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

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FORMOSA NEWS - Jakarta - Digital Convergence and Social Media Interactivity Key to Local Radio's Generation Z Loyalty. Integrating digital platforms, fostering social media interactivity, and driving content innovation are essential strategies for local radio stations striving to maintain Generation Z listener loyalty in an increasingly digital media environment. This conclusion comes from a 2026 study conducted by media researchers Mohamad Kusnaeni and Ari Dwi Prasetyo from the Radio Republik Indonesia Public Broadcasting Institution (LPP RRI). Published in the Formosa Journal of Applied Sciences, the study demonstrates that digital convergence serves as a vital strategic governance framework rather than a mere technological upgrade, enabling local broadcasters to remain relevant and engaging to younger demographics.

The global and national media landscapes are undergoing a profound transformation driven by rapid technological advancements. Younger audiences, particularly Generation Z consumers aged 15 to 27, are shifting away from traditional frequency-based radio broadcasts (FM/AM) toward on-demand audio services, podcasts, and digital music streaming applications. This structural change poses a significant operational challenge for local radio stations seeking to retain market share. To address this challenge, researchers Kusnaeni and Prasetyo evaluated how digital convergence governance combining conventional radio broadcasting with mobile applications, online live streaming, and social media platforms directly influences audience engagement and long-term listener retention among Generation Z.

To investigate these media dynamics, the researchers employed a quantitative survey design focusing on active digital media users. The study sampled 120 Generation Z respondents residing in the Jakarta metropolitan area who regularly access local radio content through both conventional frequencies and digital platforms. Data was gathered using structured questionnaires utilizing a five-point Likert scale to evaluate digital convergence, social media interactivity, content innovation, audience engagement, and listener loyalty. Statistical analysis was executed through multiple linear regression and mediation analysis using IBM SPSS Statistics to test the structural relationships between the variables.

The empirical findings from the research highlight critical data points for the broadcasting industry:

• Digital Convergence Drives Engagement: Multi-platform integration showed a significant positive direct effect on audience engagement ($\beta = 0.512$, $p < 0.001$), confirming that cross-platform availability enhances listener involvement.
  
• Social Media Interactivity Elevates Participation: Two-way communication tools, such as live chats, online polls, and comment sessions, significantly increased audience engagement levels ($\beta = 0.438$, $p < 0.001$).
  
• Content Innovation Fosters Loyalty: Adapting formats through podcasts, short-form video clips, and transmedia storytelling directly boosted Generation Z listener loyalty ($\beta = 0.476$, $p < 0.001$).
  
• Audience Engagement as the Primary Loyalty Driver: Overall audience engagement demonstrated the strongest direct relationship with long-term listener loyalty ($\beta = 0.603$, $p < 0.001$).
  
• Essential Mediating Function: Mediation analysis proved that digital convergence, interactive social media, and innovative content do not automatically guarantee listener loyalty unless they successfully generate cognitive, emotional, and behavioral audience engagement first.

These findings deliver practical insights for broadcasting executives, media managers, and policymakers navigating digital disruption. The study proves that local radio survival relies on shifting organizational governance from traditional one-way broadcasting models toward interactive, multi-platform ecosystems. By adopting omnichannel communication strategies, local radio stations can sustain competitive advantages, retain younger listeners, and effectively monetize digital audience interactions.

Author Profiles
Mohamad Kusnaeni, S.S., M.Si. — Senior researcher and media practitioner at the Radio Republik Indonesia Public Broadcasting Institution (LPP RRI). His academic expertise includes broadcast media governance, digital convergence strategies, and mass communication systems.
Ari Dwi Prasetyo, S.Sos., M.I.Kom. — Media researcher at the Radio Republik Indonesia Public Broadcasting Institution (LPP RRI). His primary research focuses on audience behavior, social media engagement mechanisms, and local penyiaran digital transformation.

Source
Mohamad Kusnaeni, Ari Dwi Prasetyo. Governance Model of Local Radio Based on Digital Convergence in Maintaining Generation Z Listener Loyalty. Formosa Journal of Applied Sciences (FJAS), Vol. 5, No. 8, hlm. 1835-1850
DOI: https://doi.org/10.55927/fjas.v5i8.100
URL: https://journalfjas.my.id/index.php/fjas