Governance Model of Local Radio Based on Digital Convergence in Maintaining Generation Z Listener Loyalty

Mohamad Kusnaeni; Ari Dwi Prasetyo

doi:10.55927/fjas.v5i8.100

Authors

Mohamad Kusnaeni Lembaga Penyiaran Publik Radio Republik Indonesia
Ari Dwi Prasetyo Lembaga Penyiaran Publik Radio Republik Indonesia

DOI:

https://doi.org/10.55927/fjas.v5i8.100

Keywords:

Digital Convergence, Local Radio, Generation Z, Listener Loyalty, Media Engagement

Abstract

This study aims to analyze the influence of digital convergence in local radio on Generation Z listener loyalty. The research focuses on how digital integration, social media interactivity, and content innovation affect audience engagement and loyalty. A quantitative approach was used with a survey method involving approximately 120 Generation Z respondents who actively access radio through both conventional and digital platforms. Data were analyzed using descriptive statistics and regression analysis. The findings indicate that digital convergence significantly contributes to increased audience engagement, which in turn strengthens listener loyalty among Generation Z. These results suggest that local radio must continuously adapt to digital media ecosystems to remain competitive and relevant for younger audiences.

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