eprintid: 57347
rev_number: 21
eprint_status: archive
userid: 26227
dir: disk0/00/05/73/47
datestamp: 2026-04-09 01:19:26
lastmod: 2026-04-09 01:19:26
status_changed: 2026-04-09 01:19:26
type: thesis
metadata_visibility: show
contact_email: 5502220017@untirta.ac.id
creators_name: Salsa Kamelia, Nanda
creators_id: 5502220017
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Ginanjar Saputra, Galih
contributors_name: Perdana Adiwijaya, Edwin
contributors_id: 198608012019031013
contributors_id: 196604142005011001
corp_creators: Universitas Sultan Agung Tirtayasa
corp_creators: Fakultas Ekonomi & Bisnis
corp_creators: Prodi D3 Manajemen Pemasaran
title: IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN METRO TV DALAM MENINGKATKAN BRAND AWARENESS PROGRAM TALKSHOW Q&A
ispublished: pub
subjects: HB
divisions: FEB
full_text_status: restricted
keywords: Marketing Communication, Digital Media, Brand Awareness, Metro
TV, Q&A.
Komunikasi Pemasaran, Media Digital, Brand Awareness, Metro
TV, Q&A.
note: 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.
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.
date: 2026-01
date_type: published
pages: 90
institution: Universitas Sultan Ageng Tirtayasa
department: Fakultas Ekonomi & Bisnis
thesis_type: diploma
thesis_name: dphil
citation:   Salsa Kamelia, Nanda  (2026) IMPLEMENTASI STRATEGI KOMUNIKASI PEMASARAN METRO TV DALAM MENINGKATKAN BRAND AWARENESS PROGRAM TALKSHOW Q&A.  D3 thesis, Universitas Sultan Ageng Tirtayasa.   
document_url: https://eprints.untirta.ac.id/57347/1/NANDA%20SALSA%20KAMELIA_5502220017_FULLTEXT.pdf
document_url: https://eprints.untirta.ac.id/57347/3/NANDA%20SALSA%20KAMELIA_5502220017_01..pdf
document_url: https://eprints.untirta.ac.id/57347/2/NANDA%20SALSA%20KAMELIA_5502220017_02.pdf
document_url: https://eprints.untirta.ac.id/57347/4/NANDA%20SALSA%20KAMELIA_5502220017_03.pdf
document_url: https://eprints.untirta.ac.id/57347/5/NANDA%20SALSA%20KAMELIA_5502220017_04.pdf
document_url: https://eprints.untirta.ac.id/57347/6/NANDA%20SALSA%20KAMELIA_5502220017_05.pdf
document_url: https://eprints.untirta.ac.id/57347/7/NANDA%20SALSA%20KAMELIA_5502220017_Reff.pdf
document_url: https://eprints.untirta.ac.id/57347/8/NANDA%20SALSA%20KAMELIA_5502220017_LAMP.pdf