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Abstract

Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang digunakan oleh harian Radar Jogja dalam memperluas pangsa pasarnya di wilayah Yogyakarta dan sekitarnya. Fokus penelitian meliputi cara-cara yang diterapkan untuk meningkatkan penjualan, menjaring konsumen baru, serta faktor-faktor yang mendukung dan menghambat keberhasilan strategi pemasaran tersebut. Penelitian ini menggunakan pendekatan deskriptif kualitatif, dengan data diperoleh melalui wawancara, observasi, dan dokumentasi. Subjek penelitian meliputi bagian redaksi, periklanan, dan pemasaran Radar Jogja, dengan data primer berasal dari wawancara dengan Marketing General Manager dan Pemimpin Redaksi, serta data sekunder berupa dokumen-dokumen perusahaan. Hasil penelitian menunjukkan bahwa Radar Jogja berhasil memanfaatkan platform digital seperti website dan media sosial, khususnya Instagram, untuk meningkatkan jangkauan dan interaksi dengan pembaca. Selain itu, strategi komunikasi yang efektif, inovasi konten berita, serta pendekatan bauran pemasaran (produk, harga, tempat, promosi) berperan signifikan dalam mempertahankan eksistensi di tengah persaingan media massa. Penelitian ini diharapkan dapat memberikan sumbangan teoritis bagi kajian strategi komunikasi pemasaran dan manfaat praktis sebagai bahan evaluasi bagi Radar Jogja untuk meningkatkan efektivitas pemasaran di masa yang akan datang.


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.

Keywords

Komunikasi Pemasaran Media Cetak Media Digital Strategi Pemasaran Radar Jogja Yogyakarta

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