STRATEGI KOMUNIKASI PEMASARAN TERPADU PADA RADIO GEMA MERDEKA DALAM MEMPERTAHANKAN PENDENGAR DI ERA DIGITALISASI
STRATEGI KOMUNIKASI PEMASARAN TERPADU PADARADIO GEMAMERDEKA DALAM MEMPERTAHANKAN PENDENGAR DIERADIGITALISASI
DOI:
https://doi.org/10.25078/anubhava.v6i1.6270Keywords:
Integrated Marketing Communication, Radio, Digitalization, Listener LoyaltyAbstract
Digital transformation has significantly changed how people consume media, especially among younger generations who prefer digital platforms over traditional media such as radio. This shift has led to a decline in radio listenership and has encouraged broadcasters, including Radio Gema Merdeka, to adopt adaptive communication strategies to maintain audience loyalty.This study aims to analyze the implementation of integrated marketing communication (IMC) strategies by Radio Gema Merdeka in sustaining its existence and listener loyalty in the digital era. This research employs a qualitative approach with a descriptive method. Data were collected through observation, in-depth interviews, documentation, and triangulation to ensure validity.The findings show that Radio Gema Merdeka implements key elements of IMC, including culturally based advertising, interactive promotions, public relations through community engagement, and direct marketing via digital platforms such as WhatsApp and Instagram.However, several obstacles were identified, such as weak internal coordination, generational differences in management perspectives, and limited technological infrastructure. Despite these challenges, the strategies contribute to strengthening the station’s image and emotional engagement with its audience.In conclusion, the IMC strategies implemented are relatively effective in maintaining listener loyalty amid digital disruption. This study recommends strengthening digital integration, utilizing audience analytics, and developing innovative content to ensure sustainability.
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