NURWIDHAH, RIQQAH (2025) STRATEGI TRANSFORMASI DIGITAL DALAM MEMPERTAHANKAN EKSISTENSINYA (Studi Kasus RRI Palu). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Digital transformation presents both challenges and opportunities for public broadcasting institutions, including Radio Republik Indonesia (RRI) Palu, in maintaining their existence amid the rise of digital media and private radio stations. The shift in audience habits from frequency-based radio listening to digital platforms has driven RRI Palu to adapt through live streaming broadcasts, social media engagement, podcast production, and the RRI Digital application. This study aims to analyze RRI Palu’s digital transformation strategies in sustaining its institutional existence in the era of media convergence. This research employs Adaptive Structuration Theory (AST), which emphasizes the interaction between technological structures and social practices. The paradigm applied is constructivist, using a descriptive qualitative approach. Data were collected through in-depth interviews with the station's head and the digital content team, observations, and documentation. The data were analyzed using Miles and Huberman’s interactive model. The findings reveal that RRI Palu’s digital transformation strategies include the establishment of the New Media Content Division (Konten Media Baru/KMB), daily agenda-setting meetings, quality control of content, and the use of social media based on audience segmentation. Additionally, RRI Palu collaborates with communities, small and medium-sized enterprises (SMEs), and universities to expand its reach. This transformation has led to greater audience engagement, diversified content, and the strengthening of RRI’s identity as a public broadcasting institution. The existence of RRI Palu is not solely based on entertainment but also on its functions of information, education, and cultural preservation, in line with its mandate as a public service broadcaster. Keywords: Digital Transformation, RRI Palu, Adaptive Structuration Theory, Media Existence Transformasi digital menjadi tantangan sekaligus peluang bagi media penyiaran publik, termasuk Radio Republik Indonesia (RRI) Palu, dalam mempertahankan eksistensinya di tengah gempuran media digital dan radio swasta. Pergeseran habit pendengar dari radio frekuensi ke platform digital mendorong RRI Palu melakukan adaptasi melalui siaran live streaming, pemanfaatan media sosial, produksi podcast, dan aplikasi RRI Digital. Penelitian ini bertujuan untuk menganalisis strategi transformasi digital RRI Palu dalam menjaga eksistensi lembaga di era konvergensi media. Penelitian ini menggunakan Adaptive Structuration Theory (AST) yang menekankan pada interaksi antara struktur teknologi dan praktik sosial. Paradigma penelitian yang digunakan adalah konstruktivis, dengan pendekatan kualitatif deskriptif. Data diperoleh melalui wawancara mendalam dengan kepala stasiun dan tim digital RRI Palu, observasi, serta dokumentasi, kemudian dianalisis menggunakan model interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa strategi transformasi digital RRI Palu mencakup pembentukan Bidang Konten Media Baru (KMB), pelaksanaan rapat agenda setting, quality control konten, serta pemanfaatan media sosial sesuai segmentasi audiens. Selain itu, RRI Palu melakukan kolaborasi dengan komunitas, UMKM, dan perguruan tinggi untuk memperluas jangkauan. Transformasi digital ini berdampak pada meningkatnya engagement audiens, diversifikasi konten, dan penguatan identitas RRI sebagai media publik. Eksistensi RRI Palu bukan hanya bertumpu pada hiburan, tetapi juga pada fungsi informasi, pendidikan, dan pelestarian budaya, sesuai dengan mandatnya sebagai lembaga penyiaran publik. Kata Kunci: Transformasi Digital, RRI Palu, Adaptive Structuration Theory, Eksistensi Media
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