Nabilludin, Muhammad Naufal (2025) MODEL BISNIS KURUNGBUKA.COM SEBAGAI MEDIA SASTRA DIGITAL: ANALISIS BERDASARKAN PENDEKATAN VAN TASSEL DAN POE-HOWFIELD. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Technological advancements have driven the transformation of the media industry toward digital platforms, giving rise to niche media such as literary media. Kurungbuka.com, as a community-born digital literary medium in Banten, faces the challenge of maintaining sustainability amidst competition and low interest in literary reading. This research aims to thoroughly analyze how Kurungbuka.com implements its business model to survive and grow. Utilizing the four-component media business model framework by Van Tassel and PoeHowfield—namely the content, distribution, marketing, and revenue models—this study employs a qualitative approach with a single-case study method. Data was collected through in-depth interviews with the founders and core team of Kurungbuka.com, observation of their digital platforms, and documentation analysis. The results indicate that Kurungbuka.com implements (1) a Content Model using a content aggregation strategy through strict curation and audience segmentation targeting the specific literary community. (2) The Distribution Model applies a cross-platform approach, using the website as a central hub and social media as dissemination channels. (3) The Marketing Model organically combines the traditional model (branding), spiral model (directing audiences between platforms), and affinity model (community collaboration). (4) The Revenue Model has evolved from an initial "gotong royong" (mutual cooperation) model based on community contributions—a unique finding not covered in the Van Tassel & Poe-Howfield framework—into a multiple revenue streams model supported by an Ad-Supported Model (Google AdSense and direct advertising) and a Consumer-Generated Content model (providing honorariums to writers). This hybrid business model integrates community idealism with economic pragmatism to build a sustainable literary ecosystem.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Perkembangan teknologi telah mendorong transformasi industri media ke platform digital, melahirkan media-media dengan fokus spesifik seperti media sastra. Kurungbuka.com, sebagai media sastra digital yang lahir dari komunitas di Banten, menghadapi tantangan dalam menjaga keberlanjutan di tengah persaingan dan rendahnya minat baca sastra. Penelitian ini bertujuan untuk menganalisis secara mendalam bagaimana Kurungbuka.com menerapkan model bisnisnya untuk bertahan dan berkembang. Dengan menggunakan kerangka teori model bisnis media empat komponen dari Van Tassel dan Poe-Howfield—yaitu model konten, distribusi, pemasaran, dan pendapatan—penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus tunggal. Pengumpulan data dilakukan melalui wawancara mendalam dengan para pendiri dan tim inti Kurungbuka.com, observasi pada platform digital, serta analisis dokumentasi. Hasil penelitian menunjukkan bahwa Kurungbuka.com menerapkan (1) Model Konten dengan strategi agregasi konten melalui kurasi ketat dan segmentasi audiens yang spesifik pada komunitas sastra. (2) Model Distribusi menggunakan pendekatan cross-platform dengan menjadikan situs web sebagai pusat dan media sosial sebagai kanal penyebaran. (3) Model Pemasaran mengombinasikan traditional model (branding), spiral model (mengarahkan audiens antar-platform), dan affinity model (kolaborasi komunitas) secara organik. (4) Model Pendapatan berevolusi dari model "gotong royong" berbasis iuran komunitas—sebuah temuan unik yang tidak ada dalam kerangka Van Tassel & Poe-Howfield—menjadi multiple revenue streams yang ditopang oleh Ad-Supported Model (Google AdSense dan iklan langsung) dan Consumer-Generated Content (pemberian honorarium kepada penulis). Model bisnis ini memadukan idealisme komunitas dengan pragmatisme ekonomi untuk membangun ekosistem literasi yang berkelanjutan. | ||||||
| Uncontrolled Keywords: | Business Model, Digital Literary Media, Kurungbuka.com, Van Tassel and PoeHowfield, Media Economy Model Bisnis, Media Sastra Digital, Kurungbuka.com, Van Tassel dan Poe-Howfield, Ekonomi Media | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Muhammad Naufal Nabilludin | ||||||
| Date Deposited: | 04 Sep 2025 03:00 | ||||||
| Last Modified: | 04 Sep 2025 03:00 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53344 |
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