KOMUNIKASI PEMASARAN TERPADU RADIO PENYIARAN DALAM MENARIK MINAT PEMASANG IKLAN (Studi Deskriptif Kualitatif Terhadap Lembaga Penyiaran Swasta Radio Metta 104.7 FM di Solo)

Aldhi Kurniawan Suswandaru Hardiansyah, NIM 13730013 (2017) KOMUNIKASI PEMASARAN TERPADU RADIO PENYIARAN DALAM MENARIK MINAT PEMASANG IKLAN (Studi Deskriptif Kualitatif Terhadap Lembaga Penyiaran Swasta Radio Metta 104.7 FM di Solo). Skripsi thesis, UIN Sunan Kalijaga.

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Abstract

The company's promotional strategy is one of the way to increase the marketing and developing the company. One of the strategies that has to be done in the company to market its products is using the marketing communication strategy which is packed into marketing communication's form that can attract the interest of advertisers to put ads on Metta FM radio which is one of the private radio audience segmentation with the family. Based on that background, the researchers interested in conducting research on the marketing strategy of the company. The problem statement of the research is how marketing communications conducted Metta FM radio in attracting the advertisers. whereas the aim of this research is to find out how the strategy applied to Metta FM radio in attracting the advertisers. The concept used in this study refers to the strategy of Integrated Marketing Communication which describing the indicators of integrated marketing communication strategy that includes advertising, personal selling, internet marketing, direct marketing, public relations, sales and promos. The aspects associated with the factors forming the interest based on the dimensions of service quality. The methods used in this research is the descriptive method with qualitative approach. The method of data collection was done by obtaining information and data by conducting in-depth interviews with speakers, namely Marketing Manager Metta FM radio and the advertisers who advertise on the Metta FM radio. afterwards with observation and documentation. As well as using the secondary data to strengthen research. The results of this research obtained that Metta FM radio has been conducting the communication with its marketing, it proving a success achieved by Metta FM radio through integrated marketing communication strategy consisting of advertising, sales personal, internet marketing, direct marketing, public relations, sales and promos. So it can be concluded that Metta FM radio in attracting advertisers through integrated marketing communications as its marketing communication strategy the main runway, where the communication strategy of marketing integrated marketing company positioned Metta FM radio as a radio broadcast devoted to family. Keywords: Marketing Communication, Attracting Advertisers, Radio Broadcast

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