STRATEGI MARKETING COMMUNICATION MNC/INEWS DALAM MEMPROMOSIKAN ACARA OFF AIR TABLIGH AKBAR

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran yang diterapkan oleh MNC/iNews dalam mempromosikan acara off air, khususnya Tabligh Akbar yang diselenggarakan selama bulan Ramadan. Di tengah persaingan media yang semakin ketat, iNews memanfaatkan pendekatan Integrated Marketing Communication (IMC) untuk membangun brand awareness dan menjangkau audiens secara lebih luas. Strategi pemasaran difokuskan pada penggunaan media sosial, terutama Instagram dan Facebook, sebagai kanal utama promosi karena dinilai lebih efektif dibandingkan media konvensional. Penelitian ini menggunakan pendekatan kualitatif dengan metode wawancara mendalam kepada tim Marketing Communication iNews. Hasil penelitian menunjukkan bahwa iNews mengimplementasikan strategi pemasaran berbasis 4P (Product, Price, Promotion, Place) dengan kombinasi pendekatan daring dan luring, seperti pemasangan T-Banner dan spanduk, serta kampanye digital di media sosial. Temuan lain mengungkapkan bahwa iNews menghadapi tantangan dalam menjangkau audiens baru dan membangun keterlibatan jangka panjang. Strategi yang konsisten dan kolaboratif dengan berbagai pihak eksternal menjadi kunci keberhasilan komunikasi pemasaran iNews dalam memperkuat citra dan eksistensi mereka di industri media nasional.

This research aims to analyze the marketing communication strategy applied by MNC/iNews in promoting off-air events, especially Tabligh Akbar held during Ramadan. In the midst of increasingly fierce media competition, iNews utilizes an Integrated Marketing Communication (IMC) approach to build brand awareness and reach a wider audience. The marketing strategy focuses on the use of social media, especially Instagram and Facebook, as the main channel of promotion because it is considered more effective than conventional media. This research uses a qualitative approach with in-depth interview method to iNews Marketing Communication team. The results showed that iNews implements a 4P-based marketing strategy (Product, Price, Promotion, Place) with a combination of online and offline approaches, such as the installation of T-Banners and banners, as well as digital campaigns on social media. Other findings reveal that iNews faces challenges in reaching new audiences and building long-term engagement. A consistent and collaborative strategy with various external parties is the key to the success of iNews' marketing communications in strengthening their image and existence in the national media industry.