Title: SALES STRATEGY ANALYSIS TO INCREASE JAWA POS NEWSPAPER OPERATING IN THE DIGITAL ERA USING FORECASTING METHODS
Author: M. YUSUF FANDORA
Item Type: Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Print media has its own challenges in the current digital era, its existence has been marginalized by increasingly widespread digital media, in this case one of which is online news portals. This research uses the research object PT. Jawa Pos Newspaper, on-line marketing / distribution of newspapers. As one of the largest print media in Indonesia, Jawa Pos also experiences the same thing as other printing industries, challenges in the digital era. The presence of electronic media means that the print media industry must strive to increase circulation sales to provide maximum benefits. analysis of various strategies is carried out with the aim of increasing sales. One strategy that can be implemented is to use a forecasting method. This research was conducted by looking at Jawa Pos newspaper circulation sales in the past 5 years, but it was carried out using qualitative methods, interviews with actors in the marketing of the Jawa Pos newspaper. The forecasting results of the Jawa Pos newspaper with the chief editor of Jawa Pos show that to meet 2017, the Jawa Pos newspaper is optimistic that existing conditions can develop. On the other hand, with technical or non-technical obstacles, the Jawa Pos newspaper still has obstacles that can disrupt the distribution process Jawa Pos newspaper, such as bad weather and printing machines need to be upgraded.
Keywords: Forecasting, Sales Strategy, Newspapers, Digital Era
Sources: http://repository.unair.ac.id/61078/
