Deskripsi Fisik

xvi + 98 hal; 21 x 30 cm

Subyek

KOMUNIKASI - STATEGI

Kata Kunci

Anotasi

ABSTRACT The development of technology in the world is increasingly sophisticated, the existence of this technology makes radio civilization increasingly threatened by listeners. Radio in Surabaya began to compete to be able to maintain the interest of the listeners. One of them is DJFM Surabaya which has an interesting program in order to maintain its existence. In the current era of media convergence, radio must be able to compete in order to gain loyalty from listeners. This study discusses the Strategic Techniques of Radio DJFM Surabaya in increasing Listening Loyalty of the Sunset Vibes Program in the Middle of Media Convergence. The focus of this research is how the communication strategy technique of DJFM Radio Surabaya, specifically the Sunset Vibes program, builds listener loyalty in the era of media convergence. In this study, Radio DJFM Surabaya used strategic techniques by Arifin (1994) namely Redundancy Techniques, Informative Techniques, Persuasive Techniques and Educational Techniques. In addition, the application of the DJFM Surabaya radio technique also utilizes new media in the current era of media convergence, such as Twitter, Instagram, TikTok to Websites that can be used for streaming broadcasts. From this, listeners increase their loyalty, as can be seen from their daily data. This shows that the strategy used has been successful and has a positive impact on listeners. Keywords: Communication Strategy, Loyalty, Media Convergence