Audience Engagement Strategy Sebagai Pendorong Perubahan Industri Media Cetak
Studi Pada Industri Media Cetak di Indonesia
DOI:
https://doi.org/10.53091/jtir.v1i1.3Keywords:
dynamic capability, digital market capability, digital technology capability, digital leadership capability, sustainable digital transformation, engaging audience strategyAbstract
Persaingan sengit ditambah dengan kecepatan penggunaan internet dan digitalisasi serta penurunan readership dan pendapatan telah membuat pemimpin industri media cetak harus berorientasi pada audience engagement agar kelangsungan hidup industri media cetak tetap terjamin. Tujuan penelitian ini adalah untuk mengidentifikasi faktor-faktor yang mempengaruhi dan mampu mengembangkan audience engagement strategy industri media cetak di Indonesia.
Penelitian ini menggunakan metodologi deskriptif dan eksplanatori dengan menyebarkan kuesioner sebanyak 220 kepada responden yaitu para pemimpin industri media cetak. Analisis data menggunakan SEM PLS. Temuan penelitian ini menunjukkan bahwa audience engagement media cetak sangat dipengaruhi oleh sustainable digital transformastion, digital market capability, digital technology capability dan digital leadership capability. Faktor-faktor ini sangat ditentukan oleh berhasilnya industri media cetak dalam melakukan rekonfigursi asset dan sumberdaya yang dimiliki. Kontribusi penelitian ini adalah bahwa para pemimpin perusahaan media dan pengiklan harus melakukan penetrasi dan menarik perhatian konsumen dalam lanskap media baru, baik cetak maupun online.
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