The Implementation of Media Convergence in Marketing to Strengthen the Brand Image of Voks Radio Bali 102 FM

Authors

  • Ni Nyoman Cipta Dewi
  • I Made Sutika
  • Prasyudyo

DOI:

https://doi.org/10.22487/ejk.v12i3.1920

Keywords:

Media convergence, Marketing communication, Brand image

Abstract

The purpose of this article is to analyze the implementation of media convergence in the marketing communication strategy conducted by VOKS Radio Bali 102 FM and identify the challenges faced by VOKS Radio Bali 102 FM in implementing media convergence to strengthen brand image. This research uses qualitative descriptive method. The subjects in this study were employees of the program division and marketing promotion division of Voks Radio Bali 102 FM. The data analysis technique used in analyzing the data of this research is inductive technique by assessing the empirical facts found then matched with the basis of theoretical studies and existing indicators. The results showed that Voks Radio Bali 102 FM implemented Media Convergence by utilizing Mobile Applications, thus it had a significant impact on improving Brand Image. The obstacles faced in implementing Media Convergence are the equipment needed to produce content in various formats and the employees' capabilities that need to be improved.

Downloads

Download data is not yet available.

Author Biographies

  • Ni Nyoman Cipta Dewi

    Universitas Dwijendra, Denpasar, Indonesia

  • I Made Sutika

    Universitas Dwijendra, Denpasar, Indonesia

  • Prasyudyo

    Universitas Dwijendra, Denpasar, Indonesia

References

Annisa, F. N. (2021). Konvergensi media pada perkembangan radio komersial di Yogyakarta (studi kasus pada radio Geronimo FM dan radio Swaragama FM). Commicast, 2(2), 90. https://doi.org/10.12928/commicast.v2i2.3350

Ardiansyah, M. (2022). Strategi Marketing Public Relations 107.3 FM Star Radio Tangerang dalam Menarik Minat Pemasangan Iklan di Masa Pandemi. Repository.Uinjkt.Ac.Id.

Baku Pangestu, H., Yusuf, D., Handayani, A., Yulianita, N., Studi Doktor Ilmu Komunikasi, P., & Islam Bandung, U. (2024). Konvergensi media radio dalam upaya mempertahankan eksistensi di era digital. 10(1).

Damayanti, R., Santoso, T. S. I., & Tecoalu, M. (2024). Eksistensi Radio Melalui Konvergensi Siaran di Era Digital. Jurnal Pustaka Komunikasi, 7(1), 125–135. https://doi.org/10.32509/pustakom.v7i1.3592

Didik Hariyanto. (2023). Buku Ajar Komunikasi Pemasaran Penulis: Didik Hariyanto Diterbitkan oleh UMSIDA PRESS (F. A. Darma & M. T. Multazam (eds.)). UMSIDA Press.

Hamna, D. M. (2018). Konvergensi Media Terhadap Kinerja Jurnalis (Studi Kasus: Fajar Tv Dan Fajar Fm). Jurnal Dakwah Tabligh, 19(1), 58–83. https://doi.org/10.24252/jdt.v19i1.5911

Muhammad, F. (2023). Strategi Komunikasi Pemasaran Media Konvensional Balikpapan TV di Era Konvergensi Media. IQTIDA : Journal of Da’wah and Communication, 3(1), 17–38. https://doi.org/10.28918/iqtida.v3i1.344

Pramesti, D. ayu. (2023). Konvergensi media radio Shelter 95,3 FM.

Prasasti, T. (2023). Studi Literatur: Eksistensi Radio Pada Era Konvergensi Media. Commsphere: Jurnal Mahasiswa Ilmu Komunikasi, 1(II), 1–9. https://doi.org/10.37631/commsphere.v1iii.995

Sarastuti, D. (2017). Strategi Komunikasi Pemasaran Online Produk Busana Muslim Queenova. Jurnal Visi Komunikasi, 16(01), 71–90. www.queenova.com,

Silalahi, B. I. (2023). Dinamika Komunikasi Sebagai Ilmu Pengetahuan pada Era Konvergensi Media. Impresi, 4(1), 59–69. https://jurnal.uns.ac.id/impresi/index

Suhariyanto, S., Fanani, F., & Ristia Djaya, T. (2023). Konvergensi Radio Kartini Fm Jepara Dalam Menghadapi Transformasi Media Baru. An-Nida : Jurnal Komunikasi Islam, 14(2), 75–84. https://doi.org/10.34001/an-nida.v14i2.3476

Sumarni, L., & Ariyani, N. (2023). Revolusi Dalam Komunikasi Pemasaran: Pengaruh Implementasi Integrated Marketing Communication Di Perusahaan Multinasional Di Indonesia Pada Era Industri 5.0 (Literature Review). Jurnal Riset Ekonomi Dan Manajement (JREM), 14(3), 347–410. https://jurnalhost.com/index.php/jrem/article/view/307

Supriyatna, Y. (2020). Analisis Pengaruh Harga, Desain Produk, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Produk Yamaha Mio Di Kota Cilegon). Sains Manajemen, 6(1), 36–50. https://doi.org/10.30656/sm.v6i1.2097

Susilo, D. R. (2019). PENGARUH KONVERGENSI MEDIA MASSA TERHADAP KEPUASAN PELANGGAN LAMPUNGPOST.ID. Digital Repository Unila, 44. http://digilib.unila.ac.id/55097/3/3. SKRIPSI TANPA BAB PEMBAHASAN.pdf

Downloads

Published

2025-12-01

Issue

Vol. 12 No. 3 (2025): December

Section

Articles

License

Copyright (c) 2025 Ni Nyoman Cipta Dewi, I Made Sutika, Prasyudyo

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

How to Cite

The Implementation of Media Convergence in Marketing to Strengthen the Brand Image of Voks Radio Bali 102 FM. (2025). Kinesik, 12(3), 160-171. https://doi.org/10.22487/ejk.v12i3.1920

Most read articles by the same author(s)