Pemanfaatan Media Massa oleh PT. Bina Mahasiswa Indonesia sebagai Stategi Pemasaran Liga Mahasiswa (LIMA)

Mahardono S.B.U, Taufiq Hidayah, Sugiarto -

Abstract


The goal of this research is to describe the processof mass media usage done by LIMA in the strategy used to Liga Mahasiswa market. The method used in this research is interview and observation, and the technicaldocumentation is case study. The result in this researchshows that the mass media usage formulated by LIMA asa marketing strategy to spread out a sport event is veryeffective and innovative as so many explorations can bemade. In the usage of media, LIMA take advantage of printmedia, electronic or online. One of the local media in placeof activities take place for example the local media in Jakartasuch as: JakTv, TraxFm, Golf Diggest and other mediathat contains the Mahaka Media Group and local mediathan in Jakarta. LIMA take advantage of the mass mediawhich make a MOU (Memorandum Of Understanding) asone way to cooperate Furthermore, mass media is willing to cooperate with LIMA. Based on the results of suchresearch, it can be concluded that in addition to holdingthe event, five hold social events with the help of the massmedia in order to be published. Currently, events arrangedby LIMA are developing.


Keywords


mass media, sports event, sport marketing

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DOI: https://doi.org/10.15294/miki.v3i2.4382

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