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All Journal Innovative: Journal Of Social Science Research
Athallah, M. Rafii
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Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

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Strategi Komunikasi Pemasaran “Tangerang Radio” dalam Meningkatkan Pendengar Pasca Pandemi Athallah, M. Rafii
Innovative: Journal Of Social Science Research Vol. 4 No. 1 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i1.16258

Abstract

This research entitled “Tangerang Radio Marketing Communication Strategy in Increasing Post-Pandemic Listeners” This research is entitled 1) To find out the strategy implemented in the marketing communications of “Tangerang Radio” in dealing with Covid-19. The method used in this research is qualitative method and a descriptive qualitative approach. Data collection techniques consisting of literature study and field research. Field research consists of : Participant observation, interviews with external parties and internal parties. Based on the research results, it can be concluded that Tangerang Radio is a government radio which aims to provide information and entertainment to the people of Tangerang district. During this pandemic, Tangerang Radio is moving quickly so that this radio continues to be broadcast and enjoyed by listeners by impelementing marketing strategies through Youtube and Podcast (Spotify). Tangerang Radio also has the advantage of being a government radio in the Tangerang area, so that in this way the interest of listeners is increasingly widespread. With this convergence, thecommunity responds positively and enthusiastically. Because things like this make it very easy for people to listen to the programs that Tangerang Radio has. The public also feels helped by the information provided by Tangerang Radio because the information provided is valid. Apart from that, information and entertainment are presented in a balanced manner, balanced iin terms of age and needs. Based on the research results, the author provides several suggestions, namely, Tangerang Radio needs creativity in creating content. Youtube and podcasts should be run optimally and produced regularly
Strategi Komunikasi Pemasaran “Tangerang Radio” dalam Meningkatkan Pendengar Pasca Pandemi Athallah, M. Rafii
Innovative: Journal Of Social Science Research Vol. 4 No. 1 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i1.16487

Abstract

Penelitian ini berjudul "Strategi Komunikasi Pemasaran Radio Tangerang dalam MeningkatkanPendengar Pasca Pandemi" Penelitian ini berjudul 1) Untuk mengetahui strategi yang diterapkandalam komunikasi pemasaran "Radio Tangerang" dalam menghadapi Covid-19. Metode yangdigunakan dalam penelitian ini adalah metode kualitatif dan pendekatan kualitatif deskriptif. Teknikpengumpulan data yang terdiri dari studi literatur dan penelitian lapangan. Penelitian lapangan terdiridari : Observasi partisipan, wawancara dengan pihak eksternal dan pihak internal. Berdasarkan hasilpenelitian, dapat disimpulkan bahwa Radio Tangerang merupakan radio pemerintah yang bertujuanuntuk memberikan informasi dan hiburan kepada masyarakat Kabupaten Tangerang. Di masapandemi ini, Radio Tangerang bergerak cepat agar radio ini terus disiarkan dan dinikmati olehpendengar dengan menerapkan strategi pemasaran melalui Youtube dan Podcast (Spotify). RadioTangerang juga memiliki keunggulan sebagai radio pemerintah di wilayah Tangerang, sehinggadengan cara ini minat pendengar semakin meluas. Dengan konvergensi ini, masyarakat meresponsecara positif dan antusias. Karena hal-hal seperti ini membuat orang sangat mudah untukmendengarkan program-program yang dimiliki Radio Tangerang. Masyarakat juga merasa terbantudengan informasi yang diberikan oleh Radio Tangerang karena informasi yang diberikan valid. Selainitu, informasi dan hiburan disajikan secara seimbang, seimbang dalam hal usia dan kebutuhan.Berdasarkan hasil penelitian, penulis memberikan beberapa saran, yaitu, Radio Tangerangmembutuhkan kreativitas dalam membuat konten. Youtube dan podcast harus dijalankan secaraoptimal dan diproduksi secara teratur
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