CD Skripsi

Strategi Pemanfaatan Media Mal Ska Dalam Mempertahankan Pengunjung Di Masa Pandemi Covid-19

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ABSTRACT
MEDIA UTILIZATION STRATEGY SKA MAL IN RETAINING VISITORS DURING THE COVID-19 PANDEMIC
By: Rizka Nanda Zahara
Conselor: Dr.Welly Wirman, S. IP, M.Si
Media utilization is a process, method, and action taken by an organization, institution, or company in using the means of delivering their messages or information to the public so that it can influence the attitudes and behaviour of its communicants. SKA Mal is one of the largest maze centers in Pekanbaru city and has been established since 2004. As one of the Malls that has been around for a long time, SKA Mall is certainly one of the choices for meeting the needs of the people of Pekanbaru City. During the COVID-19 Pandemic, SKA Mall experienced many changes in operating hours due to the rules set by the Government. Therefore Mal SKA has a strategy in utilizing the media to inform the public about the changes that have occurred during the Covid-19 pandemic. This study aims to find out the strtategies for utilizing media and messages by SKA Mall, as well as the audience’s response to these strategis.
This study used qualitative research methods with the presentation of descriptive analysis, namely by describing the condition of the subject or research object based on the fact in location. There are 10 informants in this study who were drawn based on purposive technique. Data collection techniques used were interviews, observation of the actual situation at the research site, and image documentation, notes and photos of activities carried out by SKA Mal during the covid-19 pandemic. Data analysis techniques by reducing data, collecting data, presenting data, drawing conclusions and evaluating using data validity checking techniques,that is triangulation method.
Media Utilization Strategy is an idea how media goals will be achieved through selection to reach targets that are in accordance with their segments. The result of this study indicate that in the selection of media, SKA Mall uses online and print mass media uses instagram social media, and uses outdoor media in the form of posters. The messages strategy use in this research is form of informative and persuasive messages and delivered by media. The response of the public gave to the delivery of information SKA Mal during the covid-19 pandemic were in positive and negative response.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1601122378

Penerbit

Pekanbaru : Universitas Riau - FSIP - ILMU KOMUNIKASI., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1601122378

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Deti

Versi lain/terkait

Lampiran Berkas

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