STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN LOYALITAS PENDENGAR: STUDI KASUS PROGRAM 'KIS IN THE MORNING'

Yudhistira Akbar Heidar Kemalsyah, . (2026) STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN LOYALITAS PENDENGAR: STUDI KASUS PROGRAM 'KIS IN THE MORNING'. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The radio broadcasting industry currently faces challenges of digital disruption, demanding strategic adaptation to maintain existence and listener loyalty. This study aims to analyze the marketing communication strategy implemented by Radio KIS 95.1 FM through its flagship program, KIS in the Morning, in an effort to increase listener loyalty amidst intense media competition. This research employs a descriptive qualitative method with a case study approach. Data collection was conducted through in-depth interviews with announcers, the management team, and listeners, supported by participatory observation and documentation. Data analysis was performed using the Integrated Marketing Communication (IMC) theoretical framework and Customer Loyalty concepts. The results show that KIS 95.1 FM implements an integrated marketing communication strategy resting on four main pillars. First, the effectiveness of personal selling through announcer characters that build emotional relationships based on "friendship" and authenticity. Second, the implementation of inclusive interactive marketing through the utilization of digital technology (voice notes and social media) to enhance listener engagement. Third, consistency of message and branding, strictly maintained through managerial synergy to create a solid brand identity in accordance with the tagline #EmbraceTheWomanInYou. Fourth, loyalty transformation through community management that converts passive listeners into active participants via off-air event validation and retention strategies in digital community groups. In conclusion, the synergy between the announcers' humanist approach and a structured IMC strategy effectively creates strong emotional bonds and increases the loyalty of KIS 95.1 FM listeners.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2110411065] [Pembimbing: Ratu Laura Mulia BP.] [Penguji 1: Windhi Tia Saputra] [Penguji 2: Ratu Nadya W]
Uncontrolled Keywords: Marketing Communication Strategy, Integrated Marketing Communication (IMC), Listener Loyalty, Radio, Personal Selling.
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: YUDHISTIRA AKBAR HEIDAR KEMALSYAH
Date Deposited: 12 May 2026 06:34
Last Modified: 12 May 2026 06:34
URI: http://repository.upnvj.ac.id/id/eprint/50355

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