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All Journal EDU CIVIC Jurnal Pendidikan Biologi Indonesia Jurnal Florea Saintifik : Jurnal Matematika, Sains, dan Pembelajarannya Seminar Nasional Lahan Suboptimal AVICENNA JIIP (Jurnal Ilmiah Ilmu Pendidikan) Jurnal Abdimas Bina Bangsa Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi Golden Ratio of Data in Summary
Mohammad Amin
Fakultas Pertanian Universitas Lampung
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Mathematics Physics Public Health Social Sciences Other

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Journal : Golden Ratio of Data in Summary

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Radio Suara Surabaya's Marketing Communication Strategy In Seeking Advertising Clients Anwar, Miftahol; Nada, LIfatin; Zain, Feri; Amin, Mohammad
Golden Ratio of Data in Summary Vol. 5 No. 4 (2025): August - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i4.1666

Abstract

Competition among radio stations is becoming increasingly fierce due to the increasing number of radio stations. For private radio stations, advertising is a key input in operating as a professional and profitable mass media outlet. Therefore, radio stations must have a marketing communications strategy to attract advertisers. The author chose Radio Suara Surabaya as the research object because, amidst intense competition in the Indonesian broadcast radio industry for advertisers, Radio Suara Surabaya remains viable and resilient. The research question is how Radio Suara Surabaya employs its marketing communications strategy to attract advertisers. The purpose of this research is to determine Radio Suara Surabaya's marketing communications strategy. This qualitative study used primary data collection through observation, interviews, and documentation. The results concluded that Radio Suara Surabaya's marketing communications strategy to attract advertisers focuses heavily on a personal and integrated approach, based on SWOT and STP analyses. Radio SS employs a compelling promotional mix of personal selling, advertising, and public relations, which has proven to be superior in terms of app installs and followers across various social media platforms.
Co-Authors Anwar, Miftahol Ariani, Indah Arnando, Edo Betty Lukiati Bintang Agustina Pratiwi Darmawan Darmawan Ellya, Ellya Endang Suarsini Erwan Sastrawan Handajan, Retno Harjuita, Tiara Rifki Hodifa, Veronita Jirana, Jirana Listawati, Rizki Mei Muhammad Soleh Nada, Lifatin Prihatin, Lilik Ririen Hardani Supiana Dian Nurtjahyani Teguh Hilmansyah Toni Susanto Umie Lestari Wulan Angraini Yanuarti, Riska Zain, Feri ZIDNY, M. ZIDNY NAFI' HASBI