Strategi Program Director Radio Prambors 102.2 Fm Dalam Mempertahankan Loyalitas Pendengar

Abstract

This study to find out how Program Director Strategy Of 102.2 FM Prambors Radio in Maintaining Listener Loyalty. The researcher uses the Program strategy theory from Peter Pringle which consists of 4 stages, program planning, program production and purchasing, program execution, and program supervision and evaluation. this study uses a post-positivist paradigm. The method of this research is qualitative and approach of The research is descriptive. Data validity used triangulasi resouces. Subjects is the prambors radio with the object of the research program director. program strategy theory in program planning, program director develops strategies such as developing vision and mission of prambors radio, identifying external threats, looking for alternative strategies, setting long-term goals, create program formats and content, set target audiences, select announcer, promote program. In the production and purchase of programs, the program director conducts briefings, prepares a budget so that programs are made able to maintain the loyalty of  prambors listeners. In the execution of the program, the program director makes policies, manages and packages the program in accordance with the schedule that has been arranged. At the program monitoring and evaluation stage, the program director routinely evaluates andevaluating resource performance. The conclusion of this research is that to maintain the loyalty of listener radio, a program director must be open to the issues relating to young people, good communication and teamwork, create interesting content, be friendly to listeners, and conduct routine and  evaluations.