Analisis Strategi Integrated Marketing Communication (IMC) Tribun Jogja dalam Menarik Pengiklan Lokal Yogyakarta
DOI:
https://doi.org/10.54259/mukasi.v5i3.8196Keywords:
Integrated Marketing Communication (IMC), Local advertisers, Media Convergence, Relationship Marketing, Tribun JogjaAbstract
This study aims to analyze in-depth the planning and implementation of the Integrated Marketing Communication (IMC) strategy implemented by Tribun Jogja, as well as to understand the role of media convergence and relationship marketing approaches in attracting local advertisers in Yogyakarta amidst digital disruption. The research method used was descriptive qualitative, with data collection techniques consisting of in-depth interviews with the Advertising Supervisor of the business division, observation, and documentation studies. The data analysis technique adopted an interactive model that encompasses data condensation, data presentation, and conclusion drawing. The results show that Tribun Jogja successfully expanded the function of its conventional promotional mix into a multimedia ecosystem by differentiating its products into four revenue streams and establishing a Creative Agency and Social Media Management unit. The media convergence strategy, through data-analytics-based bundling (print and digital), proved effective in attracting advertisers. The impact of this study provides a practical solution for local media management to reduce the psychological barriers of small advertisers (doubtful) through flexible financial policies and free creative assistance, while strengthening long-term partnership loyalty.
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