Navigating the Digital Landscape: A Study of Radio Suara Surabaya's Website Content and Audience Engagement

Abstract

Harliantara

This study investigates how Radio Suara Surabaya, a prominent radio station in Indonesia, has adapted to the digital age by examining its website content and audience engagement strategies. The radio industry has undergone significant transformations owing to the proliferation of digital platforms and the increasing demand for online content. To maintain relevance, radio stations must embrace innovative strategies such as creating engaging content, leveraging digital platforms, and fostering relationships with local communities. This study aims to provide a comprehensive analysis of the content on the Radio Suara Surabaya website and the level of audience engagement. The study hypothesizes that the website's content is relevant, engaging, and consistent with the radio station's image and that listeners actively interact with the content. By employing a case study approach and utilizing qualitative and quantitative methods, this study seeks to address the knowledge gap in understanding the specific strategies employed by Radio Suara Surabaya in navigating the digital landscape. The findings of this study are expected to provide valuable insights into effective content strategies and audience engagement tactics, which can be beneficial for the radio industry as a whole by adapting to the evolving digital environment and maintaining its position as a vital source of entertainment and information.

PDF