KnE Social Sciences | The 3rd International Conference on Social and Political Science (ICoSaPS) | pages: 101-104

DOI: 10.18502/kss.v2i4.874

Digital Marketing as a Repositioning Strategy for Radio Broadcasting Agent in Bandung - A Descriptive Study of OZ Radio’s Repositioning Through Instagram

Paramitha Wydaswari

Susanne Dida

FX. Ari Agung Prastowo

Heru Ryanto


OZ Radio Bandung chooses Instagram as a one of their platform for its marketing that helps them promote their repositioning strategy, whichthey initiated on September 2015. OZ Radio Bandung promotes itself as a radio for young people only. By the end of 2015, OZ Radio Bandung set up a plan to reposition its audience segmentation from young people to young-adult. This paper describes OZ Radio Bandung’s usage of Instagram as a platform to reposition itself to its young-adult audience.


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ISSN: 2518-668X