PMANCAR.COM COMMUNICATION STRATEGY IN PROMOTING LOCAL MUSICIANS IN MAKASSAR CITY

Abstract

Communication strategy is very important in carrying out promotional activities within a company to achieve a certain goal. Especially in online media like Pmancar.com. In this era, many local musicians appear to present their music but the society prefers to listen to the famous musicians. Related to these conditions, Pmancar.com emerged as an online media that focuses on providing information related to local musicians. Therefore, Pmancar.com has a communication strategy in promoting local musicians in order to increase their existence. This study aims to determine the communication strategies used by Pmancar in promoting local musicians as well as the supporting and inhibiting factors in promoting local musicians. This study used a qualitative research method with a descriptive approach. Sources of data obtained are primary data and secondary data. Data collection techniques using three ways, observation, interviews, and documentation. The result of the research shows that the communication strategy carried out by Pmancar.com is by conducting research, preparing plans such as message content, media used, determining audiences, then carrying out implementation, evaluation and reporting. The inhibiting factors experienced by Pmancar.com were the outreach to local musicians, the imbalance in the number of Pmancar.com viewers and visitors with the number of followers and subscribers. Supporting factors that are owned by Pmancar.com are having extensive relationships, having a brand image that is known as the only online media that only presents about the creative industry. interviews, and documentation. The result of the research shows that the communication strategy carried out by Pmancar.com is by conducting research, preparing plans such as message content, media used, determining audiences, then carrying out implementation, evaluation and reporting. The inhibiting factors experienced by Pmancar.com were the outreach to local musicians, the imbalance in the number of Pmancar.com viewers and visitors with the number of followers and subscribers. Supporting factors that are owned by Pmancar.com are having extensive relationships, having a brand image that is known as the only online media that only presents about the creative industry. interviews, and documentation. The result of the research shows that the communication strategy carried out by Pmancar.com is by conducting research, preparing plans such as message content, media used, determining audiences, then carrying out implementation, evaluation and reporting. The inhibiting factors experienced by Pmancar.com were the outreach to local musicians, the imbalance in the number of Pmancar.com viewers and visitors with the number of followers and subscribers. Supporting factors that are owned by Pmancar.com are having extensive relationships, having a brand image that is known as the only online media that only presents about the creative industry. preparing plans such as message content, media used, determining audiences, then carrying out implementation, evaluation and reporting. The inhibiting factors experienced by Pmancar.com were the outreach to local musicians, the imbalance in the number of Pmancar.com viewers and visitors with the number of followers and subscribers. Supporting factors that are owned by Pmancar.com are having extensive relationships, having a brand image that is known as the only online media that only presents about the creative industry. preparing plans such as message content, media used, determining audiences, then carrying out implementation, evaluation and reporting. The inhibiting factors experienced by Pmancar.com were the outreach to local musicians, the imbalance in the number of Pmancar.com viewers and visitors with the number of followers and subscribers. Supporting factors that are owned by Pmancar.com are having extensive relationships, having a brand image that is known as the only online media that only presents about the creative industry.