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      "status_changed": "2026-04-09 01:19:26",
      "institution": "Universitas Sultan Ageng Tirtayasa",
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      "title": "IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN METRO TV DALAM MENINGKATKAN BRAND AWARENESS PROGRAM TALKSHOW Q&A",
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      "keywords": "Marketing Communication, Digital Media, Brand Awareness, Metro\r\nTV, Q&A.\r\nKomunikasi Pemasaran, Media Digital, Brand Awareness, Metro\r\nTV, Q&A.",
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      "note": "This study aims to examine the marketing communication strategies implemented\r\nby Metro TV in increasing the brand awareness of the Q&A talkshow program.\r\nThe research employs a descriptive qualitative approach with data collected\r\nthrough interviews, observations, documentation. The findings indicate that Metro\r\nTV promotes the Q&A talkshow program through a combination of television\r\nadvertising and digital content distribution across multiple platforms such as\r\nInstagram, TikTok, YouTube, and online news portals. The involvement of public\r\nfigures as guest speakers contributes to strengthening the program’s reputation,\r\nwhile the dissemination of social media content emerges as the most prominent\r\npromotional strategy due to its effectiveness in reaching a wider audience,\r\nparticularly among younger generations. Based on the survey results, the level of\r\nbrand awareness for the Q&A talkshow program falls under the Brand\r\nRecognition category, indicating that the audience is able to recognize the logo\r\nprogram even though it has not yet reached the Top of Mind level. The main\r\nchallenges in increasing brand awareness include intense competition with\r\nindependent digital content, audience preferences for shorter content formats, and\r\npromotional activities in digital media that are not yet fully interactive.",
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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\r\ndan 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\r\nkategori 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,\r\nserta aktivitas promosi digital yang belum sepenuhnya interaktif.",
      "uri": "http:\/\/eprints.untirta.ac.id\/id\/eprint\/57347",
      "subjects": [
        "HB"
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      "thesis_type": "diploma",
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          "name": {
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            "given": "Edwin",
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      "date": "2026-01",
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