AKTIVITAS MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN LOYALITAS PENDENGAR (STUDI DESKRIPTIF PADA PROGRAM ACARA ONE STOP MOVIES RADIO UNIMMA MAGELANG)

ARINA NUR HUSNIA , NIM. 09730046 (2013) AKTIVITAS MARKETING PUBLIC RELATIONS DALAM MENINGKATKAN LOYALITAS PENDENGAR (STUDI DESKRIPTIF PADA PROGRAM ACARA ONE STOP MOVIES RADIO UNIMMA MAGELANG). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

Unimma Radio is one of radio in Magelang, so it is necessary to have a Marketing Public Relations (MPR) which creatively to introduce, promote and increase their listener. One of favorite channel on the Unimma radio is One Stop Movies. While a radio reached target audience, correctly, it means the radio can survive to compete with other media that supported by a loyal listener. Company needs to establish and maintain loyality to decrease marketing cost, reach benefits as trade laverage that attract a new customers. Otherwise, loyality responds to competitor as fast as possible. This study is a qualitative research method. Data were collected by observation, interview and documentation. The informants at this study is Marketing and Public Relations (MPR) called mrs. Istiana, ms. Biyya Shakiena as broadcaster of One Stop Movies and Mrs. Dista Astikarini as Admin Executive Daily,. The results of this study indicate that the Marketing and Public Relations is an important part to maintain loyality of Unimma radio listeners, especially at the One Stop Movies. Depend on Kotler and Keller with 7 standart MPR activities formulated, Marketing and Public Relations of Unimma radio do the duties succesfully.

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