Jumadi Mappanganro, Jumadi
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STRATEGI KOMUNIKASI PEMASARAN HARIAN TRIBUN TIMUR MENGHADAPI PERSAINGAN BISNIS SURAT KABAR DI KOTA MAKASSAR Mappanganro, Jumadi; Cangara, Hafied
KAREBA : Jurnal Ilmu Komunikasi Vol.3 No.2 April - Juni 2014
Publisher : KAREBA : Jurnal Ilmu Komunikasi

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Abstract

Abstract Tribun Timur is facing tight newspaper business competition in Makassar. This research aimed to analyze the strength, the opportunities, the challenges, and threat on the marketing communication strategies applied by Tribun Timur Newspaper in facing business competition of other daily newspaper in Makassar. This research used the descriptive and qualitative methods, and the data were analyzed using SWOT analysis. The information was collected through the interviews, and the document texts. The research results revealed that Tribun Timur Daily Newspaper war superior over other local daily newspapers in Makassar in terms of prices, number of pages, speed of publication and reaching its customers. Other advantages were the fact that Tribun Timur Newspaper had position as the general newspaper instead of a specialized newspaper. In addition, because Tribun Timur Newspaper was a digital media, it could be carried and read anywhere as long as the facilities, such as the smartphone, laptop, PC computer were available – all these forms of technologies could become a threat for any printed media, particularly Tribun Timur Newspaper printed edition.Abstrak Sebagai surat kabar, Tribun Timur dihadapkan pada persaingan bisnis surat kabar di Kota Makassar. Penelitian ini bertujuan untuk menganalisis kekuatan, peluang, tantangan, dan ancaman dari strategi komunikasi pemasaran yang diterapkan koran Tribun Timur dalam menghadapi persaingan bisnis surat kabar harian di Kota Makassar. Tipe penelitian ini menggunakan deskriptif kualitatif dan dianalisis menggunakan analisis SWOT. Sumber informasi dikumpulkan dari hasil wawancara dan data berupa dokumentasi teks. Hasil penelitian menunjukkan antara lain bahwa dari sisi harga, jumlah halaman, kecepatan terbit atau tiba di pelanggan, surat kabar harian Tribun Timur memiliki banyak keunggulan dibanding beberapa koran lokal yang terbit dan beredar di Kota Makassar. Keunggulan tersebut di antaranya karena koran Tribun Timur memosisikan diri sebagai koran umum alias tidak spesifik. Terbit setiap hari tanpa jeda (7 hari sepekan) dengan ketebalan 40 halaman. Keunggulan Tribun Timur di antaranya dapat diukur dari sisi harga, jumlah halaman maupun bonus. Digital media yang serba modern dan praktis karena dapat dibawa-bawa dan dibaca kapan dan di mana saja sepanjang ada perangkat smartphone, laptop, komputer PC, menjadi ancaman bagi media cetak, khususnya Tribun Timur edisi print.