STRATEGI KOMUNIKASI TERHADAP CITRA TNI PADA GENERASI MILENIAL

The development of advances in information and communication technology has shifted the paradigm of war. War is not only related to physical strength or face to face, the term various kinds of war have emerged; asymmetric war, ideological war, mindset war, information war etc. The TNI as the main component must get support from all the people as the backbone of defense in the form of the formation of Reserve Components (KOMCAD). Currently, Indonesia will enter the era of demographic bonus which occurs due to changes in the productive age structure of the population, which is dominated by the millennial generation. This generation has specific characteristics, this character tends to be different from the TNI which has characteristics like government institutions, rigid, formal and bureaucratic. This study aims to examine the TNIs communication strategy towards the current millennial generation. This study uses a qualitative descriptive method, and uses the theory of IMC (Integrated Marketing Communication). This study identifies that the TNI uses Integrated Marketing Communication as a marketing mix through personal selling, direct selling, and interactive marketing. While the image to be displayed is humanist, inspirational, and educative.

1.  UEU-Article-23668-5_0890.pdf - 807 KB

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