Skripsi

STRATEGI KOMUNIKASI PEMASARAN DALAM MENINGKATKAN JUMLAH PENDENGAR RADIO ORBAN FM PALEMBANG

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The development of digital media requires local radio stations to adapt in order to maintain their existence and listener numbers. This study aimed to analyze the marketing communication strategy of Orban FM Palembang in increasing its audience through an Integrated Marketing Communication (IMC) approach. This research employed a qualitative approach, and data were collected through in-depth interviews with the station manager, marketing team, broadcasters, and supporting informants. The findings showed that Orban FM implemented IMC elements in an integrated manner through events as the core strategy, advertising, sales promotion, brand collaboration, broadcasters as brand ambassadors, and media convergence through social media and website streaming. Events served as the central strategy in building engagement and listener loyalty. The study concluded that the integration of offline and digital strategies through the IMC approach strengthened Orban FM’s positioning as a youth-oriented radio station in Palembang and contributed to increasing brand awareness and audience growth.

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Detail Information

Series Title

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Call Number

T1948922026

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2026

Collation

xiv, 134 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

659.107

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Ilmu Komunikasi
Komunikasi Pemasaran -- Strategi

Specific Detail Info

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Statement of Responsibility

KA

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