Strategi Komunikasi Pemasaran Harian Tribun Jabar Dalam Menghadapi Persaingan

Abstract

Print media, especially newspapers, is a mass communication. Since the reform, the government remove the license issuance, known as a news publishing business license (this license), it thrives in Indonesia was the mass media. Bandung as the capital of West Java province is also the target print media investors to expand their business. Therefore competition newspaper companies increasingly stringent, so that newspaper companies should package and present the products in the form of news and information in accordance with the needs of the community. One company news from outside West Java that investment in Bandung, West Java Daily Tribune, a subsidiary of Kompas Gramedia Group. This study aims to discuss the marketing communication strategy Tribune Jabar Facing Competition. This study is a qualitative study using descriptive study approach with qualitative data. Data collection techniques in this study conducted in-depth interviews, participant observation, literature study and document analysis. The results of this research to show that the Tribun Jabar has a specific strategy as newspapers immigrants in Bandung and West Java in order to face competition after decades of leading the market in West Java, but it also has emotional ties with citizens Sunda. Tribun Jabar develop new niche markets that the younger generation is more like change and dynamic sports, such as football and art activities of singing. Tribun Jabar further highlight the life style and sports in the news section produced. Based Jabar Tribun marketing strategy, the authors assume that the goal of marketing communications strategy is in addition to attract more advertisers as well as to anticipate how to search for unique innovations in terms of promotions and events, so it can be rated the number one newspaper in West Java and the the most needed by the people or the target reader.