PENGARUH STRATEGI PEMASARAN TERHADAP MINAT BELI KONSUMEN PADA LEMBAGA PENYIARAN PUBLIK LOKAL DI KOTA PEKALONGAN KASUS : RADIO KOTA BATIK

Abstract

This study aims to analyze the impact of marketing strategies on consumer purchase intention at Local Public Broadcasting Institutions in Pekalongan City, using Radio Kota Batik as a case study. Local broadcasting media face significant challenges in the digital era, particularly in retaining audiences and ensuring commercial sustainability. This research employs a quantitative method with a survey conducted on 32 respondents who are listeners of Radio Kota Batik. The findings reveal that effective marketing strategies, such as culturally relevant promotions, precise market segmentation, and program innovation, significantly influence consumer purchase intention. Localized promotional campaigns enhance audience engagement and brand loyalty, while market segmentation allows tailored content to meet audience needs. Continuous program innovation ensures the radio remains appealing amidst competition from digital media. Optimizing these marketing strategies is concluded to enhance Radio Kota Batik’s competitiveness, attract more advertisers, and ensure the sustainability of LPPL in Pekalongan City.