STRATEGI LEMBAGA PENYIARAN RADIO DALAM MEMPERTAHANKAN PENDENGAR DI TENGAH BERKEMBANGNYA STREAMING MUSIK BERBAYAR SPOTIFY (Studi Pada Radio Saburai FM Pringsewu Provinsi Lampung Tahun 2023)

ABSTRACT
RADIO BROADCASTING INSTITUTIONS' STRATEGIES IN MAINTAINING LISTENERS AMID THE DEVELOPMENT OF SPOTIFY PAID MUSIC STREAMING (Study on Radio Saburai FM Pringsewu Lampung Province in 2023)
By
Anita Sari
NPM: 20702010014
The development of technology and information has brought many changes in various fields. The more technology develops, the more rapid the progress of mass media becomes. One of the impacts of technological developments is radio, which is currently experiencing an increase in the number of listeners. The increase in the number of listeners is influenced by the emergence of various sophisticated electronic devices, namely gadgets or cellphones, many people prefer and use their sophisticated gadgets. Currently, various other applications have been installed that offer various services, such as the Spotify paid music streaming application.
This research aims to determine the strategy of radio broadcasters in retaining listeners amidst the development of Spotify paid music streaming. This research methodology uses descriptive qualitative, data collection methods, observation, interviews, and documentation, to describe in depth and detail the research object. This type of research method is descriptive qualitative, data collection methods, observation, interviews and documentation, to describe in depth and detail the research object.
The results of this research show that in retaining listeners amidst the development of Spotify paid music streaming, Radio Saburai FM Prwingsewu does not yet have a strategy to retain its listeners. In this research, researchers
used Kotler and Keller's defensive SWOT analysis which aims to complete the research. SWOT analysis has four points, namely, Strengths, Weaknesses, Opportunities, Threats
Keywords: Strategy, radio broadcasters, music streaming, sportify
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