Strategi Pemasaran Radar Jogja Dalam Memperluas Pasar di Yogyakarta
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Abstract
This study aims to analyze the marketing strategies used by the daily newspaper Radar Jogja in expanding its market in the Yogyakarta area and its surroundings. The focus of the study includes the methods applied to increase sales, attract new customers, and the factors that support and 54inhibit the success of these marketing strategies. This study uses a qualitative descriptive approach, with data obtained through interviews, observations, and documentation. The subjects of the study included the editorial, advertising, and marketing departments of Radar Jogja, with primary data coming from interviews with the Marketing General Manager and Editor-in-Chief, and secondary data from company documents. The results of the study indicate that Radar Jogja has succeeded in utilizing digital platforms such as websites and social media, especially Instagram, to increase reach and interaction with readers. In addition, effective communication strategies, innovation in news content, and marketing mix approaches (product, price, place, promotion) play a significant role in maintaining existence amidst mass media competition. This study is expected to provide theoretical contributions to the study of marketing communication strategies and practical benefits as an evaluation for Radar Jogja to improve marketing effectiveness in the future.
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References
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