STRATEGI KOMUNIKASI PEMASARAN RADIO EL JOHN 95.9 FM SEBAGAI RADIO PARIWISATA DI KOTA PALEMBANG

AGUSTINA, WINDA and Sobri, Kiagus Muhammad and Bafadhal, Oemar Madri (2022) STRATEGI KOMUNIKASI PEMASARAN RADIO EL JOHN 95.9 FM SEBAGAI RADIO PARIWISATA DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

ABSTRAK Penelitian ini berjudul “Strategi Komunikasi Pemasaran Radio El John 95.9 FM Sebagai Radio Pariwisata di Kota Palembang”. Radio El John Palembang menjadi radio yang informatif, mendidik, menghibur, dan memajukan seni budaya yang memiliki potensial bagi masyarakat maupun pemerintah dalam memfokuskan pada industri pariwisata serta memberi peluang yang lebih besar terhadap kepariwisataan di kota Palembang melalui segmen khusus di radio tersebut. Tujuan penelitian ini adalah untuk mengetahui strategi komuikasi pemasaran radio El John 95.9 FM Palembang sebagai radio pariwisata di kota Palembang dalam mempertahankan eksistensi sebagai radio pariwisata di Palembang. Teori yang digunakan adalah teori bauran promosi atau Promotion Mix. Metode yang digunakan dalam penelitian ini yaitu penelitian kualitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan dengan observasi, dokumentasi, dan wawancara pada 5 informan yang berkaitan dengan Radio El John 95.9 FM. Teknik analisis data terdiri dari kondensasi data, penyajian data, dan penarikkan kesimpulan. Hasil dari penelitian ini menunjukkan bahwa dalam mempertahankan eksistensi sebagai radio radio pariwisata di Palembang, radio El John 95.9 FM melakukan beberapa strategi komunikasi pemasaran yaitu melalui periklanan, penjualan personal, pemasaran langsung, promosi penjualan, dan hubungan masyarakat. Strategi dari bauran promosi tersebut membantu radio El John 95.9 dalam mempertahan meningkatkan jumlah pengunjung, pengiklan, mempromosikan produk radio termasuk perihal pengembangan pariwisata, serta mempertahankan eksistensi dari radio di hati pendengar dan pengiklan. Kata Kunci: Strategi, Strategi Komunikasi, Pemasaran, Radio, Bauran Promosi, Pariwisata. ABSTRACT This research is entitled “El John 95.9 FM Radio Marketing Communication Strategy as Tourism Radio in Palembang City”. El John Palembang Radio is a radio that is informative, educating, entertaining, and promoting arts and culture that has potential for the community and the government to focus on the tourism industry and provide greater opportunities for tourism in the city of Palembang through a special segment on the radio. The purpose of this study was to determine the marketing communication strategy of El John 95.9 FM Palembang radio as a tourism radio in the city of Palembang in maintaining its existence as a tourism radio in Palembang. The theory used is the theory of the promotion mix or Promotion Mix. The method used in this study is a qualitative research with a descriptive approach. Data was collected by observing, documenting, and interviewing 5 informants related to Radio El John 95.9 FM. Data analysis techniques consist of data condensation, data presentation, and drawing conclusions. The results of this study indicate that in maintaining its existence as a tourism radio radio in Palembang, El John 95.9 FM radio performs several marketing communication strategies, namely through advertising, personal selling, direct marketing, sales promotion, and public relations. The strategy of the promotion mix helps El John 95.9 radio in maintaining an increasing number of visitors, advertisers, promoting radio products including tourism development, and maintaining the existence of radio in the hearts of listeners and advertisers. Keywords: Strategy, Communication Strategy, Marketing, Radio, Promotional Mix, Tourism.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Pemasaran, Promosi
Subjects:	H Social Sciences > HE Transportation and Communications > HE8689-8700.95 Radio and television broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Winda Agustina
Date Deposited:	28 Nov 2022 08:23
Last Modified:	28 Nov 2022 08:23
URI:	http://repository.unsri.ac.id/id/eprint/82880

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