Evaluasi Strategi Bauran Promosi “FeMale Radio Jakarta” Melalui Metoda “SOSTAC” / Laura Sintia / 28150039 / Pembimbing: Bilson Simamora

Sintia, Laura (2019) Evaluasi Strategi Bauran Promosi “FeMale Radio Jakarta” Melalui Metoda “SOSTAC” / Laura Sintia / 28150039 / Pembimbing: Bilson Simamora. Institut Bisnis dan Informatika Kwik Kian Gie, Jakarta.

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Abstract

Perkembangan media di radio saat ini semakin melonjak dengan didorong dengan adanya internet saat ini. Adanya internet dikarenakan perkembangan teknologi yang semakin pesat. Sejak awal kemunculan radio hingga sekarang ini, perkembangan radio semakin meningkat. Dengan adanya media, radio telah banyak dikenal masyarakat dari berbagai kalangan. Meski banyak media massa yang bermunculan, radio masih tetap ada saat ini. Tidak hanya televisi saja, radio juga dapat mencakup tentang drama, komedi, show-show, dan menjadi hiburan bagi masyarakat. Kemunculan stasiun radio swasta yang semakin beragam menimbulkan persaingan yang ketat antar radio, masing-masing berusaha menyajikan yang terbaik dan memikat perhatian para pendengarnya. Radio tidak hanya dapat didengarkan oleh daerah-daerah yang terkenal saja, tetapi radio dapat didengarkan di daerah yang terpencil sekalipun. Terdapat teori umum mengenai teori bauran pemasaran yang memiliki empat komponen dalam bauran pemasaran yaitu produk, harga, distribusi, dan promosi. Untuk komunikasi memiliki tujuh fungsi yakni informasi, sosialisasi, motivasi, kebudayaan, hiburan, integrasi, inovasi. Lima ciri komunikasi pemasaran terpadu yaitu mempengaruhi perilaku, berawal dari pelanggan dan calon pelanggan (prospect), menggunakan satu atau segala cara untuk melakukan ‘kontak’, berusaha menciptakan sinergi, dan menjalin hubungan. Enam dimensi SOSTAC yaitu Situation (dimana kita sekarang), Objectives (Kemana kita akan melangkah), Strategy (Bagaimana mencapai tujuan tersebut), Action (rincian dari taktik), dan Controlling (Pengukuran dan pengawasan). Lima unsur bauran promosi yaitu advertising (Periklanan), public relations (hubungan masyarakat), sales promotion (promosi penjualan), personal selling (penjualan personal), dan direct marketing (pemasaran langsung). Metode penelitian yang dilakukan adalah observasi, dan wawancara semi struktur dengan mengajukan pertanyaan-pertanyaan kepada sumber internal FeMale Radio Jakarta dengan tujuan untuk menggali informasi-informasi yang akurat yang sesuai dengan topik yang peneliti teliti. Hasil penelitian menunjukkan bahwa FeMale Radio Jakarta masih cukup eksis mengingat ekspansi promosi yang dilakukan pihak FeMale Radio Jakarta yang mengikuti kebutuhan pendengar ditambah dengan penggunaan teknologi terkini sehingga dapat menjangkau ke hampir seluruh lapisan masyarakat. Penelitian ini menghasilkan kesimpulan bahwa FeMale Radio Jakarta merupakan radio perempuan nomor satu di Jakarta. Ciri khas FeMale Radio Jakarta adalah radio yang bersegmentasi perempuan dengan konsep pembahasan seputar keluarga, parenting dan berita tentang gaya hidup wanita modern. Jika dipersentasikan yaitu 70% perempuan dan 30% laki-laki. Ciri khas FeMale Radio Jakarta sebagai salah satu cara menarik para client. Daya tarik FeMale Radio Jakarta sendiri ialah memberikan pengetahuan kepada para pendengar dan musik yang diputarkan FeMale Radio Jakarta sangat variatif. Hal-hal itulah yang membuat FeMale Radio Jakarta semakin dikenal oleh khalayak umum. Kata Kunci : FeMale, SOSTAC, Komunikasi, bauran promosi, Media Sosial. ABSTRACT Laura Sintia / 28150039/2019 / Strategy Evaluation of the Mix of "Female Radio Jakarta" Promotion Through Method "SOSTAC" / Advisor: Dr. Ir. Bilson Simamora, M.M. The development of media on radio today has progressively boosted by the presence of the Internet today. The presence of Internet due to the rapid development of technology. Since the start of the radio until now, radio developments are increasing. With the media, Radio has many known people from various circles. Despite the many mass media emerging, the radio still exists today. Not only television, radio can also include drama, comedy, show-show, and entertainment for the community. The emergence of increasingly diverse private radio stations led to intense competition between radios, each trying to present their best and captivate the attention of their listeners. Radios can not only be listened to by well-known areas only, but radios may be heard in even isolated areas. There is a general theory of the marketing mix theory that has four components in the marketing mix, i.e. product, price, distribution, and promotion. For communication has seven functions namely information, socialization, motivation, culture, entertainment, integration, innovation. Five features of integrated marketing communication affect behavior, starting from customers and prospects, using one or all means of ' contact ', trying to create synergy, and establish relationships. The six-dimensional SOSTAC is Situation (where we are now), Objectives (where we will Go), Strategy (how to achieve that goal), Action (Details of tactics), and Controlling (measurement and supervision). Five elements of promotion, namely advertising (advertising), public relations (public relations), sales Promotion (sales promotion), personal selling (personal sales), and direct marketing (direct marketing). The method of research conducted is observation, and interviewing of semi-structure by asking questions to the internal source of FeMale Radio Jakarta with the aim to explore accurate information in accordance with the topic Researchers thoroughly. The results showed that FeMale Radio Jakarta was still quite exist considering the promotion expansion by FeMale Radio Jakarta that follows the needs of the listener coupled with the use of the latest technology so that it can reach Almost all walks of life. This research resulted in the conclusion that FeMale Radio Jakarta is the number one female radio in Jakarta. The characteristic FeMale Radio Jakarta is a female-segmented Radio with a concept of discussion around family, parenting and news about the lifestyle of modern women. It is 70% female and 30% male. FeMale Radio Jakarta is a characteristic of attracting clients. The appeal of FeMale Radio Jakarta itself is to provide knowledge to the listeners and music played by FeMale Radio Jakarta is very varied. These things make FeMale Radio Jakarta increasingly known to the general public. Keywords: FeMale, SOSTAC, communication, promotional mix, social Media.

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