| NIM | F1C020039 |
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| Namamhs | HENING DWI ASTUTI |
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| Judul Artikel | IMPLEMENTASI REBRANDING LEMBAGA PENYIARAN PUBLIK RADIO REPUBLIK INDONESIA SATUAN KERJA PURWOKERTO |
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| Abstrak (Bhs. Indonesia) | Pada 11 September 2023, LPP RRI Purwokerto melakukan rebranding pada lembaganya. Rebranding tersebut merupakan bentuk adaptasi RRI sebagai satu-satunya radio yang menyandang nama negara dalam menghadapi era digital. Penelitian ini bertujuan untuk mengetahui alasan dilakukan rebranding LPP RRI Satuan kerja Purwokerto serta implementasi rebranding LPP RRI Satuan Kerja Purwokerto dengan dianalisis menggunakan Teori Rebranding. Peneliti menggunakan metode penelitian deskriptif kualitatif. Data penelitian melalui analisis dokumen LPP RRI Purwokerto serta wawancara dengan para informan yang mengetahui informasi mengenai rebranding. Hasil penelitian yaitu terdapat 1) Reposititoning yang ingin ditanamkan yaitu LPP RRI Purwokerto merupakan media digital2) Tidak ada renaming. 3) Redesigning berupa logo lembaga, alat tulis, neon box, ID card, pin, serta seragam. Terjadi perubahan aplikasi RRI Digital dan ada penguatan platform digital dengan meningkatkan produktifitas karyawan LPP RRI Purwokerto dalam menulis serta mempertahankan program Dopokan Banyumasan serta Warung Tarsun sebagai ciri khas. 4) Relaunching bertepatan dengan Hari Radio yaitu 11 September 2023 dengan mengunggah video rebranding RRI. Dalam implementasinya, terdapat kendala, berupa instruksi terkait rebranding dinilai terlalu cepat, logo belum diterapkan secara menyeluruh, inkonsistensi terkait logo programa, RRI Digital yang mengalami bug, karyawan LPP RRI Purwokerto yang belum terbiasa dengan perubahan kebijakan terkait penambahan konten. |
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| Abtrak (Bhs. Inggris) | LPP RRI Purwokerto rebranded its institution to adapt as the only radio station bearing the national name in the digital era on September 11, 2023. The digital era is characterized by the rapid and easy dissemination of information through digital system. This research aims to find out the reasons for rebranding the LPP RRI Purwokerto and how the rebranding was implemented, analyzed using Rebranding Theory.The researchers used descriptive qualitative research methods. Data were collected through document analysis of LPP RRI Purwokerto as well as interviews with informants who knew information regarding rebranding at LPP RRI Purwokerto. The result of this research include: 1) The reposititoning that you want to embed, namely LPP RRI Purwokerto, is digital media. 2) There is no renaming. 3) Redesigning in the form of institutional logos, stationery, neon boxes, ID cards, pins and uniforms. There have been changes to the RRI Digital application and there has been a strengthening of the digital platform by increasing the productivity of LPP RRI Purwokerto employees in writing and maintaining the Dopokan Banyumasan and Warung Tarsun programs as a characteristic. 4) Relaunching coincides with Radio Day, namely September 11 2023, by uploading an RRI rebranding video. In its implementation, there were obstacles, in the form of instructions regarding rebranding which were considered too fast, the logo had not been implemented thoroughly, inconsistencies regarding the program logo, RRI Digital experiencing bugs, LPP RRI Purwokerto employees who were not yet familiar with policy changes regarding adding content. |
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| Kata kunci | Era Digital Rebranding LPP RRI Purwokerto |
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| Pembimbing 1 | Dr. Agoeng Noegroho, S.Sos., M.Si. |
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| Pembimbing 2 | Itsna Hidayatul Khusna, S.I.Kom., M.A |
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| Pembimbing 3 | Dr. Wiwik Novianti, S.Sos., M.I.Kom |
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| Tahun | 2024 |
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| Jumlah Halaman | 8 |
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| Tgl. Entri | 2024-08-27 14:49:42.716789 |
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