STRATEGI KOMUNIKASI PEMASARAN SWARAGAMA FM DALAM MENINGKATKAN MINAT PEMASANG IKLAN DI MASA PANDEMI BERDASARKAN ANALISIS KEKUATAN MEDAN

R. Rahadian Surya Bagaskara, NIM.: 17107030096 (2022) STRATEGI KOMUNIKASI PEMASARAN SWARAGAMA FM DALAM MENINGKATKAN MINAT PEMASANG IKLAN DI MASA PANDEMI BERDASARKAN ANALISIS KEKUATAN MEDAN. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

By the growth of technology, make Swaragama FM radio have to improve and upgrade their management and also marketing communication strategy to stay exist. But then the covid-19 virus appeared, shocked the world and becomes pandemic, brings down all sectors of economy including radio industries. That’s make the struggle of Swaragama FM is more difficult than before. The type of research is mixed method quantitative and qualitative, data obtained from questionnaire, interviews and observation. This study uses Force Field Analysis to analyse the problem of the research. This mixed analysis method is a way to find out the factor which can be a booster, and which can be a threats of the purpose. The purpose of this study is to get to know how Swaragama FM radio marketing communication strategy to reach more advertising spender on the pandemic covid-19 season. Based on the results of research conducted by researchers, it shows that the widely known of Swaragama FM is a booster key factor. And the growth of digital online media is a most threats of the purpose. The process of making marketing communication strategy, Swaragama FM management is also considering 7P of marketing mix.

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