Strategi media cetak dalam menghadapi konvergensi media: Studi deskriptif Rubrik Pandemi Covid-19 di media Harian Umum Pikiran Rakyat

Lestary, Revy (2021) Strategi media cetak dalam menghadapi konvergensi media: Studi deskriptif Rubrik Pandemi Covid-19 di media Harian Umum Pikiran Rakyat. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Penelitian ini bertujuan untuk mengetahui strategi media cetak Harian Umum Pikiran Rakyat dalam menghadapi konvergensi media dan didasari oleh Teori Organisasi yang dikemukakan oleh Stephen P. Robbins berdasarkan dimensi strateginya yang terdiri dari inovasi, diferensiasi pasar, jangkauan serta pengendalian biaya. Metode yang digunakan dalam penelitian ini adalah studi deskriptif dengan pendekatan kualitatif. Teknik pengumpulan data pada penelitian ini dilakukan dengan cara wawancara dan observasi. Hasil penelitian memberikan pengetahuan mengenai strategi yang dilakukan oleh media cetak Harian Umum Pikiran Rakyat dalam menghadapi konvergensi media meliputi inovasi-inovasi yang dilakukan seperti monetisasi, efisiensi produksi, peningkatan dan pertahanan kualitas konten dan isi yang disajikan. Lalu diferensiasi pasar yang difokuskan pada mempertahankan loyalitas konsumen melalui produk yang unik menghasilkan rubrik pandemi Covid-19 atau ubah laku dari fenomena pandemi serta perubahan elemen lain yang disajikan seperti perwajahan dan jenis konten. Kemudian jangkauan yang meliputi ruang lingkup/target pasar yang menyasar kepada konsumen dengan status menengah ke atas dilihat dari pendidikan dan status ekonominya pasar cakupan distribusi yang menyempit. Terakhir pengendalian biaya yang mengatakan bahwa media cetak Harian Umum Pikiran Rakyat mengalami penurunan pendapatan secara signifikan dan sehingga cenderung rugi atau defisit. ENGLISH : This study aims to determine the media strategy of the Daily Thoughts of the People in the face of media convergence and is based on the Organizational Theory proposed by Stephen P. Robbins based on its strategic dimensions consisting of innovation, market differentiation, and cost control. The method used in this research is a descriptive study with a qualitative approach. Data collection techniques in this study were carried out by means of interviews and observations. The results of the research on the strategies carried out by the People's Daily Thoughts in the face of media convergence include innovations such as monetization, production efficiency, improvement and defense of the quality of content and content presented. Then market differentiation that focuses on maintaining consumer loyalty through unique products produces the Covid-19 pandemic rubric or changes in the behavior of the pandemic phenomenon as well as changes in other elements presented such as appearance and type of content. Then the reach that includes the scope/target market targeting consumers with middle to upper status from the point of view of education and economic status, the distribution scope of the market is narrowed. The last cost control said that the print media of the General Thoughts of the People's Daily experienced a significant decline in income and tended to experience a decline or deficit.

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