Digitalization affects conventional businesses such as radio. This research focuses on solving radio problems in the digital era, especially in audience loyalty. Radio must compete with Spotify, YouTube Music, Apple Music, etc. This competition is in several central areas: audience and advertising. Radio must be more attractive to stay heard by audiences. The level of interest of audiences to keep listening to the radio will affect advertisers’ trust. The researcher argues that the solution is social media, marketing, and content strategy. Social media is the right tool to solve this problem, considering that radio competitors also use the same platform. In addition, radio must implement marketing strategies integrated with social media content. The combination of them will increase audience loyalty. Researchers use descriptive qualitative research methods through in-depth interviews with purposive sampling.

Link: e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02031.pdf