM) Big Hit Entertainment pada Global Fandom. Jurnal Penelitian Pers Dan Komunikasi Pembangunan, 24(2), 85 - 100.