KOMUNIKASI PEMASARAN MAJALAH AULA NU SEBAGAI UPAYA MEMPERTAHANKAN LOYALITAS PEMBACA WARGA NAHDLIYIN

Abstract

Mass media is an information in modern life, ordinary mass media is considered a source of news
and entertainment. One form of mass media known since long ago is a magazine. AULA Magazine is a
monthly magazine published by PT. AULA MEDIA NU. In maintaining its loyalty to customers of AULA
Magazine, they carry out various marketing communication strategies.The current mass media - the
social media - the conditions are far different. Many media outlets are starting to work online. From this
phenomenon, the Aula magazine innovated on marketing communication management. The purpose of
marketing communication is that the company is able to inform the products offered to prospective
customers. The results of this research show that in conducting various marketing communications, Aula
magazine applies several promotional mixes including direct marketing, marketing through advertising,
marketing through social media. However, in implementing the promotional mix, it cannot be optimized
by Hall Magazine in embedding its products. Human resources and funds are obstacles, besides the
message content factor that must be as specific as Nahdliyin's citizens and able to reflect the Nusantara
Islam must be able to be well packaged, so that it can still be interesting for readers to read in general.
The use of social media is also not optimal because not all social media are used. The method used is a
qualitative method. Data collection techniques with interviews and observation.And the technique of
analyzing data reduction, data presentation and data verification.