STRATEGI KOMUNIKASI PEMASARAN PORTAL BERITA ONLINE PALPRES.COM DALAM MENJARING PEMBACA

PUTERI, CHELSY ANANDA and Lionardo, Andries and Andarini, Rindang Senja (2023) STRATEGI KOMUNIKASI PEMASARAN PORTAL BERITA ONLINE PALPRES.COM DALAM MENJARING PEMBACA. Undergraduate thesis, Sriwijaya University.

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Abstract

The online news portal Palpres.com is an online media portal which is a business development of the Palembang Ekspres print media under the auspices of PT Wahana Citra Merdeka. The online news portal Palpres.com needs readers or viewers to maintain its existence amidst the onslaught of online media that is currently emerging. This research aims to determine the marketing communication strategy of the online news portal Palpres.com in attracting readers. The data obtained is the result of in-depth interviews, observations and documentation studies using qualitative research methods. This research uses the Integrated Marketing Communication (IMC) theory which has six elements, namely advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling. The results of this research show that the online news portal Palpres.com has implemented these six elements to attract readers, although some have not been implemented significantly. From this research, it is known that currently the application of Search Engine Optimization (SEO) strategies, manual news sharing, various events and also direct face-to-face sales with relationships are indicators that have the potential to increase the number of readers. Keywords: Palpres.com, Marketing Communication Strategy, Integrated Marketing Communication

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Palpres.com, Strategi Komunikasi Pemasaran, Komunikasi Pemasaran Terpadu
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Chelsy Ananda Puteri
Date Deposited:	26 Jan 2024 02:59
Last Modified:	26 Jan 2024 02:59
URI:	http://repository.unsri.ac.id/id/eprint/139889

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