Strategi Peningkatan Keterlibatan Konsumen melalui Pemasaran di Era Teknologi 4.0 (Studi Kasus pada Aquarius Musikindo)

Technology developments in the era of technology 4.0 have created many new media to ease humans in many aspects including marketing. Utilizing social media and streaming platforms can build relationships between consumers which allows record labels to create communities to identify and understand the preferences of these consumers. This study aims to answer the right strategy for increasing consumer engagement through marketing in technology era 4.0 at record company Aquarius Musikindo in Jakarta. This is qualitative research with a method of determining the subject research using purposive and snowball sampling. Data collection was carried out by interviewing 3 primary sources, namely Creative Strategist, Marketing Promotion, and Head of Business Development Digital Account of PT Aquarius Musikindo and 1 secondary source from Music Content Partnerships Manager YouTube Indonesia at Google. The results showed 3 focus marketing processes to increase consumer engagement are product characteristics, content analysis, and adaptability. Marketing communication used by Aquarius Musikindo based on the Input-Process-Output conceptual framework that becomes a marketers strategy for the company to increase consumer engagement. The implications of this marketing communication strategy help Aquarius Musikindo to increase consumer engagement on social media and streaming platforms that are observed by total reach and impressions.