ANALISIS STRATEGI MEMBERSHIP TRIBUN FAMILY CARD HARIAN SERAMBI INDONESIA - Ayunda Putri; Amsal Amri (Jurnal Ilmiah Mahasiswa Fakultas Ilmu Sosial & Ilmu Politik, 2018)
Analisis Strategi Membership Tribun Family Card Harian Serambi IndonesiaABSTRAKPenelitian ini berjudul “Analisis Strategi Membership Tribun Family Card Harian Serambi Indonesia”. Penelitian ini bertujuan untuk mengetahui efektivitas strategi membership Tribun Family Card Harian Serambi Indonesia. Penelitian ini dianalisis menggunakan metode penelitian kualitatif dengan jenis deskriptif. Penelitian ini menggunakan teori AIDDA dan teori masyarakat konsumsi. Informan dalam penelitian ini terdiri dari manajer Harian Serambi dan member kartu TFC. Teknik pengumpulan data yang digunakan adalah wawancara, observasi dan dokumentasi. Teknik analisis data yang digunakan adalah reduksi data, penyajian data dan penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa member kartu TFC merasakan manfaat yang besar dari kepemilikan kartu tersebut. Hal ini disebabkan karena fasilitas yang ditawarkan oleh kartu TFC tersebut sesuai dengan kebutuhan dan keinginan anggota member. Meningkatnya jumlah member TFC menunjukkan bahwa strategi ini efektif dalam meningkatkan jumlah anggota member dan pelanggan Harian Serambi Indonesia.Kata Kunci: Strategi, Membership, Tribun Familly CardStrategy Analysis of the Tribun Family Card Membership by Serambi Indonesia Daily NewspaperABSTRACT This study is titled, “Strategy Analysis of the Tribun Family Card Membership by Serambi Indonesia Daily Newspaper”. It specifically aims to learn the effectiveness of the membership strategies, Tribun Family Card, run by the Serambi Indonesia daily newspaper. Analyzed with the descriptive qualitative method, AIDDA and consumer society theory was used in the current study. The Manager of Serambi Indonesia and TFC card members were both involved as the participants of the study. The data were collected through interviews, observation and documentation after which are reduced, presented, concluded and verified. The results suggested that the TFC card members greatly observed the benefits from the membership system. Facilities offered by the TFC membership have touched the needs and aspirations of its members. The increase in the membership subscription indicated its effectiveness in gaining more members and customers of Serambi Indonesia daily newspaper.Keywords: Strategy, Membership, Tribun Family Card