Strategi Komunikasi Kolaboratif Renceums (Studi Kasus Workshop Industri Kreatif bersama Hyphen)

Abstract

Abstract This study is motivated by the growing phenomenon of inter-brand collaboration in the creative industry, particularly through workshops as spaces for interaction and co creation, which still face challenges in coordination, alignment of vision, and strengthening brand identity. This study aims to analyze the collaborative communication strateg implemented by Renceums in The Journal Circle Vol. 5 workshop, as well as to understand the communication process and the role of inter-brand collaboration as a differentiation strategy. This research uses a qualitative method with a case study approach, with Renceums as the research object collaborating with Hyphen. Data were collected throug observation, in-depth interviews with organizers, partners, and participants, as well as documentation, and analyzed through data reduction, data display, and conclusion drawing. The results show that Renceums’ collaborative communication strategy is built through interpersonal and participatory communication, supported by digital media, which operates in a flexible and relationship-based manner. This strategy creates inter-brand synergy, increases audience engagement, and strengthens brand identity. In addition, inter-brand collaboration functions as a differentiation strategy that enhances workshop experiences to be more interactive and valuable for participants.

Abstrak. Penelitian ini dilatarbelakangi oleh berkembangnya fenomena kolaborasi antarbrand dalam industri kreatif, khususnya melalui penyelenggaraan workshop sebagai ruang interaksi dan co-creation, yang masih menghadapi tantangan dalam koordinasi, penyatuan visi, dan penguatan identitas brand. Penelitian ini bertujuan untuk menganalisis strategi komunikasi kolaboratif yang diterapkan Renceums dalam workshop The Journal Circle Vol. 5, serta memahami proses komunikasi dan peran kerja sama antarbrand sebagai diferensiasi. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus, dengan objek penelitian Renceums sebagai penyelenggara workshop yang berkolaborasi dengan Hyphen. Data dikumpulkan melalui observasi, wawancara mendalam dengan penyelenggara, mitra, dan peserta, serta dokumentasi kegiatan, kemudian dianalisis melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa strategi komunikasi kolaboratif Renceums dibangun melalui komunikasi interpersonal, partisipatif, serta pemanfaatan media digital yang berlangsung secara fleksibel dan berbasis relasi. Strategi ini menghasilkan sinergi antarbrand, peningkatan engagement, serta penguatan identitas brand. Selain itu, kolaborasi antarbrand berperan sebagai strategi diferensiasi yang mampu menciptakan pengalaman workshop yang lebih interaktif dan bernilai bagi peserta.