PROPOSED MARKETING STRATEGY OF GENERAL DAILY PIKIRAN RAKYAT IN FACING ONLINE MEDIA COMPETITION FOR PT. PIKIRAN RAKYAT BANDUNG

• Main Author: Adha Hsb, Azharry
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57835
• Institution: Institut Teknologi Bandung

The development of print media in 2020 experienced a decline, one of which was by closing or partially closing a number of national and regional print media, causing a decline in growth in the print media sector and even touching negative growth. In addition, nowadays people are faced with many choices where they can get the latest information. This makes PT. Pikiran Rakyat Bandung strive to continue its management so that it can still serve and provide information to the public by implementing marketing strategies. The purpose of this study was to determine and analyze the marketing strategy carried out for Pikiran Rakyat to survive in the midst of intense competition with online media and social media. The research was conducted using a descriptive method with a qualitative approach. The author determines the informants purposively based on the considerations that they are considered to really master the problem, have complete and accurate data and are willing to provide open/honest and objective data regarding the Pikiran Rakyat. Data analysis was carried out by systematically arranging interview guidelines, library data, then formulating descriptively. The results showed that the media convergence strategy was carried out by Pikiran Rakyat by means of cloning, content sharing, crossprice and crosspromotion. In the dimensions of cloning and content sharing, it is applied by the editorial department by improving the quality of news, designing the layout of the page, developing the concept of a visual newspaper by highlighting images and illustrations next to the news, creating a variety of rubrics. , the content in PR Online can be published in PR Print and information or news obtained by PR PR can be reloaded in PR Group, and packaged in digital format in PR Online. In the dimensions of crossprice and crosspromotion, in the marketing department, both newspapers and advertisements. Print PR contains promotions or advertisements and their coverage can be found in PR Groups, PR Online, Social Media and PR FM and crossprice by way of Advertisers can pay the package price to display their advertisements in both PR Print and PR Online