Pemerekan (Branding) RRI Yogyakarta sebagai Lembaga Penyiaran Publik

YULIANI, Kristi, Ely Susanto

2014 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT This research become important because RRI is the public radio which cooperate with APBN financing and have to carry out the activities based on national guidance. Meanwhile, RRI charged to fulfill the various public needs. To keep their existence, branding is required. RRI is in the process to fix their image considering that RRI previously become the people’s radio as the government’s tool yet become independent public radio faced with the rivalry of private radio that have their own innovations. To find out that problem, researcher uses indicator made by Kotler to reveal the identity and brand maintaining have been done by RRI. Afterwards, the opinion about RRI’s brand image from the respondents including RRI listener and non-RRI listener is showed. The result of this research reveals that the branding that have been done by RRI Yogyakarta is not maximum enough because of several factor such as limitedness of the fund, unsupported ambience of work, weak mentality of its employee, and the young generation’s amorousness for RRI is not good enough. Their image in the people’s mind do not appropriate with brand image that they need. Therefore, to improve their current branding, they need to fix some particular element such as the internal organization. Key Words: Branding, Existence, Image , RRI Yogyakarta.

Kata Kunci : Penyiaran Publik