ANALISIS DRAMATISME PENTAD DALAM IMPLEMENTASI EVENT MARKETING COMMUNICATION PLAN COALTRANS BALI 2024

Abstract

This study aims to analyze the implementation of marketing communication strategies through the participation of PT Cotecna Inspection Indonesia in the Coaltrans Bali 2024 event, using Kenneth Burke's Dramatic Pentad theory and Emma Wood’s Event Marketing Communication Plan model. The research employed a qualitative approach with a post-positivist paradigm and descriptive method. Data were collected through in-depth interviews, observations, and analysis of communication materials. The findings reveal that all five dramatistic elements act, scene, agent, agency, and purpose were clearly present in the implementation of the communication strategy, though not all were fully optimized in terms of symbolic or rhetorical expression. The dynamics of the event marketing plan showed a structured, collaborative, and adaptive planning process tailored to the TIC industry context. The integration of both analytical models enabled a comprehensive understanding, not only of the technical and strategic aspects but also of the symbolic meanings and narratives constructed through organizational communication. This research contributes practical insights into event-based brand communication and offers theoretical input for the development of hybrid approaches in strategic communication studies.