A Strategy to Increase Reader Satisfaction as a Means of Media Business Sustainability
JEL Classification: L82, M31, L21, O33, M15
Abstract
This study aims to analyze the level of reader satisfaction toward the products and services of PT Media Fajar Indonesia and to examine strategies to enhance reader satisfaction as an effort to maintain media business sustainability amid changes in information consumption behavior due to digital technological developments. This research is grounded in customer satisfaction theory, which emphasizes that satisfaction is formed by the alignment between expectations and perceived performance, relationship marketing theory that positions satisfaction as the foundation of customer loyalty, and strategic media management and business sustainability concepts that require adaptation to digital disruption. This study employs a qualitative descriptive approach. Data were collected through in-depth interviews, observation, and documentation involving management and related stakeholders of PT Media Fajar Indonesia. Data analysis was conducted using an interactive model consisting of data reduction, data display, and conclusion drawing, with validity ensured through source and technique triangulation. The findings indicate that reader satisfaction is generally at a fairly good level, particularly in terms of content quality, news credibility, and information relevance. Strategies to enhance satisfaction include strengthening news quality, optimizing digital platforms, adjusting service and subscription pricing, and increasing reader engagement. These strategies contribute positively to sustaining the company’s media business amid increasingly competitive industry dynamics.
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