LAILA, KUMI (2021) MANAJEMEN BISNIS INDUSTRI MEDIA DIGITAL DALAM PERSPEKTIF KONSEP LISTICLE (Studi Kasus Pada Pengelolaan Konten Media Online di IDN Times). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the midst of intense media business competition, IDN Times which was born in 2014 successfully conquered the competition, where in a period of less than 3 years precisely in 2017, IDN Times was ranked 7th and in 2019 occupies the 5th position of the 10 largest media in Indonesia. This reason is the writer to do research on the company IDN Times. In this study the authors used a method with a qualitative descriptive case study type of research using a 5-step communication planning theory model from Hafied Cangara. From the results of research in the field for 1 month and in-depth interviews with 8 speakers. The author finds that there are three interesting strategies used by IDN Times to successfully compete in the online media industry in Indonesia. The three strategies include: The concept of listicle content model, making IDN Times multiplatform media and forming Community Writers. The concept of the listicle becomes the most prominent strategy because IDN Times is able to be a differentiator from other media so that it becomes a special attraction, besides the concept of the listicle is also in accordance with the needs of today's users, especially Millennials and Gen Z as the main target of IDN Times. While Community Writter is a skillable business strategy for media companies in the current era so that IDN Times successfully competes, and makes IDN Times a multiplatform media in addition to responding to the challenges of the media industry in the digital era, as well as a step in binding loyal users and getting new users. Keywords: Technology, digital era, online media, IDN Times, business strategy Di tengah gencarnya persaingan bisnis media, IDN Times yang lahir pada tahun 2014 sukses menaklukan persaingan, dimana dalam kurun waktu kurang lebih dari 3 tahun tepatnya tahun 2017, IDN Times sudah berada di urutan ke 7 dan di tahun 2019 menempati posisi 5 dari 10 media terbesar di Indonesia. Alasan ini yang menjadi penulis untuk melakukan penelitian terhadap perusahaan IDN Times. Dalam penelitian ini penulis menggunakan metode dengan jenis penelitian studi kasus deskriptif kualitatif dengan menggunakan teori model perencanaan komunikasi 5 langkah dari Hafied Cangara. Dari hasil penelitian di lapangan selama 1 bulan serta melakukan wawancara mendalam dengan 8 narasumber. Penulis menemukan ada tiga strategi menarik yang digunakan IDN Times sehinga berhasil bersaing di industri media online di Indonesia. Ketiga strategi tersebut diantaranya: Konsep konten model listicle, menjadikan IDN Times media multiplatform dan membentuk Community Writers. Konsep listicle menjadi strategi yang paling menonjol karena IDN Times mampu menjadi pembeda dari media yang lain sehingga menjadi daya tarik tersendiri, selain itu konsep listicle pun sesuai dengan kebutuhan user saat ini khususnya Generasi Millennials dan Gen Z sebagai target utama IDN Times. Sementara Community Writter menjadi strategi bisnis yang skillable bagi perusahaan media di era saat ini sehingga IDN Times berhasil bersaing, dan menjadikan IDN Times sebagai media multiplatform selain menjawab tantangan industri media di era digital, juga sebagai langkah dalam mengikat user setia serta mendapatkan user yang baru. Kata kunci: Teknologi, era digital, media online. IDN Times, strategi bisnis
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