STRATEGI KOMUNIKASI PEMASARAN TERPADU PT. RAJAWALI CITRA TELEVISI INDONESIA DALAM MENARIK MINAT PENGIKLAN (Periode Oktober s.d Desember Tahun 2022)

SILVIA, FUJI (2023) STRATEGI KOMUNIKASI PEMASARAN TERPADU PT. RAJAWALI CITRA TELEVISI INDONESIA DALAM MENARIK MINAT PENGIKLAN (Periode Oktober s.d Desember Tahun 2022). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In Indonesia, television is one of the media that is in great demand by advertisers. As it is considered to be more efficient in conveying messages and influencing the public, it has also become a popular medium for advertising. Television advertising, according to Tjiptono in Nor Aina (2017: 181), is a type of indirect communication that focuses on information about the advantages or advantages of a product. This ad is designed in such a way as to create pleasant feelings that can encourage customers to buy goods. TV as a mass communication medium has changed the way people receive entertainment and information. Television advertisements are very important for spreading information and entertainment to all levels of society because they are easily accessible and can incorporate audio, visual, and color images. According to the previous explanation, the purpose of the researcher is to investigate and understand the strategy used by PT Rajawali Citra Televisi Indonesia. To carry out this research, Schultz's IMC (Integrated Marketing Communication) theory will be used as a theoretical foundation. This research will be conducted through case studies using a qualitative approach. The results of this study, which were obtained by researchers through observation and interviews, showed that RCTI implemented several integrated marketing communication strategies as part of the theory (Integrated Marketing Communication) of personal selling, sales promotion, direct marketing, advertising, publicity, and annual events. Researchers gathered information through observation and extensive interviews. Some of the marketing communication strategies implemented by RCTI are part of the theory (Integrated Marketing Communication) of personal selling, sales promotion, direct marketing, advertising, publicity, as well as annual events, but from a number of points these strategies are the most powerfully carried out by RCTI's sales marketing are personal selling and sales promotion. Keywords: Communication Strategy, IMC, Marketing Communication, Corporate Communication. Di Indonesia, televisi adalah salah satu media yang sangat diminati oleh pengiklan. Karena dianggap lebih efisien dalam menyampaikan pesan dan mempengaruhi masyarakat, ini juga menjadi media yang populer untuk beriklan. Iklan televisi, menurut Tjiptono dalam Nor Aina (2017: 181), adalah jenis komunikasi tidak langsung yang berfokus pada informasi tentang keuntungan atau keunggulan suatu produk. Iklan ini dirancang sedemikian rupa sehingga menimbulkan perasaan menyenangkan yang dapat mendorong pelanggan untuk membeli barang.TV sebagai media komunikasi massa telah mengubah cara masyarakat menerima hiburan dan informasi. Iklan televisi sangat penting untuk menyebarkan informasi dan hiburan ke semua lapisan masyarakat karena mudah diakses dan dapat menyatukan audio, visual, dan warna gambar. Menurut penjelasan sebelumnya, tujuan peneliti adalah untuk menyelidiki dan memahami strategi yang digunakan PT Rajawali Citra Televisi Indonesia. Untuk menjalankan penelitian ini, teori IMC (Integrated Marketing Communication) karya Schultz akan digunakan sebagai landasan teoritis. Penelitian ini akan dilakukan melalui studi kasus yang menggunakan pendekatan kualitatif. Hasil penelitian ini yang diperoleh peneliti melalui observasi dan wawancara menunjukkan bahwa RCTI menerapkan beberapa strategi komunikasi pemasaran terpadu merupakan bagian dari teori (Integrated Marketing Communication) personal selling, sales promotion, direct marketing, advertising, publicity, serta event-event tahunan. Peneliti mengumpulkan informasi melalui observasi dan wawancara ekstensif. Beberapa strategi komunikasi pemasaran yang diterapkan oleh RCTI merupakan bagian dari teori (Integrated Marketing Communication) personal selling, sales promotion, direct marketing, advertising, publicity, serta event-event tahunan, namun dari beberapa poin strategi tersebut yang paling kuat dilakukan oleh sales marketing RCTI adalah personal selling dan sales promotion. Kata Kunci : Strategi Komunikasi, IMC, Komunikasi Pemasaran, Komunikasi Korporat.

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