STRATEGI RADIO SWARA PERINTIS MENARIK PENDENGAR MUDA DI ERA DIGITAL

Abstract

The development of digital technology has changed media consumption patterns, especially among the younger generation who are increasingly familiar with internet-based platforms. This study aims to analyze the strategy of Radio Swara Perintis 93.1 FM in Sukabumi City in attracting young listeners in the digital era. The study used a descriptive qualitative approach with data collection techniques through observation, interviews, and documentation during Field Experience Practice activities. The results show that Radio Swara Perintis implements three main strategies: presenting interesting and relevant broadcast programs, strengthening the role of broadcasters in building interactive communication, and utilizing digital media as a means of promotion and interaction with listeners. These strategies help the radio maintain its existence amidst the competition of digital media. Thus, the integration of conventional broadcasts and digital media is an important step in attracting young listeners.