Salsa Kamelia, Nanda (2026) IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN METRO TV DALAM MENINGKATKAN BRAND AWARENESS PROGRAM TALKSHOW Q&A. D3 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Penelitian ini bertujuan untuk mengkaji strategi komunikasi pemasaran yang diterapkan oleh PT. Media Televisi Indonesia (Metro TV) dalam upaya meningkatkan brand awareness program talkshow Q&A.Pendekatan penelitian menggunakan metode kualitatif deskriptif dengan pengumpulan data melalui wawancara,observasi, dokumentasi. Temuan penelitian menunjukkan bahwa Metro TVmempromosikan program talkshow Q&A melalui kombinasi periklanan di televisi dan penyebaran konten digital pada berbagai platform seperti Instagram, TikTok,YouTube, dan portal berita online. Keikutsertaan narasumber publik berperandalam memperkuat reputasi program, sementara penyebaran konten media sosialmenjadi strategi promosi yang paling menonjol karena mampu menjangkau audiens secara lebih luas, khususnya di kalangan generasi muda. Berdasarkan hasil survei, tingkat brand awareness program talkshow Q&A berada pada kategori Brand Recognition, yang menunjukkan bahwa audiens dapat mengenali logo & stasiun televisi meskipun belum menempatkannya sebagai Top of Mind. Tantangan utama dalam peningkatan brand awareness mencakup persaingan ketat dengan konten digital independen, preferensi audiens terhadap konten ringkas, serta aktivitas promosi digital yang belum sepenuhnya interaktif.
| Item Type: | Thesis (D3) | |||||||||
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| Additional Information: | This study aims to examine the marketing communication strategies implemented by Metro TV in increasing the brand awareness of the Q&A talkshow program. The research employs a descriptive qualitative approach with data collected through interviews, observations, documentation. The findings indicate that Metro TV promotes the Q&A talkshow program through a combination of television advertising and digital content distribution across multiple platforms such as Instagram, TikTok, YouTube, and online news portals. The involvement of public figures as guest speakers contributes to strengthening the program’s reputation, while the dissemination of social media content emerges as the most prominent promotional strategy due to its effectiveness in reaching a wider audience, particularly among younger generations. Based on the survey results, the level of brand awareness for the Q&A talkshow program falls under the Brand Recognition category, indicating that the audience is able to recognize the logo program even though it has not yet reached the Top of Mind level. The main challenges in increasing brand awareness include intense competition with independent digital content, audience preferences for shorter content formats, and promotional activities in digital media that are not yet fully interactive. | |||||||||
| Uncontrolled Keywords: | Marketing Communication, Digital Media, Brand Awareness, Metro TV, Q&A. Komunikasi Pemasaran, Media Digital, Brand Awareness, Metro TV, Q&A. | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis | |||||||||
| Depositing User: | Nanda Salsa Kamelia | |||||||||
| Date Deposited: | 09 Apr 2026 01:19 | |||||||||
| Last Modified: | 09 Apr 2026 01:19 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/57347 |
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