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All Journal Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Komunikasi : Jurnal Komunikasi
Tiara Indah
Universitas Muhammadiyah Karanganyar
Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Strategi Televisi Lokal Kota Semarang untuk Mempertahankan Eksistensi Di Era Digital Romi Iriandi Putra; Tiara Indah; Dzikrina Aqsha Mahardika
Jurnal Komunikasi Vol. 14 No. 2 (2023): September 2023
Publisher : LPPM Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/jkom.v14i2.12019

Abstract

TVKU Semarang dan Cakra Semarang TV sebagai televisi lokal daerah yang mengangkat unsur budaya lokal Jawa Tengah serta mengembangkan ilmu pengetahuan yang ada di Kota Semarang. Perkembangan teknologi internet mengakibatkan persaingan dalam perebutan sumber daya penghidupan televisi lokal juga semakin kompetitif. Akan tetapi Cakra Semarang TV dan juga TVKU masih dapat bertahan dengan tayangan yang menjunjung tinggi unsur budaya lokal Semarang. Penelitian ini bertujuan untuk mengetahui strategi komunikasi pemasaran Cakra Semarang TV dan TVku dalam mempertahankan eksistensinya. Penelitian deskriptif kualitatif ini menggunakan teori niche yang melihat unsur niche breadth, niche overlap, dan competitive superiority. Peneliti melakukan pengumpulan data dengan cara wawancara mendalam, observasi, dokumentasi, dan pengumpulan arsip rekaman dari televisi lokal Semarang.  Dari hasil penelitian ini, peneliti menemukan strategi yang digunakan dengan menjalankan aktivitas marketing mix, meningkatkan brand awareness dengan konsep 7P, peran penting seorang marketing public relations dalam menjembatani kerjasama, instansi pemerintah menjadi sasaran utama (market niche) dalam sumber daya penghidupan televisi lokal, memanfaatkan berbagai platform media yang tersedia di Era digital, dan menjalin kerjasama yang bersifat longterm dengan cara membangun ikatan yang kuat (bonding), saling berempati (empathy), saling menguntungkan dan memberikan timbal balik (reciprocity), dan berkomitmen terhadap kepercayaan yang dibangun (trust)
Implementation of Short Video Digital Marketing to Increase Sustainable Tourism Visits: Study Batik Girilayu Tourist Village in Karanganyar Regency Hasni Dyah Kurniawati; Tiara Indah; Sujatmiko Sujatmiko
Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Vol. 10 No. 1 (2026)
Publisher : Research and Community Service Center, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jk.v10i1.2264

Abstract

This study aims to analyze the effectiveness of short video marketing in increasing tourist interest in visiting Batik Girilayu Tourism Village. A quantitative approach was used through an experimental design with an intervention group (short video) and a control group (posters/photos), using the Mann–Whitney test to see the differences between the groups. The test results showed significant differences in most variables, such as visual perspective, visual content, narration appeal, and travel intention, where the intervention group obtained a higher mean rank than the control group. To reinforce the quantitative results, in-depth interviews were conducted with seven respondents from the intervention and control groups, as well as representatives of the tourism village management. The interview results showed that short videos provided a more immersive, interesting, and memorable experience, making them more effective in building interest in visiting. In addition, tourism village managers assessed that short videos were easier to go viral on social media and contributed to increasing the interaction of potential tourists with the management. This study confirms that short video marketing is an effective promotional strategy in attracting tourists, although there are still limitations in the scope of the sample, the social media platforms studied, and the number of interview respondents. Therefore, further research with a broader scope, the use of various digital platforms, and long-term evaluation are needed to strengthen the findings.
Co-Authors Dzikrina Aqsha Mahardika Hasni Dyah Kurniawati Putra, Romi Iriandi Sujatmiko Sujatmiko