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Reza Safitri
Universitas Brawijaya
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Journal : Nomosleca

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STRATEGI KOSMONITA MALANG UNTUK MENGOPTIMALISASI KONTEN PROGRAM PEREMPUAN DALAM MEMPERTAHANKAN POSITIONING SEBAGAI RADIO BERSEGMEN PEREMPUAN Sylvatri, Hapsari Dian; Safitri, Reza; Wulandari, Maulina Pia
Jurnal Nomosleca Vol 5, No 1 (2019): April 2019
Publisher : Universitas Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/nomosleca.v5i1.2784

Abstract

Abstract This study aims to optimize the content of women's programs in the form of inserts on Kosmonita radio Malang. This research is an action research study, that focuses on actions that involve researchers and community members, organizations that want to be studied. The purpose of action research is to produce changes with certain actions to refer to social change. The object of this research is Radio Kosmonita Malang, and focuses on radio marketing strategy theory by using STP theory (segmentation, targeting, positioning) and also using SWOT analysis (Strength, Weakness, Opportunity, and Thread) as supporting theories in order to find the right strategy to optimize women's content programs in Kosmonita radio Malang. Data collection was conducted with Focus Group Discussion, interviews, making radio inserts, and conducting surveys on Kosmonita radio’s listeners in Malang. The results showed that before there was an insert, the inspiring woman program was not optimal, but after the insert, there was an optimization of women's program content. The conclusion of this study is the addition of inspiring women's content, which contains the success stories of female in various fields, increasingly optimizing this program. Based on these conclusions, the researchers suggested to mak the insert as a talk show program that broadcast regularly on Kosmonita radio Malang and the second is regular research or survey so that it could provide new innovations for broadcast programs on Kosmonita radio Malang. Keywords: radio, marketing strategy, swot analysis, action research.DOI : https://doi.org/10.26905/nomosleca.v5i1.2784
Co-Authors A.A. Ketut Agung Cahyawan W Airlangga, Muhammad Hafidz Daros Ansahnarmi, Annisa Arief, Muhammad Dimas Sulthan Astaningrum, Meita Dinar Atma Amanda Putri Avicenna, Fitria Azahar Kasim Bambang Dwi Prasetyo Budi Sawitri Chandra Sari, Rohmah Nia Darmawati, Surya Daros Airlangga, Muhammad Hafidz Darsono Wisadirana Dewi Kartika Ardiyani Edi Dwi Cahyono Eka Pradesti Eko Wahyudi, Lestari Eleonora Rumengan, Angelina Elsa Badriyya Erizal Zaini Febiola, Intri Fiaji, Noveria Anggraeni Firmannandya, Ade Fitri Avicenna Hanim, Faridha Hanindita Basmatulhana Hertanto, Dedy Iftita, Hasanatul Ihsan, Ikhwanul INDRAYANI INDRAYANI Ismi Aulil Wardani Jessica, Adhitya Kanto, Sanggar Kasim, Azahar Keppi Sukesi Keppi Sukesih Kliwon Hidayat Kriyantono, Rachmat Kriyantono kurniawan, jihan Kuswanto Kuswanto Lisda Veronika M.Pd S.T. S.Pd. I Gde Wawan Sudatha . Mashita Putri Hatama Maulina Pia Wulandari Monica Trivena Nainggolan Muhammad Hafidz Daros Airlangga Muhammad Syukri Nainggolan, Monica Trivena Nanang Krisdinanto Nelci Batlolona Ningtias, Iin Nisa Alfira Noor Aziah Abdullah Norhadi Norhadi Normahfuzah Ahmad Noveria Anggraeni Fiaji Noviadhista, Ulwan Fakhri Oktaviani, Fitri Hariana Patricia Baliana Da Costa Pramesthi, Hanum Kanthi Prasetyo, Agus Subhan Primardiana Hermilia Wijayati Purwandi, Edeliya Relanika Putri Nila Rahmataini Putri Sadayi, Delila Putri, Atma Amanda Rachmat Kriyantono Rachmat Kriyantono Rilo Pambudi Riski Amalia Rizky Trisna Putri Rohmah Nia Chandra Sari Rois, Aulia Nur Rosaini, Henni Saafrida Said, Moch Fauzie Saleh, Ahmad Muwafik Salsabila, Laluna Sandis Wahyu Prasetiyo Sari, Rohmania Chandra Satriawan, Pravasta Wahyu Sinta Swastikawara Siti Noer Tyas Tuti Sujoko, Anang Sundoko Sundoko Surya Darmawati Susanto, Amin Heri Sylvatri, Hapsari Dian Trida, Mutiara Tristania Puspa Kintani Tyas Tuti, Siti Noer Ulwan Fakhri Noviadhista Uswatul Hasanah Utomo, Pradita Eko Prasetyo Wahyuni, Silvia Santi Warda Firdausi Karimah Wijanarko, Wisnu Wisnu Widjanarko Yandi Aulia Rahman Yayuk Yulianti Yeni Pramita Yuliza, Sukma Zayniddin, Zanakulov