PELAKSANAAN KEGIATAN SPECIAL EVENT JAKARTA GOES PINK OLEH LOVEPINK INDONESIA
Authors: Hartono Nugroho Ajie , Dida Susanne , Hafiar Hanny 
Published: January 2017

<p>ABSTRAK</p><p><br />Penelitian ini bertujuan untuk mengetahui kegiatan special event yang dilakukan Lovepink Indonesia<br />dalam menyelenggarakan Jakarta Goes Pink 2015 untuk meningkatkan kesadaran. Penelitian ini<br />menggunakan Event Management Process Joe Goldblatt sebagai landasan konsep.<br />Penelitian ini adalah penelitian kualitatif dengan pendekatan studi deskriptif. Teknik pengumpulan data<br />dilakukan dengan wawancara mendalam, observasi partisipan pasif, dan studi kepustakaan, dengan <br />teknik pengumpulan key informan purposive sampling. Teknik analisis data menggunakan tiga tahap <br />yaitu reduksi data, penyajian data, serta penarikan kesimpulan. Teknik validitas data menggunakan<br />triangulasi sumber data.<br />Hasil penelitian ini mengemukakan bahwa manajemen special event Jakarta Goes Pink dikategorikan<br />dalam riset, desain, perencanaan, koordinasi, dan evaluasi. Riset yang dilakukan meliputi analisis<br />situasi terkait kesadaran masyarakat Indonesia tentang kanker payudara, hasil riset menyatakan<br />bahwa kesadaran masih rendah, terutama dibandingkan dengan aktivitas Pink Ribbon diluar negeri<br />dan evaluasi acara tahun sebelumnya. Desain acara dilakukan menggunakan unsur warna untuk<br />memerahmudakan Jakarta, edukasi pengunjung terhadap kanker payudara, dan unsur hiburan dengan<br />konsep fair and festival. Perencanaan Jakarta Goes Pink meliputi penentuan tujuan yang kemudian<br />dapat menentukan tanggal dan lokasi, penetapan anggaran, pembagian tugas pengurus, dan publikasi<br />yang dilakukan melalui media sosial dan bantuan mitra media. Koordinasi dilakukan sebagai upaya<br />pengelolaan komunikasi antara pihak eksternal seperti komunitas, relawan, sponsor, dan mitra media;<br />serta pihak internal yaitu kepengurusan Jakarta Goes Pink. Tahap evaluasi yang dilakukan Jakarta<br />Goes Pink meliputi evaluasi acara, feedback langsung dari orang terdekat, dan penghitungan jumlah<br />liputan media massa dan sifat pemberitaan.</p><p><br />Kata kunci: Special event, kesadaran, organisasi, kanker payudara, event management process</p><p> </p><p>ABSTRACT</p><p><br />This study aims to determine the event management process by Lovepink Indonesia in Jakarta Goes <br />Pink 2015 to raise awareness. This study uses the Event Management Process by Joe Goldblatt as the<br />cornerstone concept.<br />This study used a qualitative research approach descriptive study. Data was collected by in-depth<br />interviews, passive participant observation, and literature study. The key informant collection technique<br />used is purporsive sampling. Data were analyzed using three stages, which is data reduction, data<br />display, and conclusion drawing. Validity of the data using triangulation of data sources.<br />The result of this study indicates that event management process of Jakarta Goes Pink 2015 is<br />categorized in several stages, which are research, design, planning, coordination, and evaluation.<br />Research was conducted on the analysis of the situation related to the Indonesian community awareness</p><p>about breast cancer, the result of this research indicates that awareness is still low, especially compared<br />to Pink Ribbon activities abroad and evaluation of previous year’s event. Event design is done using the<br />color element to make the concept of Jakarta Goes Pink comes alive, educating visitors about breast<br />cancer, and the element of entertainment within the concept of fair and festival. The planning involves<br />in setting goals that determine the time and location, budgeting, human resource management, and<br />publication through social media and media partners. Coordination is done as an effort to manage the<br />communication between external parties such as the communities, volunteers, sponsors, and media<br />partners; as well as internal parties, which is the committee of Jakarta Goes Pink itself. Evaluation<br />includes an evaluation of the event, direct feedback from dearest people, and the calculation of the<br />amount of media coverage and the nature of the news.</p><p><br />Key word: Special Event, Awareness, Organization, Breast Cancer, Event Management Process</p>