Research Article
MARKETING COMMUNICATION STRATEGY AS A STRENGTHENING RESISTANCE OF LOCAL MEDIA
@INPROCEEDINGS{10.4108/eai.27-4-2019.2285376, author={Eko Pamuji and Rachmah Ida and Mustain Mashud and Meithiana Indrasari and Bambang Raditya Purnomo}, title={MARKETING COMMUNICATION STRATEGY AS A STRENGTHENING RESISTANCE OF LOCAL MEDIA}, proceedings={Proceedings of the 3rd English Language and Literature International Conference, ELLiC, 27th April 2019, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ELLIC}, year={2019}, month={7}, keywords={media resilience qualitative case studies}, doi={10.4108/eai.27-4-2019.2285376} }- Eko Pamuji
Rachmah Ida
Mustain Mashud
Meithiana Indrasari
Bambang Raditya Purnomo
Year: 2019
MARKETING COMMUNICATION STRATEGY AS A STRENGTHENING RESISTANCE OF LOCAL MEDIA
ELLIC
EAI
DOI: 10.4108/eai.27-4-2019.2285376
Abstract
The purpose of this descriptive study was to explore the marketing communication strategy of the Duta Masyarakat daily newspaper to identify perceptions, thoughts, and experiences in facing technological progress and competition with internet media. This research was motivated by the increasing number of newspaper media discontinued because it was unable to compete with internet-based news media. This research is a qualitative research with a case study approach where researchers try to explain or reveal the meaning of the concept of experience based on awareness that occurs in some individuals. In this research the researcher collects, summarizes and interprets the data obtained, which are then reprocessed so that a clear, directed and comprehensive picture of the problem under study is obtained. The qualitative approach with the case study method used to understand in depth the characteristics of the daily media of newspaper ambassadors and determinants of their success in maintaining their business ventures in the field of news media.
