PENERAPAN STRATEGI KOMUNIKASI BENS RADIO DEMI MEMPERTAHANKAN PENDENGAR DI ERA DIGITAL

Dimas Handy Wibisana, . (2023) PENERAPAN STRATEGI KOMUNIKASI BENS RADIO DEMI MEMPERTAHANKAN PENDENGAR DI ERA DIGITAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Radio is a type of one-way mass media that reaches a very wide audience with messages in the form of news, information and entertainment. One of her mass media that we still enjoy listening to, radio has come a long way to become the mass communication medium it is today. In addition to these developments, Bens Radio is one of the radio stations that is actively building its brand in the digital age. Ben's radio, which still holds his credibility as the only Betawi radio, has its own uniqueness and the way it develops communication strategies to engage listeners. in the digital age. The research uses a qualitative methodology with a case-study approach that focuses on Bens Radio's media communications strategy for engaging listeners in the digital age. In this survey, there were 7 informants who were selected based on specific criteria. The study uses a Paid Media Earned Media Shared Media Owned Media (PESO) model. This study will use a data collection technique of in-depth interviews, observations, and narrative literature reviews. The study found that Bens Radio did not fully leverage the PESO model when implementing its communications strategy, using only earned, shared and owned media models, and paid It turns out that you don't use the PESO model for your media strategy. of communication. Additionally, Ben's radio has adopted another strategy as a supplement, and this one is riding the wave.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810411061] [Pembimbing: Siti Maryam] [Penguji 1: Drina Intyaswati] [Penguji 2: Priyono Sadjijo]
Uncontrolled Keywords: Radio Media, Communication Strategy, Paid Media, Earned Media, Shared Media, Owned Media
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: Dimas Handy Wibisana
Date Deposited: 13 Sep 2023 02:02
Last Modified: 13 Sep 2023 02:02
URI: http://repository.upnvj.ac.id/id/eprint/25718

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