Optimalisasi strategi komunikasi Gen 103.1 FM dalam penguatan brand awareness di era digital - Renhart Christian Damaz; Claretta, Dyva (Universitas Garut, 2025)
Abstract The development of digital technology has posed major challenges for conventional media such as radio, particularly in maintaining their existence and brand awareness. Gen 103.1 FM Surabaya, as one of the leading contemporary hits radio stations, has faced a decline in local broadcasting activities due to the impact of the pandemic and corporate efficiency measures. This has affected listener engagement and weakened the brand's presence in the audience's mind. This study aims to analyze the communication strategies implemented by Gen FM Surabaya to enhance brand awareness, especially amidst limited broadcasting programs. The research uses a descriptive qualitative method with data collected through in-depth interviews, documentation, and literature study. The data were analyzed in three stages: data reduction, narrative presentation, and conclusion drawing with verification. This approach aims to provide an in-depth overview of Gen FM’s communication strategies. The findings show that Gen 103.1 FM Surabaya has successfully strengthened its brand awareness through consistent, local, and relevant communication strategies. The “Nyore” program became part of listeners’ emotional routines, reinforcing their connection with the brand. A local approach using Surabaya’s language and cultural references helped build deeper emotional ties. Active presence on digital platforms such as Instagram, TikTok, and WhatsApp effectively reached younger audiences. Regular research ensures content relevance, making Gen FM an essential part of modern lifestyles. Keywords: Communication strategy; strategic management; radio; gen 103.1 fm surabaya; brand awareness. Abstrak Perkembangan teknologi digital membuat media konvensional seperti radio menghadapi tantangan besar, terutama dalam mempertahankan eksistensi dan brand awareness. Gen 103.1 FM Surabaya sebagai salah satu radio contemporary hits menghadapi penurunan aktivitas siaran lokal akibat dampak pandemi dan efisiensi perusahaan. Hal ini berdampak pada interaksi dengan pendengar dan kekuatan brand di benak audiens. Penelitian ini bertujuan untuk menganalisis strategi komunikasi yang dilakukan Gen FM Surabaya dalam upaya meningkatkan brand awareness, terutama di tengah keterbatasan jumlah program siaran. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, dokumentasi, dan studi pustaka. Data dianalisis melalui tiga tahap: reduksi data, penyajian data dalam bentuk naratif, serta penarikan kesimpulan dan verifikasi. Pendekatan ini bertujuan menggambarkan strategi komunikasi Gen 103.1 FM Surabaya dalam meningkatkan brand awareness secara mendalam, berdasarkan informasi dari informan, dokumen relevan, dan referensi ilmiah yang mendukung fokus penelitian. Hasil penelitian ini menemukan bahwa Gen 103.1 FM Surabaya berhasil meningkatkan brand awareness yang kuat melalui strategi komunikasi yang konsisten, lokal, dan relevan. Program “Nyore” menjadi rutinitas emosional pendengar, memperkuat kedekatan mereka dengan brand. Pendekatan kelokalan melalui bahasa dan budaya khas Surabaya menciptakan koneksi emosional yang mendalam. Kehadiran aktif di platform digital seperti Instagram, TikTok, dan WhatsApp dirasa mampu menjangkau generasi muda secara efektif. Riset rutin memastikan setiap konten sesuai kebutuhan audiens, menjadikan Gen FM bagian penting dari gaya hidup. Kata-kata kunci: Strategi komunikasi; manajemen strategis; radio; gen 103.1 fm surabaya; brand awareness.