STRATEGI KOMUNIKASI MAL SKA PEKANBARU DALAM MEMPUBLIKASIKAN SKA FAMILY CARD KEPADA PENGUNJUNG

Riska Mardhatillah, Welly Wirman

Abstract


Based on the data that researchers get from mall SKA Pekanbaru, the number of
visitors who came into SKA Family Card decreased each year. From the year 2010,
there were 1167 people joined in SKA Family Card. Then in 2011 decreased up to 972
people who joined in SKA Family Card next year, up to 607 people who had gathered
in SKA Family Card. Objective of this study was to determine the strategy message, the
strategy of public and media strategies used in the dissemination of Mal SKA
Pekanbaru cards for family visitors.
This research uses descriptive qualitative, and techniques of data collection are
classified through observation, interviews, and documentation. Informans in this study
totaled 9 people taken based on accidental and purposive sampling. Models of
interactve data analysis researchers use to decribe research results in technical data
analysis to verify the validity of data and research using participatory extension
techniques and triangulation.
The result about the communication strategy of mall SKA Pekanbaru about
strategy audience is people at Pekanbaru with middle class and above. Media used by
Mall SKA Pekanbaru is print media like Riau Pos, Tribun Pekanbaru, Pekanbaru Pos
dan Metro Riau, social media like facebook and twitter, sms broadcast and print media
campaign like banner and flyer. Contents of the messages used in the publishing SKA
family Card is informative and persuasive messages. Several contributing factors is the
company’s commitment in all promotional programs, many visitors who come everyday
and many are conducting transactions at the mall SKA Pekanbaru. Factor that do not
support is the very low level of tenant participation in promotional programs.
Keywords : Strategy, Communication, Publication

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