Strategi Komunikasi Program Musik dalam Meningkatkan Jumlah Pendengar (Studi Kasus pada Radio Prambors Semarang)

Abstract

This research was conducted against the backdrop that the Radio Prambors Semarang can not be a prime choice for young people in Semarang. As in the AC Nielsen survey, Prambors has not been able to outperform its competitors, RCT FM and Trax FM. Though the difference is only in the percentage of Indonesian and Western music playback. This interesting phenomenon that happens researchers to investigate more about the strategy of radio communications made Prambors Semarang to communicate the program. Because communication has been done Trax FM has been considered very maximum and is expected to attract new listeners than done Prambors. The purpose of this study was to assess the communication strategy which has been run by Prambors Semarang and learn communication strategies that should be done to increase the number of listeners Prambors Semarang. The study was based on studies SOSTAC (Paul R. Smith), the theory of AIDA (Elmo Lewis), the theory of marketing (Kotler & Armstrong), the study of communication strategies (Onong Uchjana Effendy), and the study of radio listeners (Masduki). This type of qualitative research is that referring to case study research method. Subjects in this study is the radio Prambors Semarang, by involving the parties involved directly with the communication process is the General Manager, Masima Solution Manager, Program Director, announcer and listener. Analysis of the data used is as disclosed explanation Robert K. Yin. The result shows Prambors has not been able to communicate the program and its brand. Absence of a budget for promotion makes Prambors Semarang only have the choice of communication media through their own media and twitter. Prambors Semarang must be able to utilize other media to communicate the brand programs or Prambors itself, and will become even better when using opinion leaders as a promotional event mouth to mouth that does not take a lot of cost. Keywords: communication strategy, radio, promotions