PENERAPAN PRODUK PROGRAM DAMAI INDONESIAKU TVONE DAN SERAMBI ISLAMI TVRI DALAM MENINGKATKAN PEMASARAN DAKWAH ELEKTRONIKA

Abstract

This research discusses the marketing strategy for electronic da'wah in TVOne's Damai Indonesia and TVRI's Serambi Islami programs. This research uses a qualitative approach with the type of library research. The sources used as references are written sources. The sources used as references are various scientific articles, magazines and books related to the topic of discussion. The aim of this research is to determine the marketing strategy for TVOne's Damai Indonesiku and TVRI's Serambi Islami program products in electronic da'wah. The results of this research are that these two programs also use various marketing strategies such as promotions on social media, collaboration with influencers, and live or off-air events to expand reach and increase brand presence. Use of Technology and Innovation Both programs continue to renew themselves by utilizing technology and innovation in the production and distribution of their content. This can improve the quality of production and allow them to remain relevant amidst the rapid development of electronic media. Thus, the conclusion shows that both programs were successful in developing effective marketing strategies to promote their messages in da'wah through electronic media, by understanding their audience, presenting quality content, and utilizing various available platforms and technologies.