STRATEGI KOMUNIKASI PEMASARAN RADIO INDRALAYA SEBAGAI RADIO LOKAL DI KABUPATEN OGAN ILIR PROVINSI SUMATERA SELATAN

PUTRI, SEPTA NADIA and Yanti, Mery and Pratiwi, Miftha (2020) STRATEGI KOMUNIKASI PEMASARAN RADIO INDRALAYA SEBAGAI RADIO LOKAL DI KABUPATEN OGAN ILIR PROVINSI SUMATERA SELATAN. Undergraduate thesis, Sriwijaya University.

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Abstract

This research titled "Radio Indralaya Marketing Communication Strategy in Maintaining Its Existence as Local Radio in Ogan Ilir Regency, South Sumatra Province". This research purpose is to determine the marketing communication strategy of Radio Indralaya in maintaining its existence as a local radio in Ogan Ilir Regency, South Sumatra Province. This research uses marketing communication theory Integrated Marketing Communication (IMC) by Wibowo and Priansa (2017: 172) and using descriptive qualitative methods, that the data obtained from in-deep interviews with 3 main informants and 1 additional informant, also use observations, library studies, and documentation methods. From the results of this research, it can be indicate that the marketing communication strategy carried out by Radio Indralaya as a local radio has fulfilled the elements in integrated marketing communication/ IMC, namely the existence of advertising, direct marketing, sales promotion, personal selling, interactive marketing, and public relations. The marketing communication strategy is carried out by approaching the community, both listeners and advertisers and adapting to technology developments, which is the appearance of social media and the internet. No limitation on the types of advertisements that are broadcasted, establish cooperation with other companies, and carry out activities that involve many people interact with the community.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Marketing Communication Strategy, Radio Indralaya, Local Radio
Subjects:	H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Users 9189 not found.
Date Deposited:	15 Dec 2020 04:32
Last Modified:	15 Dec 2020 04:32
URI:	http://repository.unsri.ac.id/id/eprint/38467

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