DAFTAR ISI ABSTRAK... KATAPENGANTAR... DAFTAR ISI... DAFTAR TABEL... DAFTAR GAMBAR... DAFTAR LAMPIRAN... i ii vi viii ix x BAB I PENDAHULUAN 1.1 Latar Belakang Masalah... 1 1.2 Identifikasi Masalah... 8 1.3 Tujuan Penulisan... 8 1.4 Kegunaan Penelitian... 8 1.4.1 Kegunaan Teoritis... 9 1.4.2 Kegunaan Praktis... 9 1.5 Ruang Lingkup & Pengertian Istilah... 10 1.5.1 Ruang Lingkup... 10 1.5.2 Pengertian Istilah... 11 1.6 Kerangka Pemikiran... 12 1.6.1 Kerangka Pemikiran... 12 1.7 Metodologi Penelitian... 18 1.7.1 Jenis Penelitian... 18 1.7.2 Data Wawancara... 22 1.7.3 Teknik Pengumpulan Data... 21 BAB II TINJAUAN PUSTAKA 2.1 Kajian Pustaka... 23 2.2 Tinjauan Teori... 25 2.2.1 Definisi Public Relations... 25 2.2.2 Esensi Public Relations... 26 2.2.3 Tujaun Public Relations... 27 2.2.4 Fungsi Public Relations... 27 2.2.5 Peran Public Relations... 28 2.2.6 Sarana Public Relations... 29 2.3 Komunikasi Pemasaran... 29 2.3.1 Bauran Promosi... 30 2.4 Marketing Public Relations... 32 2.4.1 Definisi Marketing Public Relations... 32 vi
2.4.2 Ruang Lingkup Marketing Public Relations... 33 2.4.3 Faktor-Faktor Penyebab butuhnya Marketing Public Relations... 35 2.4.4 Konsep Marketing Public Relations... 36 2.4.5 Peran Marketing Public Relations... 36 2.4.6 Proses Marketing Public Relations... 39 2.4.6 Kriteria Marketing Public Relations... 39 2.5 Advertising... 40 2.5.1 Definisi Advertising... 40 2.5.2 Komunikasi Bermedia Advertising... 41 2.5.3 Teori Media Management... 42 2.6 Media Baru (New Media)... 42 2.6.1 Definisi Media Baru (New Media)... 42 2.6.2 Media Social... 43 2.6.3 Teori The Role Of E-communications in the IMC... 44 2.7 Branding... 45 2.7.1 Definisi Branding... 45 2.7.2 Brand Activation... 47 2.7.3 Teori Model Brand Actvation... 47 2.8 Event Marketing... 48 2.8.1 Special Event... 48 2.8.3 Pendekatan dan Karakteristik Event... 50 2.9 Sponsorship... 51 2.9.1 Three Major Types Of Sponsorship... 52 2.10 CSR (Corporate Social Responsibility)... 53 2.10.1 Definisi CSR (Corporate Social Responsibility)... 53 2.10.2 Konsep CSR (Corporate Social Responsibility)... 54 BAB III METODOLOGI DAN PROFIL RADIO ARDAN 3.1 Metode Penelitian... 56 3.2 Operasionalisasi Variabel... 58 3.3 Teknik Analisis Data... 61 3.4 Uji Validasi & Reliabilitas... 62 3.5 Objek Penelitian... 63 3.5.1 Sejarah Radio Ardan... 63 3.5.2 Visi & Misi Radio Ardan... 64 3.5.3 Stuktur Organisasi Perusahaan Radio Ardan... 65 3.5.4 Struktur Divisi PR & Promotions Ardan Group... 65 3.5.5 Kebijakan Bidang Public Relations Radio Ardan... 66 3.5.6 Program Kerja Divisi PR & Promotion Radio Ardan... 67 3.5.7 Tujuan & Sasaran PR & Promotion Radio Ardan... 68 3.5.8 Sumber Daya Manusia (SDM) Radio Ardan... 68 3.5.9 Prestasi Perusahaan... 69 vii
BAB IV ANALISIS DATA DAN PEMBAHASAN 4.1 Analisis Data Responden... 70 4.1.1 Analisis Data Responden Utama... 70 4.1.2 Analisis Data Responden Pendukung... 72 4.2 Analisis Deskriftif Data Responden... 73 4.2.1 Implementasi Pull Strategy Divisi PR & Promotion Radio Ardan.. 76 4.2.2 Implementasi Push Strategy Divisi PR & Promotion Radio Ardan. 116 4.2.3 Implementasi Pass Strategy Divisi PR & Promotion Radio Ardan.. 134 4.3 Temuan Penelitian... 143 4.3.1 Kegiatan Pull Strategy Divisi PR & Promotion Radio Ardan... 143 4.3.2 Kegiatan Push Strategy Divisi PR & Promotion Radio Ardan... 146 4.3.2 Kegiatan Pass Strategy Divisi PR & Promotion Radio Ardan... 148 BAB V KESIMPULAN DAN SARAN 5.1 Simpulan... 150 5.2 Saran-Saran... 156 DAFTAR PUSTAKA... 158 LAMPIRAN... 161 viii
DAFTAR TABEL Tabel Tabel 2.1 Perbandingan Penelitian... 24 Tabel 3.1 Operasionalisasi Variabel... 58 Tabel 4.1 Data Pendengar Radio Ardan Hasil Survei AC NIELSEN 2013... 82 Tabel 4.2 Data Promotor Musik Yang Bekerjasama Dengan Radio Ardan... 128 viii
DAFTAR GAMBAR Gambar Gambar 1.1 Sistem Kerangka Pemikiran Three Ways Strategy MPR... 17 Gambar 3.2 Stuktur Organisasi Manajemen Ardan Group... 65 Gambar 4.1 Proses Kolaborasi Strategy Branding Antara Divisi Program On Air Dan PR & Promotion Radio Adan... 78 Gambar 4.2 Konsep Disain Poster Program Acara Radio Ardan Untuk Majalah... 83 Gambar 4.3 Promo & Branding Program acara KONCI di Billboard... 87 Gambar 4.4 Konsep Banner Ulang Tahun Ardan Ke 22... 89 Gambar 4.5 Poster Promo Special Program on air Alicia Keys... 98 Gambar 4.6 Logo Ardan Group Digital Communication... 105 Gambar 4.7 Konsep E-Foster Avatar Radio ardan untuk media sosial... 108 Gambar 4.8 Disain Tampilan Icon Untuk Mobile APP Radio Ardan... 111 Gambar 4.9 Konsep Disain Tampilan Content App Mobile Radio Ardan... 109 Gambar 4.10 Disain Poster Promo konser IRREPLACEABLE PART 2... 120 Gambar 4.11 Kegiatan Pull Strategy Divisi PR & Promotion Radio Ardan... 145 Gambar 4.12 Kegiatan Push Strategy Divisi PR & Promotion Radio Ardan... 147 Gambar 4.13 Kegiatan Pass Strategy Divisi PR & Promotion Radio Ardan... 149 ix
DAFTAR LAMPIRAN Lampiran Lampiran 1 Draft Wawancara Strategi Marketing Public Relations Radio Ardan Dalam Menciptakan Branding Radio Anak Muda.. 160 Lampiran 2 Dokumentasi Aktivitas Promotion & Branding Radio Ardan Divisi PR & Promotion Radio Ardan... 164 Lampiran 3 Daftar Riwayat Hidup... 167 x