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All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity) Proceedings of Jogjakarta Communication Conference (JCC)
Mulawarman, Krisna
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Creative Strategy for Local Content at Radio Republik Indonesia Program 1 Yogyakarta to Serve Local Listeners in 2023 Fauziah, Elza Nur; Mulawarman, Krisna
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2023: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.4588

Abstract

Radio Republik Indonesia in its regional scope has an important role in packaging broadcast programs according to regional needs without violating central RRI rules. Therefore, what are the opportunities for the creative team to provide local content in programs determined by the center? The purpose of this research is to find out the steps of Radio Republik Indonesia Programa 1 Yogyakarta's local content creative strategy to serve local listeners in 2023. This research uses qualitative methods with data collection techniques through interviews, documentation, data reduction, data presentation, and conclusion drawing. The results of this research are: 1). RRI Pro 1 Yogyakarta conducts creative strategies by discussing materials or scripts and brainstorming by following trending topics. 2). Event planning by preparing broadcast needs and song selection. 3). Implementation of the event 4). This research is expected to increase innovations, for example in terms of broadcast content in local content and also more exploratory broadcast styles so that listeners are not bored when listening to the program.
Promotion Strategy of Rajawali Indonesia Event Organizer in Increasing the Number of Audiences for Prambanan Jazz Festival 2023 Post COVID-19 Gumay, Devi Qorotaayun; Mulawarman, Krisna
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2023: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.4592

Abstract

This research aims to describe qualitatively Rajawali Indonesia's strategy of using a promotion mix such as Advertising, Public Relations, Sales promotion, Personal Selling, and Direct Marketing after COVID-19 including using endorsement services through influencers, displaying advertisements on various media platforms including printed media newspapers and magazines, outdoor media billboards, social media Instagram, Tik-Tok, Twitter, Facebook and other media such as radio and television, media partners and local communities to attract the interest of the wider community. To test the validity of the data, researchers used the triangulation method. The results showed that Rajawali Indonesia successfully utilized all tools in the digitalization era for promotional activities and used the promotion mix as a marketing communication model to increase the number of spectators to >45.000 per day at the Prambanan Jazz Festival 2023.
Creative Strategy of CRAST FM Radio Podcast Program “Podcrast” in Maintaining the Existence of Campus Radio in the Digital Era Qurratul'aini, Yasmina; Mulawarman, Krisna
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

Community radio faces challenges in maintaining its existence amid shifting digital media consumption patterns. CRAST FM Radio, as a campus radio, developed the Podcrast program as a creative strategy to adapt to these changes. Initially distributed via Spotify, Podcrast later expanded to YouTube in an audio-visual format to reach a broader audience through media convergence.This research aims to analyze the creative strategies applied in the Podcrast program to maintain the existence of campus radio. Using a case study method, data were collected through in-depth interviews, observation, and documentation with informants comprising the Creative Director Coordinator, Deputy Coordinator, and Production Team of Podcrast. The findings show that Podcrast's creative strategy includes adapting content to current trends, flexible and collaborative production processes, and the use of social media (TikTok, Instagram) for promotion and audience engagement. The program segments, such as SRASI and POCI demonstrate content innovation tailored to different audience segments. Evaluation is conducted informally through reflective discussion, supporting continuous learning and improvement. In conclusion, Podcrast's creative strategy emphasizing media convergence, community building, and content innovation effectively strengthens CRAST FM's position as a digital campus media and ensures its sustainability amid the evolving digital media landscape.  
Marketing Communication Strategy through Social Media on TikTok Account @balemangrove_jrw to Increase Brand Awareness (November - December 2024 Periode) Hadi Tsani, Habib Rakhman; Mulawarman, Krisna
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This study discusses the marketing communication strategy through TikTok social media on the @balemangrove_jrw account to increase brand awareness of the Bale Mangrove Jerowaru ecotourism destination. The background of this study is the high potential of social media, especially TikTok, as an effective promotional tool in the environmental tourism sector. This study uses a qualitative approach with a case study method. Data were collected through interviews, observations, and documentation. The results of the study show that the use of TikTok as the main promotional medium with attractive visual content, utilization of trends, and interactive communication strategies has succeeded in attracting audience attention, encouraging tourist visits, and increasing Bale Mangrove brand awareness. This strategy is balanced with an educational approach and collaboration with influencers to expand the promotion reach. In conclusion, TikTok is an effective medium for building the image of a tourist destination, especially among the younger generation who are active in the digital world.
Co-Authors Fauziah, Elza Nur Gumay, Devi Qorotaayun Hadi Tsani, Habib Rakhman Qurratul'aini, Yasmina