BUSTAMIN, ANDHIKA BHATARA (2019) AKTIFITAS PROMOSI INEWS DI TAHUN 2018 PERIODE JANUARI - OKTOBER UNTUK MENINGKATKAN BRAND AWARENESS. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Media competition nowadays is always identified with the struggle for potential advertising revenue that can be achieved to finance its operational activities. Based on the survey data from Nielsen, iNEWS, in January to October 2018, were able to compete with two news televisions which were Kompas TV and Metro TV. It is necessary to know that in 2017, iNEWS was more often under the two television news. Based on the data and facts above, the purpose of this study was to find out iNEWS Promotion Activities in January - October 2018 to increase brand awareness. In this study, the writer used the constructivism research Paradigm. This paradigm views that fact is the result of construction or formations of human. The fact is dual. It can be formed and constitute as a single unity. The fact exists as a human formation and is not permanent but continues to develop. By using the constructivism paradigm and the type of qualitative research, researcher argued that the most appropriate research method in figuring out iNEWS promotion activities was by case study. Case study is used as a comprehensive explanation related to various aspects of a person, a group, an organization, a program or community that is studied, sought, and explored as deeply as possible. Promotion activities carried out by iNEWS to increase Brand Awareness had been quite successful in enhancing the brand awareness. This can be seen from the increase in the share rating of the program in the period of January to October. In addition, in January-October, iNEWS had the opportunity to hold a major event in 9 cities along with Adira Finance. The event was known as Festival Pesona Lokal. Furthermore, there was also an increase in its income of up to 5 billion Rupiah each month during the period of January-October 2018. Keywords: Marketing Communication, Promotion Activities, Increase Brand Awareness. Persaingan media yang tengah terjadi saat ini selalu diidentikkan dengan perebutan potensi pendapatan iklan yang mampu diraih guna membiayai aktifitas operasionalnya. Berdasarkan data survey dari Nielsen, iNEWS pada tahun 2018 periode Januari hingga Oktober bisa menyaingi dua televisi berita yaitu Kompas TV dan Metro TV. Perlu anda tahu pada tahun 2017 iNEWS lebih sering berada di bawah dua televisi berita tersebut. Berdasarkan data dan fakta di atas, tujuan penelitian ini dilakukan untuk mengetahui Aktifitas Promosi iNEWS di Tahun 2018 Periode Januari – Oktober untuk meningkatkan brand awareness. Dalam penelitian ini penulis menggunakan Paradigma penelitian konstruktivisme. Paradigma ini memandang bahwa kenyataan itu hasil konstruksi atau bentukan dari manusia itu sendiri. Kenyataan itu bersifat ganda, dapat dibentuk dan merupakan satu keutuhan, kenyataan ada sebagai bentukan manusia itu tidak bersifat tetap tetapi berkembang terus. Dengan menggunakan paradigma konstruktivisme serta jenis penlitian kualitatif, peneliti berpendapat bahwa metode penelitian yang paling tepat dalam mengetahui aktifitas promosi iNEWS adalah dengan studi kasus. Studi kasus digunakan sebagai suatu penjelasan komprehensif yang berkaitan dengan berbagai aspek seseorang, suatu kelompok, suatu organisasi, suatu program atau suatu kemasyarakatan yang diteliti, diupayakan dan ditelaah sedalam mungkin. Aktivitas promosi yang dilakukan oleh iNEWS dalam meningkatkan Brand Awareness sudah cukup berhasil di dalam meningkatkan brand awareness hal ini terlihat dari peningkatan share rating program di periode Januari – Oktober, selain itu di periode Januari-Oktober iNEWS mendapatkan kesempatan untuk melaksanakan event besar di 9 Kota bersama dengan Adira Finance yaitu Festival Pesona Lokal, dan juga adanya peningkatan pendapatan hingga mencapai 5 Miliar Rupiah di setiap bulannya selama periode Januari-Oktober 2018. Kata Kunci: Marketing Komunikasi, Aktivitas Promosi, Meningkatkan Brand Awareness.
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