Tribun Medan's Marketing Communication Strategy in Facing Media Business Competition in the Digital Age

Abstract

This study aims to analyse the marketing communication strategy of Medan Tribun in the face of media business competition in the digital era. The theory used in this research is Kotler's 4P (Product, Price, Place, Promotion) marketing communication strategy combined with SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. The research method used was a qualitative descriptive approach, with data collection techniques including interviews, observation and documentation. The subjects of this study were the team involved in the marketing communication strategy of Medan Tribune, which was eight informants. The results showed that the marketing strategy of Tribun Medan entering the digital era was carried out by producing news content made in print, online and social media-based multi-platforms as well as building an online news portal filled with fast, accurate, interesting and diverse written and video reports to gain public trust, then creating a digital activity program and developing a Tribune Event Organizer.