STRATEGI KOMUNIKASI OKEZONE RADIO JAKARTA DALAM MEMPERKUAT EKSISTENSI MELALUI PROGRAM SIARAN GOOD AFTERNOON ZONE

Nabila Mutiara Nathania, . (2025) STRATEGI KOMUNIKASI OKEZONE RADIO JAKARTA DALAM MEMPERKUAT EKSISTENSI MELALUI PROGRAM SIARAN GOOD AFTERNOON ZONE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research aims to examine the marketing communication strategies of Okezone Radio Jakarta in strengthening its existence through the Good Afternoon Zone broadcast program. Previously known as Global Radio, Okezone Radio is a contemporary hits radio station in Indonesia that operates in Jakarta, Bandung, and surrounding areas under the iNews Media Group, part of Media Nusantara Citra (MNC). The study focuses on the communication strategies employed by Okezone Radio Jakarta to enhance its existence in the era of Industry 4.0, where everything has shifted to digital. Additionally, the growing number of radio stations has intensified competition within the radio industry. The purpose of this research is to explain how Okezone Radio Jakarta implements its communication strategies to strengthen its presence. The study employs a qualitative case study method with data collected through interviews. The theoretical framework used in this research is Kotler and Keller's Marketing Theory, which encompasses the 4Ps: Product, Place, Promotion, and Price. The research findings indicate the implementation of Kotler and Keller's 4Ps marketing theory to achieve marketing goals and strengthen Okezone Radio's existence. The Product includes unique segments such as Koreantusias and Ih Kangen Curhat, presented in a distinctive manner with interactive content. The Place includes the Good Afternoon Zone broadcast at the 88.4 FM frequency, along with its integration with Okezone Radio Jakarta's social media platforms. Promotion is carried out through collaborations with sponsors and active engagement on social media. Meanwhile, the Price aspect is derived from sponsorship revenue or audience data. Okezone Radio Jakarta's structured management strategy, through the application of Kotler's 4Ps marketing mix, has successfully strengthened its existence amidst the increasingly competitive media industry via the Good Afternoon Zone broadcast program.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411102] [Pembimbing: Damayanti] [Penguji 1: Siti Maryam] [Penguji 2: Kumala Hayati]
Uncontrolled Keywords: Existence, Okezone Radio, Good Afternoon Zone Broadcast Program, Communication Strategy
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: NABILA MUTIARA NATHANIA
Date Deposited: 26 Mar 2025 02:39
Last Modified: 26 Mar 2025 06:48
URI: http://repository.upnvj.ac.id/id/eprint/36511

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