Pengelolaan Audiens Sebagai Sumber Daya Strategis pada Media Digital PRFM News

Zandra Zerlina; Achmad Basith; Efi Fadilah

doi:10.53697/iso.v6i2.4020

Authors

Zandra Xavier Fairuz Zerlina Universitas Padjadjaran
Achmad Abdul Basith Universitas Padjadjaran
Efi Fadilah Universitas Padjadjaran

DOI:

https://doi.org/10.53697/iso.v6i2.4020

Keywords:

Audiens, Berita PRFM, Sumber Daya Strategis, Media Digital

Abstract

Perubahan perilaku audiens di era digital menuntut industri radio untuk beradaptasi melalui pengelolaan sumber daya internal yang lebih efektif. Penelitian ini bertujuan untuk menganalisis bagaimana PRFM News membangun dan mengelola audiens agar menjadi aset bernilai dalam adaptasi media digital. Dengan menggunakan kerangka teori Resource-Based View (RBV), penelitian ini menganalisis sumber daya audiens melalui karakteristik VRIN (Valuable, Rare, Inimitable, Non-substitutable). Metode penelitian yang digunakan adalah kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan studi dokumen. Hasil penelitian menunjukkan bahwa PRFM News menerapkan strategi pengelolaan audiens dengan cara melibatkan audiens secara aktif dalam proses produksi konten, memelihara hubungan sekaligus komunikasi yang baik, dan adaptasi terhadap perilaku audiens pada platform digital. Audiens PRFM News terbukti menjadi aset strategis yang memberikan keunggulan kompetitif bagi perusahaan karena perannya sebagai penyedia informasi utama yang memenuhi karakteristik Valuable dan Non-substituable.

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