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All Journal Jurnal Ilmiah Manajemen Informasi dan Komunikasi
Saintera, Nadialala Josepika
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Computer Science & IT Languange, Linguistic, Communication & Media Social Sciences

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Efektivitas Strategi Transformasi Radio Republik Indonesia dalam Menarik Minat Generasi Z di D.I. Yogyakarta Wulandari, Yuni; Oloan, Jordan; Saintera, Nadialala Josepika; Wahyudin, Ade
Jurnal Ilmiah Manajemen Informasi dan Komunikasi Vol 9 No 2 (2025): Desember 2025
Publisher : Sekolah Tinggi Multi Media "MMTC" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56873/pjaxff83

Abstract

This study analyzes the effectiveness of Radio Republik Indonesia's (RRI) digital transformation strategy in attracting Generation Z audiences in Yogyakarta Special Region. Using a quantitative descriptive approach based on a survey of 124 respondents, the research evaluates audience perceptions, media consumption habits, and expectations toward RRI's digital services. Findings indicate that RRI has adopted digital innovations like live streaming, podcasts, and social media content distribution. Yet, audience awareness remains moderate (mean 3.34), while preferences for digital channels and podcasts are high (mean 3.84 and 3.98). The main barriers include the dominance of alternative media (77.4%) and limited promotion (47.6%). Nevertheless, Generation Z shows strong interest in interactive content (67.7%) and expects RRI to be more active on digital platforms. The study concludes that RRI’s digital transformation is progressing in the right direction but requires improved visibility, content quality, and interactivity through social-first distribution and content-value redesign strategies to better align with Generation Z's media consumption patterns
Co-Authors Ade Wahyudin, Ade Oloan, Jordan Yuni Wulandari