Upaya Humas Radio Republik Indonesia Banten Dalam Mempertahankan Eksistensi Lembaga
DOI:
https://doi.org/10.55606/jurrish.v5i1.6761Keywords:
Digital era, Digitalization, Existence, Public Relations, RadioAbstract
This study analyzes the public relations efforts of Radio Republik Indonesia (RRI) Banten in maintaining its existence in the digital era and identifies the inhibiting factors faced. Using a qualitative method with a case study approach, this research involved in-depth interviews with informants from various divisions at RRI Banten, as well as observations of the communication strategies and programs implemented. The results of the study indicate that RRI Banten has undertaken a significant digital transformation, including through the development of the RRI Digital application as a means to expand broadcast access, active use of social media to reach a wider audience, and the implementation of a broadcast program segmentation strategy to adapt to the needs and preferences of listeners from various groups. However, the study also identified several crucial inhibiting factors. Limited human resources, particularly in mastery of digital technology, remain a major obstacle in optimizing the transformation program. In addition, the uneven geographic coverage of broadcasts in some areas limits public access to RRI services. Increasingly fierce competition with other digital media that offer greater flexibility, speed, and interactivity also poses a major challenge. On the other hand, the lack of optimal digital promotion and difficulties in reaching the interests of the younger generation hamper the increase in RRI's popularity in the era of media digitalization.
Downloads
References
Aji, M. R., Supriyadi, D., & Budiman, D. A. (2022). Strategi komunikasi Radio Kharisma 95,6 FM Bengkulu Utara dalam meningkatkan eksistensi sebagai lembaga penyiaran publik lokal melalui program siaran “Sapa Pagi.” Jurnal Kaganga: Jurnal Ilmiah Sosial dan Humaniora, 6(2), 39–47. https://doi.org/10.33369/jkaganga.6.2.39-47
Batoebara, M. U., & Zebua, D. (2021). Peran public relations dalam meningkatkan citra positif Hotel Santika Premiere Dyandra Medan. Network Media, 4(2), 20–39. https://doi.org/10.46576/jnm.v4i2.1403
Beno, J., Silen, A., & Yanti, M. (2022). Strategi komunikasi persuasif Radio Republik Indonesia (RRI) Mataram dalam mempertahankan eksistensi siaran di era digital. Braz Dent J. Nanda Annisa, 33(1), 1–12.
Damayanti, R., Santoso, T. S. I., & Tecoalu, M. (2024). Eksistensi radio melalui konvergensi siaran di era digital. Jurnal Pustaka Komunikasi, 7(1), 125–135. https://doi.org/10.32509/pustakom.v7i1.3592
Fachreza, F., & Dewi, L. D. R. (2022). Strategi manajemen public relations Radio Prambors 102,2 FM dalam mempertahankan loyalitas pendengar. Pantarei, 6(1). https://jom.fikom.budiluhur.ac.id/index.php/Pantarei/article/view/810
Fish, B. (2020). Eksistensi Radio Ramayana 98,8 FM di era teknologi modern dalam penyampaian pesan dakwah di Kota Metro. Jurnal …, 2507(February), 1–9.
Fitrianingsih, B., & Kholik, A. (2021). Proses humas Diskominfo Tangerang Selatan dalam membangun citra positif melalui Instagram. AGUNA: Jurnal Ilmu Komunikasi, 2(2), 43–53.
Ismandianto, I., Suyanto, S., Latifah, K., & Muchid, M. (2022). Transformation of radio technology in the digital age. Nyimak: Journal of Communication, 6(1), 115. https://doi.org/10.31000/nyimak.v6i1.5547
Khoolidah, U. (2024). Eksistensi media lokal di era digital (Studi manajemen Majalah Banyumasan ANCAS). Jurnal …
Meilinda, S. (2020). Strategi Radio Singosari 103.9 FM Brebes dalam membangun eksistensi sebagai lembaga penyiaran publik lokal di kalangan pendengar. Repository UIN Jakarta. http://repository.uinjkt.ac.id/dspace/handle/123456789/52920
Naila, B. N. (2023). Eksistensi radio di zaman modern: Strategi mempertahankan radio menurut para ahli. Jurnal …
Ni Luh Kardini, N., Sudomo, A., Achmad Daengs, G. S., Sepriano, & Arifin, Z. S. S. (2023). Manajemen public relation. PT Sonpedia Publishing Indonesia.
Nirwana. (2024). Eksistensi Sinjai Info sebagai media informasi di Kabupaten Sinjai. Jurnal …
Nurudin. (2023). Eksistensi radio dakwah di era digital (Analisis pemasaran pada RadioQu 89,6 FM Purbalingga). Jurnal …
Olayiwola, I., & Dada, D. (2023). Radio broadcasting in the digital age: Adapting to the challenges of the 21st century. International Journal of Advanced Mass Communication and Journalism, 4(2), 36–… https://www.masscomjournal.com
Pokhrel, S. (2024). Strategi mempertahankan eksistensi penyiaran lembaga penyiaran publik lokal Radio Luhak Nan Tuo di era media digital. Jurnal …, 15(1), 37–48.
Rika Widianita, D. (2023). Eksistensi Radio Mesra pada media streaming di era berbasis digital. At-Tawassuth: Jurnal Ekonomi Islam, 8(1).
Rusydi, F. S., Wibawa, D., & Tresnawaty, B. (2022). Strategi public relations dalam mempertahankan eksistensi pasar malam: Studi deskriptif kualitatif pada CV. Kelana Jaya Putra. Jurnal Hubungan Masyarakat, 6(November), 181–200.
Saidun, A., Beno, J., Silen, A., & Yanti, M. (2022). Upaya humas dalam meningkatkan brand image PT. MEP (Muba Electric Power) di Musi Banyuasin. Braz Dent J., 33(1), 1–12.
Samsiah, S. N., Perbawasari, S., & Anisa, R. (2023). Pull strategy marketing public relations PT Gramedia Asri Media dalam menarik perhatian publik terhadap produk. Jurnal Administrasi Bisnis Terapan, 6(1). https://doi.org/10.7454/jabt.v6i1.1082
Sugiyono. (2023). Metode penelitian kualitatif, kuantitatif, dan R&D. Bandung: Alfabeta.
Trisiah, A., & Azima, K. M. F. (2025). Strategi komunikasi humas Yakesma Sumsel dalam meningkatkan eksistensi sebagai lembaga filantropi. Jurnal …, 1(3), 1–15.
Ummah, M. S. (2019). Strategi Radio Start FM Panyambungan dalam mempertahankan eksistensi sebagai lembaga siaran radio yang diminati masyarakat. Sustainability (Switzerland), 11(1), 1–14.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Riset Rumpun Ilmu Sosial, Politik dan Humaniora
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
