Fadillah, Yusuf Surya (2026) Strategi Komunikasi Penyiar Radio Elgangga 100.3FM dalam Mempertahankan Loyalitas Pendengar. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
Advances in digital technology have brought about major changes in the way people access information and entertainment, leaving traditional media such as radio facing the challenge of declining listener numbers due to competition from digital platforms. Nevertheless, a 2024 Goodstats survey found that 52% of respondents still listen to the radio at least once a month, including through Radio Elgangga 100.3 FM, which has successfully adapted amid the media transformation. This study aims to analyze the communication strategies of Radio Elgangga 100.3 FM’s broadcasters in maintaining listener loyalty through the lens of symbolic interaction, by examining the process of meaning-making and the bond formed between broadcasters and listeners. The study employs a qualitative method using purposive sampling. Data were collected through in-depth interviews, observation, and documentation. The research findings show that broadcasters build a sense of closeness with listeners through a consistent personal style and communication strategies tailored to specific situations and needs. Listeners also play an active role through WhatsApp messages, song requests, and distinctive greetings that define the nature of their relationship. These interactions develop not only during broadcasts but also through off-air activities that strengthen their ongoing collaboration. This study concludes that listener loyalty is formed through a process of ongoing symbolic interaction—not merely through the delivery of information, but through the emotional and participatory relationship between the broadcaster and the listener.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Miftakhudin, Miftakhudin 0402108306 |
| Keywords / Kata Kunci: | strategi komunikasi, loyalitas pendengar, interaksi simbolik, radio, media digital |
| Subjects: | Jurnalistik Ilmu Komunikasi |
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 |
| Depositing User: | Mr. Yusuf Surya Fadillah |
| Date Deposited: | 09 Sep 2026 07:29 |
| Last Modified: | 09 Sep 2026 07:29 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10790 |
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