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Abstract

Digitization has had a significant impact in the television sector in Indonesia, changing people's media consumption patterns and putting significant pressure on the television industry. This study aims to analyze the marketing and competitive strategies of Nusantara TV, particularly through the development of the "Culture of of Indonesia" program as a form of differentiation and the penerapan Service-Dominant Logic (SDL) and Value Co- Creation. Using a qualitative descriptive method through interviews, observations, and documentation during an internship, the study found that the shift of audiences to digital platforms requires television to produce more relevant and collaborative content. The "Culture of Indonesia" program serves as an instrument of co- creation with audiences and cultural communities to create more authentic, representative, and sustainable service values. The research results indicate that the application of SDL and cultural content differentiation strengthens Nusantara TV's position in facing media competition in the digital era.

Keywords

Service-Dominant Logic (SDL) Value Co-Creation Digitalization

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biography

Endy Gunanto Marsasi, Manajemen, Universitas Islam Indonesia

BIOGRAFI PAK ENDY:

 

Dr. Endy Gunanto Marsasi, MM

Adalah Dosen manajemen pemasaran di Fakultas Bisnis dan Ekonomika Iniversitas Islam Indonesia (FBE UII). Menyelesaikan pendidikan S1 (UGM) di tahun 1995, dan S2 dari program Magister Manjemen FEB Universitas Gadjah Mada pada tahun 1998, dan menyelesaikan pendidikan Doktor ilmu Manajemen dengan konsentrasi pemasaran di FEB Universitas Gadjah Mada pada tahun 2010. Saat ini penulis mengajar untuk tingkat sarjana dan Magister Manajemen Fakultas Bisnis dan  Ekonomika UII untuk mata kuliah konsentrasi pemasaran. Penulis juga menjabat sebagai pengurus Indonesia Marketing Asosiasi (IMA) kebidangan sertifikasi dan akademik untuk chapter Sleman 2018-2021 dan 2021-2024, 2024-2027 dan dipercaya sebagai menjadi Penasihat Bidang 3 Dekranasda Sleman, lembaga di bawah Disperindag. Penulis dipercaya sebagai ketua pengembangan kurikulum dan pelaksanaan Sekolah Manajer sebagai program pendukung Magister Manajemen MM FBE UII. Beberapa tulisan di jurnal internasional dan nasional terakreditasi pernah dilakukan, dan menjadi reviewer pada beberapa jurnal nasional dan Internasional.Saat ini penulis aktif melakukan penelitian di bidang perilaku konsumen yang berkaitan perkembangan perilaku konsumen. Pengakuan sebagai peneliti dapat dikonfirmasi dari beberapa ID yang dimiliki yakni Id Sinta : 6805327;Id Google Scholar: jbFhpvIAAAAJ; Id Scopus:  57224778678; Id Researcher (WOS):  GQA-4768-2022; Id Garuda : 3306613; Id Orchid: https://orcid.org/0000-0002-4130-7645

 

How to Cite
Adawiyah, R., & Marsasi, E. G. (2026). Implementation Of Marketing Programs In Competitive Strategies In The Television Industry Based On Service Dominant Logic And Value Co-Creation. Amkop Management Accounting Review (AMAR), 6(1), 338–359. https://doi.org/10.37531/amar.v6i1.3542
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