AKTIVITAS KOMUNIKASI UMM FM DALAM MEMPERTAHANKAN PENDENGAR DI KALANGAN MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG PADA PERIODE KEPENGURUSAN KE - 11 DAN KE - 12

The decline in campus radio listeners is caused by changes in student media consumption behavior, which is increasingly digital-oriented and poses significant challenges for UMM FM. This situation encourages the need for adaptive and strategic communication management activities. This research aims to describe and analyze the management of UMM FM communication activities during the 11th and 12th management periods to maintain audience loyalty among students at Universitas Muhammadiyah Malang. A communication strategy approach was used to understand the stages of research, planning, implementation, evaluation, and reporting in these activities. A qualitative descriptive method with purposive sampling was chosen to obtain information from six key informants through interviews and digital activity observation. The findings show that UMM FM adopted communication strategies by leveraging digital media such as Instagram, TikTok, Spotify, and event teams to maintain relevance and content accessibility. Content was adapted to current music trends and Gen Z preferences, while also involving external parties. Evaluation was conducted dynamically via digital engagement and feedback from the audience, although further evaluation improvements are needed. Reporting was carried out through documentation and digital archiving. Overall, the communication activities of UMM FM successfully implemented marketing communication that was creative, effective, and relevant to maintain listener loyalty in the digital era.