MEKANISME SURVIVAL PENERBIT INTELIGENSIA MEDIA DALAM MENGHADAPI PERSAINGAN PENERBITAN BUKU

This study aims to analyze the survival mechanism applied by Inteligensia Media publishers in facing competition in the book publishing industry. Competition in the book publishing industry has intensified with the emergence of various digital platforms and e-reading trends that affect consumer behavior. The main focus of the research is on the strategies used by Inteligensia Media to survive and thrive amidst the fast-changing market dynamics. Primary data was obtained through in-depth interviews with top management, editors, and relevant staff at Inteligensia Media. Secondary data was obtained from related literature, industry reports, and other relevant sources of information. The results showed that Inteligensia Media adopted several effective survival strategies. These strategies include product diversification by developing digital books and e-books, strengthening branding and corporate image, utilizing information technology for operational efficiency, increasing collaboration with authors and related parties, and optimizing distribution and marketing through digital channels. The findings make an important contribution to the understanding of how book publishers can survive and adapt in a dynamically changing business environment. The practical implication of this study is to provide guidance for other book publishers facing similar challenges to implement relevant strategies to improve their competitiveness and business continuity.