Event sponsorship pt arkadia digital media Tbk pada portal berita suara.com = Event sponsorship of pt arkadia digital media Tbk in news portal suara.com

Gunawan, Bella (2018) Event sponsorship pt arkadia digital media Tbk pada portal berita suara.com = Event sponsorship of pt arkadia digital media Tbk in news portal suara.com. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Masyarakat membutuhkan informasi dan hal ini dimanfaatkan para petinggi untuk mendirikan portal berita sebagai sumber informasi yang dapat diakses kapan dan dimanapun. Namun tidak jarang ditemui portal berita yang memuat berita palsu atau hoax. PT Arkadia Digital Media Tbk menghadirkan “Suara.com” sebagai portal berita yang menyajikan informasi terhangat mulai dari politik, bisnis, hukum, sepakbola, entertainment, gaya hidup, otomotif, teknologi sains hingga jurnalisme warga. Pemberitaan yang jujur, berimbang, dan independen tanpa kepentingan politik maupun bisnis tertentu menjadi resistensi Suara.com melawan terpaan portal berita kompetitor. Sebagai portal berita baru, Suara.com percaya event sponsorship sebagai salah satu strategi komunikasi pemasaran. Event sponsorship memiliki lima tahapan, yaitu: 1) menyeleksi sponsorship event, 2) perjanjian sponsorship, 3) membuat event khusus, 4) penyergapan event, dan 5) mengukur keberhasilan. Selain murah, event sponsorship memiliki manfaat besar dalam memasarkan brand pada target market yang sesuai. Konsep ini sukses membawa Suara.com sebagai portal berita berusia muda yang terverifikasi oleh Dewan Press berada diperingkat ke-tujuh Alexa pada bulan May 2018. Hal ini menjadi inovasi baru pada dunia pemasaran portal berita Indonesia bahwa event sponsorship memiliki kualitas yang tidak miliki alat pemasaran lain. / People need information and it used by chiefs to establish news portals as sources of public’s information that can be accessed anytime, anywhere. But it is not uncommon to find news portals that contain fake news or hoaxes. PT Arkadia Digital Media Tbk presents “Suara.com” as a news portal that provide the hottest information starting from politics, business, law, football, entertainment, lifestyle, automotive, science technology until citizen journalism. Honest, balanced, and independent news without certain political or business interest make Suara.com resistance against the exposure of competitor’s news portals. As a new news portal, Suara.com believes event sponsorship is one of the marketing communication strategies. There are five stages of event sponsorship: 1) selecting event sponsorship, 2) sponsorship agreements, 3) creating special events, 4) ambushing events, and 5) measuring success. Beside inexpensive, event sponsorship has a lot of benefit in marketing the brand to the appropriate target market. This concept successfully brought Suara.com as a young news portal verified by Press Council at the seventh rank of Alexa in May 2018. This is become an innovation in the Indonesian news portal marketing segmentation that event sponsorship has qualities that no other marketing tool has.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Gunawan, BellaNIM00000012750bella_230497@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWardaningsih, Agustin DianaNIDN0320057505UNSPECIFIED
Thesis advisorEffendy, EricUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: news portal; event sponsorship; portal berita
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Mr Samuel Noya
Date Deposited: 17 Jun 2020 04:22
Last Modified: 21 Jul 2020 08:52
URI: http://repository.uph.edu/id/eprint/8861

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