Article Per Year (5 Year)
p-Index From 2021 - 2026
1.908
P-Index
This Author published in this journals
All Journal Ilomata International Journal of Management JIPMukjt:Jurnal Ilmu Pendidikan Muhammadiyah Kramat Djati Jurnal Manajemen, Akuntansi, Ekonomi Journal of Education and Culture The Eastasouth Management and Business West Science Business and Management Jurnal Pengabdian Masyarakat Rangkiang: Journal of Islamic Economics and Business Help: Journal of Community Service
Syahlan, Fatra
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
Radio Educational Promotion Management Strategy in Increasing Market Penetration of InformationLiteracy Programs for School Children Amir, Miftah; Syahlan, Fatra; Rachmadio, R. Edy; Nugraha, Derry
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 4 No. 3 (2026): Jurnal Manajemen, Akuntansi, Ekonomi
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v4i3.1804

Abstract

This study examines the promotional management strategies employed by educational radio stations and their impact on market penetration of information literacy programs among middle school students. Utilizing a quantitative descriptive-correlational design, data were collected from 384 students aged 12-15 years through structured questionnaires measured on a five-point Likert scale. The research operationalized promotional management strategies through four dimensions—advertising, public relations, sales promotion, and direct marketing—while market penetration was assessed through awareness, adoption, and engagement levels. Multiple linear regression analysis revealed that promotional strategies collectively explain 61.2% of variance in market penetration (R² = 0.612, F = 149.346, p < 0.001), indicating substantial predictive power. Public relations emerged as the most influential dimension (β = 0.357, p < 0.001), followed by direct marketing (β = 0.246, p < 0.001), advertising (β = 0.214, p < 0.001), and sales promotion (β = 0.198, p < 0.001). All promotional dimensions demonstrated statistically significant positive effects on market penetration. However, descriptive analysis revealed a critical awareness-to-engagement gap, with awareness scoring significantly higher (M = 3.82) than adoption (M = 3.21) and engagement (M = 3.11), indicating challenges in converting program knowledge into sustained listening behavior. The findings underscore the importance of relationship-building strategies and school partnerships over traditional advertising approaches in educational broadcasting contexts. Practical implications suggest that educational radio stations should prioritize public relations initiatives, foster institutional collaborations, and develop hybrid digital-radio formats to enhance market penetration and bridge the awareness-adoption gap. This research contributes to integrated marketing communication theory in educational media contexts and provides evidence-based recommendations for stakeholders committed to advancing information literacy among youth populations.
Co-Authors Ade Sobandi, Ade Amir, Miftah Berliana Berliana Dwi Budi Santoso Edy Rachmadio, R. Fazriah, Siti Gus, Risda Intansari, Intansari Joko Joko Nugraha, Derry Purnamasari, Laely Puspo Dewi Dirgantari Rachmadio, R. Edy Ratih Hurriyati, Ratih Rismawati, Neng Rizky, Hadist Romdon, Mujib Abdullah Satria, Restu SITI MARYAM Viola, Grisel