SEPTIANA SILALAHI, YESICA (2024) APLIKASI RRI DIGITAL SEBAGAI STRATEGI REBRANDING RADIO REPUBLIK INDONESIA (RRI). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Rebranding is a strategic process by which a company or organization renews its image and identity to attract new audiences and strengthen the loyalty of existing ones. In the context of public broadcasting, rebranding can include adapting to technological developments and consumer needs. RRI rebranded its online radio application, the RRI Digital application. Rebranding is done by changing the name, logo, tagline and structure of the application. This research aims to find out how the process and stages of rebranding carried out by RRI. As well as the obstacles and challenges experienced during the rebranding process. This research uses a qualitative approach with a descriptive nature. Indept Interview was used in conducting interviews with 4 main informants and 1 supporting informant. This research focuses on corporate rebranding which includes four rebranding processes, namely; the first stage, Analyzing, which is the process of analyzing the reasons for rebranding. Second, Planning is designing the components that will be changed. Third, Implementation is the stage of completion of the design that has been prepared. Fourth, evaluation is the stage where the company measures the success rate of rebranding. RRI relaunches (remarketing) the RRI Digital application using outdoor media (billboards, banners, posters) and social media (instragram, youtube, facebook, twitter and so on). The rebranding obstacles experienced by RRI are technical obstacles such as server disruptions in the application and non-technical disturbances such as the imbalance in the mindset of the workforce/staff. The challenges of RRI after rebranding are technological developments and broadcast media competition.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Rebranding adalah strategi yang dilakukan sebuah perusahaan atau organisasi untuk memperbaharui citra dan identitasnya guna menarik perhatian audiens baru dan memperkuat loyalitas audiens yang sudah ada. Dalam konteks penyiaran publik, rebranding dapat mencakup adaptasi terhadap perkembangan teknologi dan kebutuhan konsumen. RRI melakukan rebranding pada aplikasi radio online yang dimilikinya yaitu aplikasi RRI Digital. Rebranding yang dilakukan adalah dengan mengubah nama, logo, tagline dan struktur aplikasi tersebut. Penelitian ini bertujuan untuk mengetahui bagaimana proses dan tahapan rebranding yang dilakukan RRI. Serta hambatan dan tantangan yang dialami selama proses rebranding. Penelitian ini menggunakan pendekatan kualitatif dengan sifat deskriptif. Indept Interview digunakan dalam melakukan wawancara dengan 4 informan utama dan 1 informan pendukung. Fokus penelitian ini pada corporate rebranding yang mencakup empat proses rebranding yakni; tahap pertama, Analyzing yaitu proses analisa terhadap alasan melakukan rebranding. Kedua, Planning yaitu merancang komponen yang akan diubah. Ketiga, Implementation yaitu tahapan penyelesaian terhadap rancangan yang telah disusun. Keempat, evaluation tahapan dimana perusahaan mengukur tingkat keberhasilan rebranding. RRI melakukan relaunching (pemasaran ulang) aplikasi RRI Digital dengan menggunakan media luar ruang (papan iklan, spanduk, poster) dan media sosial (instragram, youtube, facebook, twitter). Hambatan rebranding yang dialami RRI yaitu, hambatan teknis seperti gangguan server pada aplikasi dan gangguan nonteknis seperti, ketidakseimbangan pola pikir tenaga kerja/staff. Adapun tantangan RRI setelah rebranding adalah perkembangan teknologi dan persaingan media penyiar. | ||||||
| Uncontrolled Keywords: | Rebranding, corporate rebranding, RRI Digital, Marketing Rebranding, corporate rebranding, RRI Digital, Pemasaran | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Yesica Septiana Silalahi | ||||||
| Date Deposited: | 03 Jan 2025 11:31 | ||||||
| Last Modified: | 03 Jan 2025 11:31 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/45046 |
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