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All Journal Berajah Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Feiza Salsabila Deka
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Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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PERSEPSI PENDENGAR GEN-Z KOTA PALEMBANG PADA IKLAN DI RADIO GLOBAL 101 FM Feiza Salsabila Deka; Intan Putri; Annisa Ghina Istighfarany; Andriadi Anugrah Ilahi
Berajah Journal Vol. 5 No. 12 (2026): Berajah Journal
Publisher : CV. Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/bj.v5i12.636

Abstract

This study aims to analyze the perception of Generation Z (Gen-Z) listeners in Palembang City toward advertisements on Radio Global 101 FM amid the shifting patterns of media consumption in the digital era. As a conventional communication medium, radio faces significant challenges in maintaining its relevance in a landscape dominated by visual and interactive digital platforms. This research employed a qualitative approach using thematic analysis (Braun & Clarke, 2019). Data were collected through in-depth interviews with Gen-Z informants aged 18–25 years who are active listeners of Radio Global 101 FM. The findings reveal that Gen-Z’s perception of radio advertising is ambivalent. While they appreciate the uniqueness of audio elements—such as jingles, announcer intonation, and sound effects—that foster emotional connection, many consider radio ads less relevant to their digital lifestyles. The analysis identifies three key patterns: (1) the strength of audio as radio’s core identity, (2) a communication gap between conventional advertising formats and young audiences’ expectations, and (3) the importance of message relevance and emotional engagement in enhancing advertising effectiveness. This study concludes that the success of radio advertising among Gen-Z depends on creative, authentic, and contextually relevant audio content. Radio Global 101 FM is encouraged to innovate through storytelling, humor, and cross-platform collaborations to remain engaging and competitive.
DIGITAL MARKETING STRATEGIES OF MSMES THROUGH THE UTILIZATION OF GOOGLE MAPS Intan Putri; Diah Triesia; Feiza Salsabila Deka; Annisa Ghina Istigharany; Prima Sunami
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 3 No. 9 (2026): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20031075

Abstract

This study investigated the utilization of Google Maps as a digital marketing strategy for micro, small, and medium enterprises (MSMEs), with a particular focus on Rumah Lapar in Palembang. The problem addressed in this research was the limited understanding of how digital platforms, especially Google Maps, could enhance business visibility, customer trust, and competitiveness in the digital era. This study was important because MSMEs often face barriers in adopting digital marketing strategies due to limited resources and digital literacy. A qualitative research method was employed using interviews, observations, and documentation as primary data collection techniques. The analysis was conducted through data reduction, data display, and conclusion drawing to ensure a comprehend sive interpretation of findings. The results showed that Google Maps significantly improved customer accessibility to business information, increased consumer trust through reviews and photos, and strengthened the professional image of the enterprise. Moreover, the utilization of the Insight feature enabled the business owner to monitor customer behavior and adjust marketing strategies accordingly. However, challenges such as inaccurate information, negative reviews, and limited digital literacy among MSMEs remained. The study concluded that Google Maps played a strategic role as a low-cost yet effective digital marketing tool, but its full potential could only be achieved through continuous updates, proactive engagement, and digital capacity-building programs. These findings highlighted the importance of integrating location-based marketing tools into the broader digital transformation strategy of MSMEs.
Co-Authors Andriadi Anugrah Ilahi Annisa Ghina Istigharany Annisa Ghina Istighfarany Diah Triesia Intan Putri Prima Sunami