Upaya Rebranding DJ FM Dalam Memperkuat Posisinya Sebagai Media Anak Muda di Era Digital. (DJ FM's Rebranding Efforts to Strengthen Its Position as a Youth-Oriented Media Outlet in the Digital Era)

Caesarani, Nurul Izza (2025) Upaya Rebranding DJ FM Dalam Memperkuat Posisinya Sebagai Media Anak Muda di Era Digital. (DJ FM's Rebranding Efforts to Strengthen Its Position as a Youth-Oriented Media Outlet in the Digital Era). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengatahui cara DJ FM untuk mengelola rebranding perusahaannya agar dapat bertahan di era media online dan sosial saat ini agar tidak memiliki reputasi sebagi media yang tertinggal di masyarakat. Teori yang digunakan dalam penelitian ini yaitu teori konvergensi media yang dimana teori ini membahas bagaimana upaya perusahaan untuk mengkonvergensi media lama dimana disini adalah radio konvensional dengan media baru yang disini merupakan media sosial. Metode penelitian yang digunakan dalam penelitian ini adalah kualitatif deskriptif, penulis mewawancara narasumber dari pihak DJ FM dan melakukan observasi terhadap sosial media dan web dari DJ FM. Hasil dari penelitian ini adalah DJ FM sebagai media radio perlu untuk membangun reputasi sebagai media yang up to date dan fun bagi Masyarakat agar tidak dianggap sebagai media konvensional yang ketinggalan jaman dan membosankan. DJ FM memaksimalkan program on air, on ground, dan online mereka untuk dapat membangun reputasi yang diinginkan. Kata kunci : rebranding,media,radio. ABSTRACT This research aims to find out how DJ FM manages its corporate rebranding in order to survive in the current era of online and social media so as not to have a reputation as a media that is left behind in society. The theory used in this research is media convergence theory which discusses how the company's efforts to converge old media which here is conventional radio with new media which here is social media. The research method used in this research is descriptive qualitative, the author interviewed sources from DJ FM and made observations of social media and the web from DJ FM. The result of this research is DJ FM as a radio media needs to build a reputation as an up to date and fun media for the public so that it is not considered as an outdated and boring conventional media. DJ FM maximizes their on-air, on-ground, and online programs to be able to build the desired reputation. Keywords: rebranding, media, radio

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Rebranding, Media, Radio.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HT Communities. Classes. Races
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik
Depositing User:	1151900335 Nurul Izza Caesarani
Date Deposited:	17 Jul 2026 02:58
Last Modified:	17 Jul 2026 02:58
URI:	http://repository.untag-sby.ac.id/id/eprint/37137

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