Francysco, Fernando Vigilio (2021) Strategi komunikasi Prambors podcast dalam membentuk customer engagement Radio Prambors. Masters thesis, Universitas Pelita Harapan.
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Abstract
Radio adalah media yang menyebarkan informasi dengan cara auditif. Di provinsi DKI Jakarta, terdaftar sebanyak 55 stasiun radio yang masih berdiri, terdiri dari radio swasta dan radio milik negara. Sebagai media konvensional auditif kini tidak lagi berdiri sendiri dengan kehadiran Podcast sebagai media auditif baru yang mengaplikasikan basis digital audio on demand. Prambors merupakan salah satu radio yang memanfaatkan media sosial dan menjamah ranah Podcast sebagai perpanjangan tangan untuk menarik lebih banyak audience baru. Prambors mengklaim bahwa turun ke ranah podcast merupakan sebuah kewajiban bagi stasiun radio yang memiliki segmentasi pendengar anak muda usia 18-25 tahun, untuk mengikuti tren media, dalam kasus ini adalah Podcast. Peneliti melakukan pengumpulan data, wawancara, penulisan, dan transkrip selama lima bulan dengan menggunakan metode kualitatif studi kasus serta menggunakan paradigma konstruktivisme. Peneliti mengorbitkan penelitian dan berfokus pada empat orang narasumber yang merupakan pihak yang berperan dalam produksi Prambors Podcast. Dalam lpenelitian ini, pemagang menyimpulkan bahwa Prambors Podcast tidaklah hadir sebagai upaya Prambors untuk mempertahankan engagement yang sudah ada, ataupun sebagai upaya agar Prambors tidak kehilangan pendengarnya. Melainkan, Prambors Podcast hadir sebagai pilar ‘Radio Podcast’ dan secara aktif berupaya untuk menarik, mengakuisisi, dan mencari pendengar baru yang bahkan belum tersentuh oleh siaran radio mereka. Kata kunci: Konvergensi Media, Engagement Rate, Customer Engagement Strategy, Podcast / Radio is a medium that disseminates information in an auditive way. In DKI Jakarta province, there are 55 radio stations that are still standing, consisting of private radio stations and state-owned radio stations. As a conventional auditive media, now it no longer stands alone with the presence of Podcast as a new auditive media that applies a digital audio on demand basis. Prambors is one of the radios that utilizes social media and touches the Podcast realm as an extension to attract more new audiences. Prambors claims that getting into the realm of podcasts is an obligation for radio stations that have a young audience segmentation of 18-25 years, to follow media trends, in this case Podcasts. Researchers conducted data collection, interviews, writing, and transcripts for five months using case study qualitative methods and using the constructivism paradigm. Researchers conducted research and focused on four resource persons who were involved in the production of the Prambors Podcast. In this research, the intern concludes that the Prambors Podcast is not present as an attempt by Prambors to maintain existing engagement, or as an effort so that Prambors does not lose listeners. Instead, Prambors Podcast exists as a pillar of 'Radio Podcast' and actively strives to attract, acquire and find new listeners who have not even been touched by their radio broadcasts. Keywords: Media Convergence, Engagement Rate, Customer Engagement Strategy, Podcast
Item Type: | Thesis (Masters) | ||||||||
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Uncontrolled Keywords: | konvergensi media ; engagement rate ; customer engagement strategy ; podcast | ||||||||
Subjects: | H Social Sciences > HM Sociology > HM 1201-1216 Communication | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science |
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Depositing User: | Users 18426 not found. | ||||||||
Date Deposited: | 12 Aug 2021 04:05 | ||||||||
Last Modified: | 01 Mar 2022 06:34 | ||||||||
URI: | http://repository.uph.edu/id/eprint/41602 |
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