Skripsi

STRATEGI KOMUNIKASI PEMASARAN HARIAN PAGI SUMATERA EKSPRESS DALAM MEMPERTAHANKAN PELANGGAN

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Penilaian

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Harian Pagi Sumatera Ekspres is a local newspaper whose distribution area covers all of South Sumatra and is the oldest mass media in South Sumatra. The success of Harian Pagi Sumatra Ekspres in positioning itself in the market makes its presence successful in establishing brand value for its customers. This study aims to find out how the marketing communication strategy of Harian Pagi Sumatra Ekspres in retaining customers. The research method used in this study is a descriptive-qualitative method used to investigate and interpret phenomena from a group of people or several individuals to answer a social or humanitarian problem by involving important efforts, such as asking various questions, collecting data, analyzing data systematically, inductive then closes the meaning of the data obtained. Based on the results of the data that has been collected, it can be interpreted that the Harian Pagi Sumatera Ekspres has used a mix of integrated marketing communication strategies (IMC) in running its company's business with the selection of strategies in each dimension adjusting the goals and objectives of each. The use of public relations is important to prioritize this considering that the Harian Pagi Sumatera Ekspres needs to maintain its reputation and existence among the community through being actively involved in various community events or holding programs that leave an impression on the public. Keyword: Harian Pagi Sumatera Ekspres, Local Newspaper, Integrated Marketing Communication

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307003940	T106223	T1062232023	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1062232023

Publisher

Inderalaya : Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2023

Collation

xviii, 76 hlm.; Ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.23 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Jurusan Ilmu Komunikasi
Media Komunikasi, Media Massa

Specific Detail Info

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Statement of Responsibility

SEPTA

Other version/related

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