Integrated Marketing Communication Radio Three FM Aceh Dalam Bertahan di Era Media Online

Abstract

Penelitian ini berjudul Integrated Marketing Communication Radio Three FM Aceh Dalam Bertahan di Era Media Online. Penelitian ini bertujuan untuk mengetahui Strategi Komunikasi Pemasaran Terpadu yang diterapkan oleh radio three fm aceh dalam bertahan di era media online. Penelitian ini menggunakan pendekatan teori konvergensi media dan strategi komunikasi pemasaran terpadu (Integrated Marketing Communication). Pelitian ini menggunakan pendekatan kualitatif-deskriptif. Metode penelitian tersebut digunakan untuk menganalisis hasil penelitian. Data dalam penelitian ini diperoleh melalui wawancara semi terstuktur dengan empat orang informan. Data dalam penelitian ini juga diperoleh melalui studi pustaka/literatur dan dokomentasi. Hasil penelitian menunjukkan bahwa upaya radio Three FM Aceh dalam bertahan di era media online yaitu dengan memadukan tiga konsep utama yaitu on air, off air dan online melalui strategi komunikasi pemasaran terpadu yaitu advertising, direct marketing, pemasaran interaktif, dan promosi penjualan. Periklanan, dan internet marketing memiliki kontribusi besar untuk menarik pendengar, sedangkan promosi penjualan, penjualan personal dan pemasaran langsung memiliki kontribusi besar untuk menarik pengiklan. Radio Three FM Aceh juga memanfaatkan website dan sosial media dalam menjangkau dan berinteraksi dengan pendengar. untuk  membangun Positive Perception bagi pengiklan dan juga pendengar radio.Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran terpadu (Integrated Marketing Communication) radio Three FM Aceh berjalan cukup efektif walaupun ada beberapa elemen komunikasi pemasaran terpadu yang tidak begitu dijalankan secara efektif.

Kata Kunci: Radio, Integrated Marketing Communication, Media Online.

ABSTRACT

This study is entitled “Integrated Marketing Communication Of Three FM Aceh Radio on Surviving in The Online Media Era”. This study aims to determine the marketing communication strategies applied by Three FM Aceh radio on surviving in the online media era. This study uses a media convergence theory approach and an integrated marketing communication strategy. This research uses a qualitative-descriptive approach. The research method is used to analyze the results of the study. The data in this study were obtained through semi-structured interviews with four informants. Data in this study were also obtained through literature / literature studies and documentation. The results showed that Three FM Aceh's radio efforts to survive in the online media era were by combining three main concepts namely on air, off air and online through integrated marketing communication strategies namely advertising, direct marketing, interactive marketing, and sales promotion. Advertising, and internet marketing have a big contribution to attract listeners, while sales promotion, personal selling and direct marketing have a big contribution to attract advertisers. Radio Three FM Aceh also utilizes websites and social media in reaching and interacting with listeners to build Positive Perception for advertisers and also radio listeners. The results of the study showed that the integrated marketing communication strategy of three fm aceh radio was quite effective even though there were some elements of integrated marketing communication that were not very effective.

Keywords: Radio,  Integrated Marketing Communication, Online Media.