ii ABSTRACT
This research aims to determinate how the marketing mix strategic by Ardan Radio on Shine After Lunch programme. The methods uses in this research is a qualitative method by exploratory case approach, by collecting data techniques, there are interviews, observations, and literatures. Data analysis techniques that
used are data reduction, data presentation, and drawing conclutions
(Verifications). To check the validity of data, researcher use triangulation techniques as the inspection techniques that exploit the use of sources, methods, investigators, and theories. Research result shows tha the product Shine After Lunch is a radio programme with the English music conten, which was made to accompany the teens during the day, advertisingprice refers to the commercial rate the set by Ardan Radio, the broadcast place in Ardan has the homy and Hi-tec concept, the promotions strategi that undertaken by Ardan Radio for Shine After Lunch programme, by using media website, twitter, magazine, and OB-Van, the Design and distribution process in the Shine After Lunch programme including searching, processing, and dissemination of information, and those that play a role in the Shine After Lunch programme consist of Station Manager, Program Director, Program Supervisor, Scriptwriter, and Announcer.