Strategi Optimalisasi Media Digital dalam Menghadapi Persaingan Platform Berita Online: Studi Kasus Medcom.id

Abstract

The advancement of digital technology has significantly transformed the landscape of mass media. Medcom.id, one of Indonesia's leading digital media platforms, faces intense competition in the online news industry. This study aims to examine Medcom.id’s digital strategy to optimize its media operations and remain competitive amid the demands of media convergence. Using a qualitative case study approach, data were collected through in-depth interviews and literature review. The findings indicate that Medcom.id adopts a data-driven digital strategy, focusing on youth segmentation, content optimization via SEO, social media integration, and the use of artificial intelligence. The main challenges include rebranding efforts, adaptation to evolving digital algorithms, and the low level of media literacy among Gen Z audiences. These digital strategies have proven effective in engaging new audiences and building loyalty, yet require continuous innovation to stay relevant in the dynamic digital media landscape. This study offers theoretical and practical contributions to the discourse on digital media optimization in the convergence era.