DAFTAR ISI
Halaman
HALAMAN JUDUL ..............................................................................
i
HALAMAN PERSETUJUAN .................................................................
ii
HALAMAN PENGESAHAN .................................................................
iii
PERNYATAAN ETIKA AKADEMIK ...................................................
iv
KETERANGAN MELAKUKAN PENELITIAN ...................................
v
HALAMAN PERSEMBAHAN ..............................................................
vii
KATA PENGANTAR .............................................................................
viii
DAFTAR ISI ............................................................................................
x
DAFTAR TABEL ....................................................................................
xiv
DAFTAR BAGAN ...................................................................................
xv
DAFTAR GAMBAR ...............................................................................
xvi
DAFTAR LAMPIRAN .............................................................................
xvii
ABSTRAK ................................................................................................
xviii
ABSTRACT ...............................................................................................
xix
BAB I. PENDAHULUAN A. Latar Belakang ....................................................................
1
B. Perumusan Masalah ............................................................
6
C. Tujuan Penelitian ................................................................
9
D. Manfaat Penelitian ..............................................................
9
1. Manfaat Akademis .......................................................
10
2. Manfaat Praktis ............................................................
10
E. Tinjauan Pustaka .................................................................
10
1. Penelitian Terdahulu ....................................................
10
2. Kerangka Teori ............................................................
15
a. Konsep Teori Paradigma Penerbitan Media .............
15
b. Manajemen Pemasaran Freemedia .........................
18
c. Media Cetak (Majalah) ...........................................
21
x
d. Fremedia .................................................................
25
e. Zine .........................................................................
29
f. Strategi Integrated Marketing Communications (IMC)
31
1) Advertising/ Periklanan ....................................
33
2) Promosi Penjualan ...........................................
34
3) Public Relations ...............................................
35
4) Personal Selling/ Penjualan Personal ..............
36
5) Pemasaran Langsung .......................................
37
6) Sponshorship ....................................................
37
F. Metode Penelitian ................................................................
38
1. Paradigma dan Pendektan Penelitian ...........................
38
2. Waktu dan Lokasi Penelitian .......................................
38
3. Narasumber Penelitian .................................................
39
4. Teknik Pengumpulan Data ..........................................
39
a. Wawancara ..............................................................
39
b. Observasi .................................................................
40
c. Studi Pustaka ...........................................................
40
5. Teknik Analisis Data ....................................................
41
G. Alur Penelitian .....................................................................
43
BAB II. GAMBARAN UMUM OBJEK PENELITIAN A. Mymagz Yogyakarta . ..........................................................
44
1. Profile Mymagz Yogyakarta . .......................................
44
2. Visi Misi Mymagz Yogyakarta ......................................
46
3. Pembaca Mymagz Yogyakarta (Target Audience) ........
47
4. Portofolio, Spesifikasi, dan lain-lain . ...........................
47
5. Content Mymagz Yogyakarta . ......................................
50
6. Rubrikasi Mymagz Yogyakarta .. ..................................
50
7. Manajemen Mymagz Yogyakarta . ................................
53
a. Struktur Organisasi Mymagz Yogyakarta ...............
53
b. Job Description Organisasi Mymagz Yogyakarta ...
54
xi
8. Gambaran Umum Departemen Pemasaran Mymagz Yogyakarta dalam Mengoptimalkan Strategi Pemasaran Freemedia ..................................... .............
55
9. Manajemen Pemasaran Mymagz Yogyakarta ..............
57
a. Struktur Organisasi Manajemen Pemasaran Mymagz Yogyakarta ................................................
57
b. Job Description Departemen Pemasaran Mymagz Yogyakarta ................................................
57
B. diRADIO Bali .....................................................................
58
1. Profile diRADIO Bali ...................................................
58
2. Visi Misi diRADIO Bali ...............................................
59
3. Pembaca diRADIO Bali (Target Audience) ..................
60
4. Portofolio, Spesifikasi dan lain-lain ..............................
60
5. Content diRADIO Bali .................................................
62
6. Rubrikasi diRADIO Bali ..............................................
62
7. Manajemen diRADIO Bali ............................................
64
a. Struktur Organisasi diRADIO Bali ..........................
64
b. Job Description Organisasi diRADIO Bali ..............
65
8. Gambaran Umum Departemen Manajemen Pemasaran diRADIO Bali dalam Mengoptimalkan Strategi Pemasaran Freemedia ....................................
67
9. Manajemen Pemasaran diRADIO Bali .........................
69
a. Struktur Organisasi Manajemen Pemasaran diRADIO Bali ..........................................................
69
b. Job Description Departemen Pemasaran diRADIO Bali ..........................................................
69
BAB III. TEMUAN PENELITIAN A. Strategi Pemasaran Freemedia pada Mymagz Yogyakarta ...........................................................
71
B. Strategi Pemasaran Freemedia pada diRADIO Bali ..................................................................... xii
86
C. Perbandingan Strategi Pemasaran Freemedia pada Mymagz Yogykarta dan diRADIO Bali ................................
100
BAB IV. PEMBAHASAN A. Implikasi Teori ...................................................................
105
B. Analisis SWOT (Strenght, Weakness, Opportunity, Threat) Strategi Pemasaran Freemedia pada Mymagz Yogyakarta dan diRADIO Bali ...............................................................
130
1. Faktor Pendukung (Strenght dan Weakness) Strategi Pemasaran Freemedia pada Mymagz Yogyakarta dan diRADIO Bali ....................................
131
2. Faktor Penghambat (Opportunity dan Threat) Strategi Pemasaran Freemedia pada Mymagz Yogyakarta dan diRADIO Bali ....................................
133
BAB V. PENUTUP ................................................................................ A. Kesimpulan ..........................................................................
135
B. Keterbatasan Penelitian ......................................................
137
C. Saran ...................................................................................
138
DAFTAR PUSTAKA .............................................................................
140
LAMPIRAN
xiii
DAFTAR TABEL
Tabel 1.2
Proses Manajemen Pemasaran .........................................
21
Tabel 1.2
Macam-macam Jenis Majalah ..........................................
24
Tabel 1.3
Alternatif Promosi Penjualan ..........................................
34
Tabel 3.1
Daftar Pengiklan Mymagz “my style my attitude” Pada edisi Mars & Venus Mei 2012 .................................
Tabel 3.2
83
Daftar Pengiklan diRADIO “Lifestyle and Entertainment Guide” pada edisi The Traveller Maret-April 2012 ..............................................................
Tabel 4.1
96
Perbandingan Kegiatan Integrated Marketing Communications (IMC) pada Mymagz Yogyakarta dan diRADIO Bali ............................................................
Tabel 4.2
127
Analisis SWOT (Strength, Weakness, Opportunity, Threat) Strategi Pemasaran Freemedia pada Mymagz Yogyakarta dan diRADIO Bali ............................................................
xiv
133
DAFTAR BAGAN
Bagan 1.1
Struktur Penerbitan Pers ...................................................
Bagan 1.2
Lingkup Pembahasan Integrated Marketing
17
Communications (IMC) .....................................................
32
Bagan 1.3
Alur Penelitian ..................................................................
43
Bagan 2.1
Struktur Organisasi Mymagz Yogyakarta .........................
54
Bagan 2.2
Struktur Organisasi Manajemen Pemasaran Mymagz Yogyakarta ..........................................................
57
Bagan 2.3
Struktur Organisasi diRADIO Bali ...................................
65
Bagan 2.4
Struktur Lengkap Organisasi Hard Rock Radio Bali 87.8 FM ........................................
Bagan 2.5
66
Struktur Organisasi Manajemen Pemasaran diRADIO Bali ...................................................................
xv
69
DAFTAR GAMBAR
Gambar 1.1
Tugas Pokok Manajemen ..................................................
Gambar 1.2
Organisasi Media Massa Ditengah Tiga Kekuatan
18
Ekonomi, Politik, dan Teknologi .....................................
26
Gambar 1.3
Model Analisis Interaktif...................................................
41
Gambar 2.1
Logo Mymagz Yogyakarta.................................................
46
Gambar 2.2
Cover dan Back Cover Mymagz Yogyakarta Tema edisi Venus & Mars ................................................
49
Gambar 2.3
Logo diRADIO Bali ..........................................................
59
Gambar 2.4
Cover dan Back Cover diRADIO Bali Tema edisi The Traveler ...................................................
61
Gambar 3.1
Program Acara Radio Swaragama FM ............................
75
Gambar 3.2
Program Acara di Jogja TV “Jogja Music Nation” ...........
77
Gambar 3.3
Profile Twitter Mymagz Yogyakarta ................................
78
Gambar 3.4
Pemberian Souvenir pada saat Launching 4 Mei 2012 Mymgaz “my style my attitude” ......................................
80
Gambar 3.5
Salah Satu Pick up Point di Dexie Yogyakarta ................
81
Gambar 3.6
Launching Mymagz “my style my attitude” ......................
82
Gambar 3.7
Kegiatan Sponsorship Mymagz Yogyakarta 2012 ............
86
Gambar 3.8
Cover dan Back Cover dari Majalah The Beat .................
90
Gambar 3.9
Website Hard Rock Radio Bali 87.8 FM ..........................
91
Gambar 3.10 Pick up Point diRADIO “Lifestyle and Entertaiment Guide” .................................
93
Gambar 3.11 Seminar “Personal Branding for Career in Business World to Successfull Entrepreneur” pada tahun 2012 ......
95
Gambar 3.12 Kegiatan Sponsorship Hard Rock Radio Bali 87.8 FM ...
99
xvi
DAFTAR LAMPIRAN Mymagz Yogyakarta Lampiran 1
Company Profile Mymagz “my style my attitude”
Lampiran 2
Rate Sheet Mymagz “my style my attitude”
Lampiran 3
Press Release The Launching of Mymagz
Lampiran 4
Pedoman wawancara
diRADIO Bali Lampiran 1
Company Profile diRADIO “Lifestyle and Entertaiment Guide”
Lampiran 2
Rate Sheet diRADIO “Lifestyle and Entertaiment Guide”
Lampiran 3
Hasil Riset diRADIO “Lifestyle and Entertaiment Guide”
Lampiran 4
Pedoman Wawancara
xvii
