Jom. Fisip Vol. 1 No.2 – Oktober 2014 Page 1 STRATEGI KOMUNIKASI MAL SKA PEKANBARU DALAM MEMPUBLIKASIKAN SKA FAMILY CARD KEPADA PENGUNJUNG Oleh : Riska Mardhatillah Email : riskamrd@yahoo.co.id Pembimbing: Dr. Welly Wirman, S.Ip, M.Si Jurusan Ilmu Komunikasi – Prodi Ilmu Komunikasi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau Kampus Bina Widya Jl. H. R. Soebrantas Km. 12,5 Simp. Baru Pekanbaru 28293 Telp/Fax. 0761- 63277 ABSTRACK Based on the data that researchers get from mall SKA Pekanbaru, the number of visitors who came into SKA Family Card decreased each year. From the year 2010, there were 1167 people joined in SKA Family Card. Then in 2011 decreased up to 972 people who joined in SKA Family Card next year, up to 607 people who had gathered in SKA Family Card. Objective of this study was to determine the strategy message, the strategy of public and media strategies used in the dissemination of Mal SKA Pekanbaru cards for family visitors. This research uses descriptive qualitative, and techniques of data collection are classified through observation, interviews, and documentation. Informans in this study totaled 9 people taken based on accidental and purposive sampling. Models of interactve data analysis researchers use to decribe research results in technical data analysis to verify the validity of data and research using participatory extension techniques and triangulation. The result about the communication strategy of mall SKA Pekanbaru about strategy audience is people at Pekanbaru with middle class and above. Media used by Mall SKA Pekanbaru is print media like Riau Pos, Tribun Pekanbaru, Pekanbaru Pos dan Metro Riau, social media like facebook and twitter, sms broadcast and print media campaign like banner and flyer. Contents of the messages used in the publishing SKA family Card is informative and persuasive messages. Several contributing factors is the company’s commitment in all promotional programs, many visitors who come everyday and many are conducting transactions at the mall SKA Pekanbaru. Factor that do not support is the very low level of tenant participation in promotional programs. Keywords : Strategy, Communication, Publication