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All Journal JURNAL PENDIDIKAN TAMBUSAI International Journal of Education, Social Studies, And Management (IJESSM)
Fitri, Amanda Syah
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The Influence Of Social Media On Radio Listener Loyalty Kustiawan, Winda; Hasibuan, Ahmad Aswari; Fitri, Amanda Syah; Hsb, Fajar Ramadhan; Daulay, Fikri Afdillah; Sitorus, Nadila Putri Br; Afriani, Rani; Padang, Ranto Pradana
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 4 No. 2 (2024): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v4i2.334

Abstract

This research aims to investigate the influence of social media on radio listener loyalty through a qualitative approach. In the digital era, social media has become an important tool for radio stations to interact with their listeners. This study uses qualitative methods with in-depth interview techniques and participant observation to collect data from 30 radio listeners who actively use social media. Data analysis was carried out using the thematic analysis method to identify emerging patterns and themes related to social media use and listener loyalty. The research results show that interaction via social media plays an important role in building and strengthening radio listener loyalty. Listeners who feel engaged and valued through interactive and communicative content on platforms like Facebook, Twitter and Instagram tend to have strong emotional ties to radio stations. These findings indicate that social media is not only a promotional tool but also a means of building a loyal community of listeners. The practical implication of this research is the importance of radio stations integrating social media strategies in their operations and marketing in order to maintain and increase listener loyalty. Further research is recommended to explore the specific role of different types of social media content in building listener loyalty.
Strategi Monetisasi Media Online: Pendekatan Bisnis di Era Media On-Demand Kustiawan, Winda; Napitupulu, Ummu Zainab; Sitorus, Nadila Putri Br; Lubis, Sabila Husna; Fitri, Amanda Syah; Ningsih, Sri Widya
Jurnal Pendidikan Tambusai Vol. 8 No. 3 (2024)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

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Abstract

Kemajuan teknologi digital telah mengubah industri media dengan munculnya platform media on-demand seperti Netflix, YouTube, dan Spotify, yang menawarkan akses konten fleksibel dan personal. Namun, hal ini menantang pelaku industri untuk menciptakan strategi monetisasi inovatif di tengah perubahan preferensi konsumen terhadap layanan gratis dan berbayar. Penelitian ini menganalisis model monetisasi media online, seperti langganan berbayar, iklan digital, freemium, crowdfunding, dan bayar per tayang. Studi literatur dan analisis kasus pada platform global dan lokal seperti Netflix, Spotify, YouTube, dan Vidio menunjukkan bahwa model langganan efektif untuk pasar global, sementara freemium lebih cocok untuk negara berkembang seperti Indonesia, di mana daya beli menjadi kendala. Teknologi seperti algoritma personalisasi dan kecerdasan buatan (AI) juga mendukung strategi monetisasi dengan meningkatkan pengalaman pengguna dan efektivitas iklan. Namun, platform menghadapi tantangan seperti persaingan tinggi, pemblokir iklan, dan ketergantungan pada pihak ketiga. Penelitian ini menyimpulkan bahwa keberhasilan monetisasi tidak hanya bergantung pada model bisnis, tetapi juga pada kemampuan platform memahami audiens, memanfaatkan teknologi, dan beradaptasi dengan pasar. Rekomendasi untuk media lokal Indonesia adalah mengadopsi model hybrid freemium dan langganan serta berinvestasi dalam teknologi personalisasi untuk meningkatkan daya tarik dan kepuasan pengguna.
The Influence Of Social Media On Radio Listener Loyalty Kustiawan, Winda; Hasibuan, Ahmad Aswari; Fitri, Amanda Syah; Hsb, Fajar Ramadhan; Daulay, Fikri Afdillah; Sitorus, Nadila Putri Br; Afriani, Rani; Padang, Ranto Pradana
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 4 No. 2 (2024): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v4i2.334

Abstract

This research aims to investigate the influence of social media on radio listener loyalty through a qualitative approach. In the digital era, social media has become an important tool for radio stations to interact with their listeners. This study uses qualitative methods with in-depth interview techniques and participant observation to collect data from 30 radio listeners who actively use social media. Data analysis was carried out using the thematic analysis method to identify emerging patterns and themes related to social media use and listener loyalty. The research results show that interaction via social media plays an important role in building and strengthening radio listener loyalty. Listeners who feel engaged and valued through interactive and communicative content on platforms like Facebook, Twitter and Instagram tend to have strong emotional ties to radio stations. These findings indicate that social media is not only a promotional tool but also a means of building a loyal community of listeners. The practical implication of this research is the importance of radio stations integrating social media strategies in their operations and marketing in order to maintain and increase listener loyalty. Further research is recommended to explore the specific role of different types of social media content in building listener loyalty.
Co-Authors Afriani, Rani Daulay, Fikri Afdillah Hasibuan, Ahmad Aswari Hsb, Fajar Ramadhan Kustiawan, Winda Lubis, Sabila Husna Napitupulu, Ummu Zainab Ningsih, Sri Widya Padang, Ranto Pradana Sitorus, Nadila Putri Br