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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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Journal : Proceeding ISETH (International Summit on Science, Technology, and Humanity)

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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.
Co-Authors Fauziah, Elza Nur Gumay, Devi Qorotaayun Hadi Tsani, Habib Rakhman Qurratul'aini, Yasmina