Mu'arif, Achmad Dhany Adam (2025) Strategi Komunikasi Pemasaran dalam Meningkatkan Eksistensi Radio Kota FM melalui Program Off Air di Era Digital. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The radio media industry is required to continuously survive and innovate in order to remain relevant amidst technological advancements and shifting audience behavior. One of the commercial radio stations in Surabaya, Radio Kota FM—part of Mercury Media Group—has evolved from merely focusing on on-air broadcasts to developing supporting programs such as off-air activities. These programs are not only designed to strengthen relationships with audiences but also serve as part of a broader marketing communication strategy to maintain and enhance brand existence in a highly competitive media landscape. This study aims to explore how off-air programs can be utilized as a strategic marketing communication tool by media companies to enhance existence, build personal closeness with audiences, increase revenue potential, and preserve the media’s identity. The research employs a qualitative descriptive approach, using data collection techniques including participant observation, in-depth interviews, and document analysis. The analysis is based on Philip Kotler’s theory of marketing communication, supported by SWOT analysis, the POAC (Planning, Organizing, Actuating, Controlling) framework, and the 7C marketing communication concept. The findings indicate that off-air programs are proven effective in increasing the existence of Radio Kota FM. The interactive and personal approach offered through off-air activities successfully builds emotional closeness between the station and its audience—something that cannot be fully achieved through on-air broadcasting alone. Rather than losing its identity, the radio station evolves into a more relevant and competitive medium in today’s digital era. Thus, off-air programs can be regarded as a leading strategy that should be maintained and further developed by radio media.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Achmad Dhany Adam Mu'arif | ||||||||
| Date Deposited: | 28 Jul 2025 02:35 | ||||||||
| Last Modified: | 28 Jul 2025 02:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41107 |
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