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        <dc:title>IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN METRO TV DALAM MENINGKATKAN BRAND AWARENESS PROGRAM TALKSHOW Q&amp;A</dc:title>
        <dc:creator>Salsa Kamelia, Nanda</dc:creator>
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        <dc:description>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&amp;A.Pendekatan penelitian menggunakan metode kualitatif deskriptif dengan pengumpulan data melalui wawancara,observasi, dokumentasi. Temuan penelitian menunjukkan bahwa Metro TVmempromosikan program talkshow Q&amp;A melalui kombinasi periklanan di televisi&#13;
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&amp;A berada pada&#13;
kategori Brand Recognition, yang menunjukkan bahwa audiens dapat mengenali logo &amp; 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,&#13;
serta aktivitas promosi digital yang belum sepenuhnya interaktif.</dc:description>
        <dc:date>2026-01</dc:date>
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        <dc:identifier>  Salsa Kamelia, Nanda  (2026) IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN METRO TV DALAM MENINGKATKAN BRAND AWARENESS PROGRAM TALKSHOW Q&amp;A.  D3 thesis, Universitas Sultan Ageng Tirtayasa.   </dc:identifier></oai_dc:dc>
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