xxi ABSTRAK Nurhasanah. 05331061. Strategi Integrated Marketing

ABSTRAK
Nurhasanah. 05331061. Strategi Integrated Marketing Communications (IMC)
Koran Lokal (Studi Perbandingan Radar Jogja dan Suara Merdeka). Skripsi
Sarjana. Program Studi Ilmu Komunikasi, Fakultas Psikologi dan Ilmu
Sosial Budaya, Universitas Islam Indonesia. 2009.
Perkembangan strategi pemasaran yang tepat untuk mengantisipasi
persaingan pasar yang semakin terbuka, sangat dibutuhkan oleh koran lokal.
Perusahaan harus menyesuaikan dengan perubahan dan tuntutan dari
khalayaknya. Peran Integrated Marketing Communications (IMC) menjadi
tuntutan yang wajib dijalankan agar dapat meningkatkan loyalitas pelanggan dan
pengiklan terhadap suatu produk.
Berdasarkan kerangka pikir tersebut, penelitian ini mengambil judul:
Strategi Integrated Marketing Communications (IMC) Koran Lokal (Studi
Perbandingan Radar Jogja dan Suara Merdeka). Tujuan penelitian ini adalah
menguraikan dan membandingkan strategi Integrated Marketing Communications
koran lokal, serta mendeskripsikan kekuatan maupun kelemahan strategi tersebut
dalam masing-masing perusahaan. Objek dari penelitian ini adalah Radar Jogja
(Yogyakarta) dan Suara Merdeka (Semarang). Penelitian ini menggunakan
metode kualitatif deskriptif dengan paradigma konstruktivisme. Hasil penelitian
ini diharapkan dapat memberikan kontribusi pengetahuan bagi akademisi maupun
masyarakat dalam hal kajian manajemen koran lokal.
Penelitian ini menghasilkan temuan-temuan yang dianalisis dengan teori
Integrated Marketing Communications (IMC) Jefkins, Kotler, dan Sulaksana.
Temuan penelitian dengan membandingkan strategi Radar Jogja dan Suara
Merdeka tersebut antara lain tentang pemanfaatan periklanan melalui media below
the line maupun above the line, Radar Jogja menggunakan promosi penjualan
untuk menarik pelanggan dan pengiklan sedangkan Suara Merdeka hanya bagi
pengiklan. Public relations di Radar Jogja secara struktural tidak ada namun
dirangkap oleh manajer iklan sedangkan di Suara Merdeka mempunyai divisi
humas. Peran personal selling bagi Radar Jogja yaitu untuk melakukan
pendekatan terhadap pelanggan dan pengiklan, sedangkan Suara Merdeka
menggunakan personal selling hanya untuk mencari pengiklan, intensitas
kunjungan terhadap pelanggan kurang maksimal. Telemarketing tidak digunakan
oleh Radar Jogja sedangkan Suara Merdeka menggunakannya untuk strategi
pemasaran langsung. Kedua perusahaan menjadi sponsorship kegiatan sosial atau
event dan mengikuti pameran dalam lingkup nasional maupun daerah daerah.
Kata kunci: Integrated Marketing Communications, koran lokal. xxi
ABSTRACT
Nurhasanah. 05331061. Integrated Marketing Communication (IMC)
Strategy of Local Newspaper: (Comparative Study of Radar Jogja and Suara
Merdeka). Minithesis of Bachelor Degree. Communication Studies Department,
Major Psychology and Social Culture Faculty, Indonesian Islamic University,
2009
Nowadays, marketing strategy development which proper to anticipate the
market competition is very needed by the local newspaper. The media company
should adapt by the change and the demand of the society. The Integrated
Marketing Communication (IMC) role becomes a prior demand that should be
applied to increase the consumer and advertiser loyalty of a product.
Based on that pattern of thinking, this study is entitled The Integrated
Marketing Communication (IMC) Strategy on Local Newspaper (Comparative
Study of Radar Jogja and Suara Merdeka). The statement of the problem which is
submitted in this study is used to describe and compare integrated marketing
communication strategy of local newspaper and also the strength and the
weakness of that strategy in each publishing company. The objects of the study
are Radar Jogja (Yogyakarta) and Suara Merdeka (Semarang). This study used
descriptive qualitative method as a research method with constructivism
paradigm. The writer hopes the result of the study could give the contribution to
the other research and society in term of the study of local newspaper
management.
The result of the study was analyzed by using Kotler, Jefkins, and
Sulaksana’ Integrated Marketing Communication (IMC) theory. The result of the
study which comparing the strategy of Radar Jogja and Suara Merdeka are about
the use of advertisement by ‘below line’ and ‘above line’ media. Radar jogja used
selling promotion to attract the consumer and advertiser, while Suara Merdeka
used the selling promotion to attract the advertiser only. Structurally, there is no
public relation in Radar Jogja. Everything which is related to the public relation
thing is handled by the advertising manager. Moreover, Suara Merdeka has its
own public relation division. The personal selling role of Radar Jogja is to do the
approach to the consumer and advertiser. Moreover, Suara Merdeka uses the
personal selling to get the advertiser only because the intensity of the consumers’
visit is low. Telemarketing is not used by the Radar Jogja, but Suara Merdeka
uses it as a direct marketing strategy. Both of these publishing companies become
the sponsor of some social event and often join the national and regional
exhibition.
Key term: Integrated Marketing Communication, Local Newspaper.
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