Brand Identity Ardan sebagai radio anak muda Bandung : Analisis deskriptif pada Humas Radio Ardan

Cahyanti, Tiara Syifa (2021) Brand Identity Ardan sebagai radio anak muda Bandung : Analisis deskriptif pada Humas Radio Ardan. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Radio Ardan 105.9 FM Bandung merupakan radio yang bersegmentasi anak muda yang jangkauan siarannya adalah daerah Bandung dan sekitarnya. Penelitian ini bertujuan untuk mengetahui logo, tagline “Radio anak muda nomer 1 di Bandung” dan program Nightmare Side sebagai Brand Identity Ardan Sebagai Radio Anak Muda Bandung. Penelitian ini menggunakan konsep elemen brand identity yang terdiri dari nama merek. logo, dan tagline. Konsep ini dipilih karena relevan dengan tahapan yang ditempuh dalam penelitian ini untuk mengetahui brand identity Ardan sebagai radio anak muda Bandung. Paradigma yang digunakan adalah paradigma interpretif dengan pendekatan kualitatif dan metode analisis deskriptif. Data-data penelitian dikumpulkan melalui wawancara mendalam, observasi dan dokumentasi. Hasil penelitian ini menunjukan bahwa radio Ardan memiliki beberapa identitas yang dikenal oleh masyarakat diawali dengan tahap 1) logo sebagai brand identity meliputi a) konsisten tidak pernah melakukan rebranding b) menjadi inspirasi bagi radio lain di Bandung dan Jawa Barat. 2) tagline sebagai brand identity meliputi a) melakukan survey terlebih dahulu sebelum menentukan tagline b) sesuai target pasar yaitu anak muda. Tahap 3) program Nightmare Side sebagai brand identity meliputi a) konsistensinya terhadap alur cerita b) terus melakukan inovasi baru seperti konten misteri di Youtube dan podcast di Spotify. Berdasarkan hasil penelitian, disimpulkan bahwa radio Ardan telah melakukan brand identity melalui logo, tagline dan program sesuai dengan elemen brand identity oleh Kotler dan Pfoertsch. ENGLISH : The wave 109,5 FM Ardan Radio in Bandung is reaching Broadcasting the youth segment in Bandung environs. This research is meant to actknowledge the logo, the tagline: “The number one youth radio station in Bandung” and Nightmare Side program as the brand identity of Ardan as the youth radio in Bandung. This study uses the concept of brand identity elements consisting of brand names. logo, and tagline. This concept was chosen because it is relevant to the steps taken in this study to determine Ardan's brand identity as a youth radio in Bandung. The paradigm used is an interpretive paradigm with a qualitative approach and descriptive analysis methods. Research data were collected through in-depth interviews, observation and documentation. The results of this study indicate that Ardan radio has several identities that are known by the public starting with stage 1) the logo as a brand identity includes a) consistently never rebranding b) being an inspiration for other radios in Bandung and West Java. 2) the tagline as a brand identity includes a) conducting a survey before determining the tagline b) according to the target market, namely young people. Stage 3) The Nightmare Side program as a brand identity includes a) consistency with the storyline b) continuing to innovate such as mystery content on Youtube and podcasts on Spotify. Based on the results of the study, it was concluded that Ardan radio had carried out brand identity through logos, taglines and programs in accordance with the brand identity elements by Kotler and Pfoertsch.

Item Type: Thesis (Sarjana)
Uncontrolled Keywords: Brand Identity;radio;anak muda
Subjects: Social Interaction, Interpersonal Relations > Communication
Social Interaction, Interpersonal Relations > Media of Communication, Mass Media
Divisions: Fakultas Dakwah dan Komunikasi > Program Studi Hubungan Masyarakat
Depositing User: Tiara Syifa Cahyanti
Date Deposited: 01 Oct 2021 09:56
Last Modified: 01 Oct 2021 09:56
URI: http://digilib.uinsgd.ac.id/id/eprint/44193

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