Kegiatan Marketing Public Relations Radio Gen 98.7 FM dalam Upaya Meningkatkan Loyalitas Pendengar = Marketing Public Relations Activities In Radio Gen 98.7 FM In Improving Listener Loyalty

Kezia, Chantal Narine (2020) Kegiatan Marketing Public Relations Radio Gen 98.7 FM dalam Upaya Meningkatkan Loyalitas Pendengar = Marketing Public Relations Activities In Radio Gen 98.7 FM In Improving Listener Loyalty. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Radio Gen 98.7 FM merupakan radio swasta yang berada di bawah naungan PT Mahaka Radio Integra Tbk (MARI). Radio Gen 98.7 FM telah mengudara sejak 9 Agustus 2007, yang berarti sudah memasuki tahun ke 13 Gen FM menemani masyarakat Jakarta. Persaingan antar radio-radio di Ibu Kota semakin ketat, radio Gen 98.7 FM dituntut untuk dapat terus berkarya dan mempertahankan pendengarnya demi terwujudnya tujuan perusahaan, yaitu memajukan industri musik indonesia. Menjalin hubungan baik dan memelihara hubungan dengan para pendengar untuk nantinya menjadikan mereka sebagai pendengar setia merupakan hal penting yang harus diperhatikan oleh setiap stasiun radio. Pendengar adalah kunci dari keberlangsungan sebuah stasiun radio, karena banyaknya jumlah pendengar dapat mempengaruhi keuntungan yang akan didapatkan. Oleh karena itu, Radio Gen 98.7 FM melakukan kegiatan Marketing Public Relations sebagai upaya untuk meningkatkan loyalitas pendengar. Berdasarkan hasil magang dan pengamatan pemagang, kegiatan Marketing Public Relations telah dilakukan dengan baik sesuai dengan proses perencanaan sampai pada tahap evaluasi. Kegiatan yang dilakukan oleh radio Gen 98.7 FM untuk meningkatkan loyalitas pendengar adalah publikasi melalui media sosial, membagikan merchandise sebagai identitas perusahaan, penyelenggaraan event, berita dalam bentuk press release dan news letter serta melakukan kerja sama dengan client sebagai bentuk sponsorship. Kegiatan tersebut telah mendapat respon yang baik dari para pendengar serta masyarakat Jakarta. / Radio Gen 98.7 FM is a public radio station in Jakarta which is part of PT Mahaka Radio Integra Tbk. (MARI). Radio Gen 98.7 FM has been airing since 9th of August 2007 and this year marked its 13th year of airing in the capital city. Nowadays, as the competition between radio stations is getting tight, Radio Gen 98.7 FM required to maintain its loyal listeners in order to achieve the company’s goal; actively involves in developing the music industry in Indonesia. Establishing and then maintaining good relations with the listener to lead them to become a loyal listener is one of the most important things which need to be the focus in the middle of the tight competition. Indeed, the listener is the heart of a radio station because the total number of listeners is proportional with the income. Therefore, Radio Gen 98.7 FM generates some Marketing Public Relations activities in order to improve listener loyalty. Based on the author’s observation during the internship program, the Marketing Public Relations activities have been done well by Radio Gen 98.7 FM, from the planning process to the evaluation. Their activities are doing publications through their social media accounts, distributing the company’s merchandise to the listener, organizing some events, spreading the news in the form of press release and newsletter, and collaborating with the clients by doing sponsorship program. All those activities get a good response from the listener and also the greater audience in Jakarta.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Kezia, Chantal NarineNIM00000026181Chantalkeziaa@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTarigan, Rose EmmariaNIDN0328066802UNSPECIFIED
Uncontrolled Keywords: marketing public relations ; loyalitas pendengar ; listener loyalty; radio gen fm
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: Users 1871 not found.
Date Deposited: 07 Feb 2020 02:34
Last Modified: 21 Jul 2020 08:07
URI: http://repository.uph.edu/id/eprint/6749

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