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Strategi Komunikasi Public Media Relations National Basketball League Indonesia Melalui Program Live Streaming Dalam Meningkatkan Loyalitas Pecinta Basket Di Kota Bandung)
Virginia Dinar Lestari NIM. (2016) | Skripsi | Ilmu Komunikasi
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Ringkasan
Penelitian ini bertujuan untuk mengetahui strategi komunikasi public media relations National Basketball League Indonesia melalui program live streaming dalam meningkatkan loyalitas pecinta basket di kota Bandung. Untuk menjelaskan penelitian ini, fokus permasalahan mikro dari penelitian terbagi menjadi identifikasi khalayak, penentuan tujuan, pesan yang disampaikan, media yang digunakan dan evaluasi kegiatan. Penelitian ini penggunakan metode kualitatif dengan pendekatan deskriptif. Informan pada penelitian ini berjumlah 5 (lima) orang. Data diperoleh melalui wawancara, observasi partisipan, dokumentasi, studi pustaka, dan pencarian internet. Teknik analisis data yang digunakan ialah pengumpulan data, reduksi data, analisis, dan penarikan kesimpulan. Hasil dari penelitian ini menunjukkan bahwa strategi komunikasi Public Relations National Basketball League Indonesia dalam meningkatka loyalitas pecinta basket di kota Bandung melalui Program Live Streaming cukup berhasil. Identifikasi Sasaran Khalayak dari strategi komunikasi public media relations melalui program live streaming mempunyai sasaran khalayak yang berbeda terlebih penentuan sasaran khalayak disesuaikan berdasarkan segementasi. Penetapan Tujuan yang ingin dicapai, program live streaming memiliki tujuan yang jelas untuk meningkatkan loyalitas pecinta basket. Pesan yang disampaikan berupa informatif dan persuasif, informatif berupa pemberian informasi mengenai National Basketball League Indonesia berupa tayangan pertandingan melalui live streaming yang ditawarkan kepada pecinta basket. Media yang digunakan dalam program live streaming ini menggunakan media internet yang bekerja sama dengan telkom dan server yang bekerja sama dengan mitra net. Evaluasi Kegiatan dalam proses pelaksanaan dan evaluasi hasil kegiatan yang telah dilaksanakan melalui rapat dengan pihak-pihak yang bekerja sama dengan Public Media Relations National Basketball League Indonesia. Kesimpulan dari penelitian ini adalah strategi komunikasi public media relations National Basketball League Indonesia yang dilakukan melalui program live streaming telah cukup berhasil, untuk meningkatkan loyalitas yang di inginkan oleh public media relations National Basketball League Indonesia.Saran dari peneliti adalah National Basketball League Indonesia diharapkan tidak menjadikan live streaming sebagai pilihan utama dalam menyajikan pertandingan-pertandingan yang berkulitas bagi para pecinta basket khusunya di kota Bandung. Tetapi dapat memperhitungkan televisi sebagai media untuk menyiarkan pertandingan sehingga dapat semakin berkembang dan menjadi lebih baik dari sekarang.
Ringkasan Alternatif
This research is aimed to know about the communication strategies of Public Media relations National Basketball Indonesian league, through live streaming programme in increasing basketball lovers loyality in Bandung. To describe the research, the micro problem is focused in the research are devided into audience identification, purposing decision, conveyed messegeand activity evaluation. The research was used qualitative method with descriptive approaching. The informan in the research were five participants. The data were obtained through questionare, participants observation, documentations, library research and internet searching. The analysis data technique were used data collecting, data reduction, analysis and summaries.The result of the research showed that the communication strategies of Public Media Relations National Basketball Indonesian League in increasing basketball lovers loyality in Bandung through live streaming programme was succed enough. Audience target identification from communication strategies of public media relations through live streaming programme had different audience target. In particularly, the determination of audience target was appropriated based on segmentatiom. The purpose which want to be reached, it had clear purpose to increase the Basketball lovers loyalty, the conveyed messege were informative and persuasive. the informative was an information given about National Basketball Indonesian League as a competition performing through live streaming which is offered to Basketball lovers. the media that was used in this programme was internet media that had worked together with Telkom and the Mitra Net server. the activity evaluation in the implementation process and the activities result evaluation had implemented through related parties meeting who work along with Public Media Relations National Basketball Indonesian League. The summaries in the research were the communication strategies of public media relations National basketball indonesian league which had done through live streaming programme had succed enough to increase the loyalty that was wanted by public media relations national basketball indonesian league. the researcher suggestion is National basketball indonesian league is hoped that live streaming does not used as a main choice in pouring qualified competitions for basketball lovers in Bandung especially. but it can be considered that Television can be used as a media to broadcast the competitions until it is more developed and to be better than now.