LOCET, Indodana, And TikTok Encourage The Success Of The Entertainment Industry Through Data, Payment Innovation, And Digital Marketing

Photo: Special

JAKARTA - The Indonesian entertainment industry shows positive resilience and growth despite being faced with economic challenges. Through the LOK Start Talks forum: Navigating Event Success with Data, three main players, namely LOKET, Indodana, and TikTok, conveying insights on how data, financial service innovation, and digital marketing strategies can be an important pillar in the success of organizing events.

From 2022 to July 2025, LOKETS have facilitated more than 25,000 events in various categories, with the majority coming from music concerts, performances, sports, exhibitions, and seminars.

Kharisma Putra as VP Growth & Revenue from Loket.com said, based on the data collected, it showed that the average ticket price was in the range of Rp. 100,000 to Rp. 225,000, with concert occupancy rates and performances reaching more than 80 percent.

Seasonal patterns also show that concerts are held at the beginning of the year and the fourth quarter, while festivals dominate in June and October. According to LOKET, the use of this data not only helps organizers determine more effective sales strategies, but also allows them to create experiences that are more valuable to audiences," he said, quoted Thursday, October 9.

Meanwhile, Edita Christiani as VP of Marketing Indodana Paylater highlighted changes in consumer behavior in accessing entertainment through paylater services.

"In the midst of shrinking public entertainment budgets, interest in concerts, festivals, and other entertainment events remains high. This is reflected in a significant increase in the use of paylaters on the LOKET platform, where throughout 2023 to 2025 transactions increased 44.05 percent, the number of tickets sold up 51.21 percent, and Gross Market Value grew by 58.98 percent. Indodana emphasizes that payment flexibility is an important factor that maintains public access to entertainment, as well as a solution so that consumers can enjoy experiences without being burdened with financial conditions, "explained Erita.

In terms of marketing, Shabina Gianti, Strategic Partnerships Business Development - Indonesia & Malaysia on TikTok emphasized the vital role of social media in expanding the range of events.

With the power of short content, community-based trends, and collaboration with creators, TikTok allows an event not only to be present on site, but also to live longer in the digital world. According to TikTok, the success of an event is not solely measured by the number of tickets sold, but also from how events can continue to be discussed, shared, and part of audience conversations after the event takes place," Shabina said.

The collaboration between LOKET, Indodana, and TikTok in this forum underscores the importance of synergy between data, financial services, and digital marketing to encourage the growth of a more inclusive, sustainable, and experience-oriented entertainment industry. Through this approach, event organizers are expected to be able to bring real added value to the community while strengthening the Indonesian entertainment ecosystem.