STRATEGI KOMUNIKASI PEMASARAN RBTV DALAM MEMPERTAHANKAN EKSISTENSI PROGRAM SIARAN LOKAL (KHUSUSNYA PROGRAM LEYEH-LEYEH 2018-2019)

This research focuses on RBTV's marketing strategy. The purpose of this
research is to find out the marketing communication strategies carried out by
RBTV in maintaining the existence of local broadcast programs, especially
Leyeh–Leyeh program. The theory used by researchers is segmentation, targeting
and positioning (STP) theory. This research method uses qualitative methods. The
location of this research is in Gedung. A 3rd Floor STMIK AMIKOM,
Yogyakarta jl. Ringroud North, Condong Catur, Sleman, Yogyakarta. The source
of the research data comes from primary data, namely in-depth interviews with
informants, observations, and secondary data in the form of photos and company
documentation. The results of this study showed that rbtv segmentation managed
to attract viewers of all ages, genders, occupations, ethnic groups, education and
religions) especially those in Itimewa Area of Yogyakarta. Then the targeting of
RBTV on the Leyeh–Leyeh program is to find ads can be said to be successful
because many agencies want to market their goods/products to the Leyeh–Leyeh
program. RBTV's positioning on Leyeh-Leyeh's program can be said to be good
enough, because in identifying its target audience they previously figured out
what kind of program the public liked. Then RBTV also has a difference from
other media, such as leyeh-leyeh program which provides opportunities for people
who want to request music, say hello and have quizzes, as well as the host who
always gives comedians typical of Yogyakarta. The advantage that Leyeh-Leyeh
program has is that it is always included in every award nomination event and
becomes the flagship program on RBTV.