STRATEGI PREGINA ART & SHOWBIZ DALAM MENGHADAPI ERA DIGITALISASI DAN PENDEMI

Dyoviva, Rahmanda and I Wayan, Suweca and Agustinus, Sani Aryanto (2022) STRATEGI PREGINA ART & SHOWBIZ DALAM MENGHADAPI ERA DIGITALISASI DAN PENDEMI. Working Paper. ISI Denpasar, Denpasar, Bali.

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Abstract

This research is focused on identifying and analyzing how the business model and strategy of Pregina Art & Showbiz in designing, developing, and marketing artistic opportunities, while also conveying the artistic value to the audience and communicating it effectively in local, national or international contexts in the middle of the world. digital era and during the Covid�19 pandemic. The interview technique that will be used by the researchers in this research is a semi-structured interview technique which will be conducted to the owner of Pregina Art & Showbiz itself by using the data sampling method using the canvas business model theory and after getting the data, it will then be analyzed using a SWOT analysis technique. The purpose of this research is to explore and elaborate the strategy of Pregina Art & Showbiz to adapt to the wave of change in the digitalization era, as well as the wave of the covid-19 virus pandemic that is still sweeping the world today. The researcher's conclusion from this study is that an entrepreneurial process will indeed experience many challenges, especially in the era of digitalization as it is now and the COVID-19 virus pandemic. Of course, this also greatly affects the creative industry world where almost all lines are affected. It has become a challenge for us to continue to be able to innovate with existing creativity. Keywords: Pregina Art & Showbiz, Strategy, Business Model Canvas, SWOT Analysis, Digitization, COVID-19 Pandemic.

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