167 Strategi Segmentasi dan Positioning Radio Global FM Jogja dalam Merebut Pangsa Pasar Galih Akbar Prabowo, Basuki Agus Suparno, Edwi Arif Sosiawan Program Studi Ilmu Komunikasi Universitas Pembangunan Nasional “Veteran” Yogyakarta Jalan Babarsari No 2 Tambakbayan Yogyakarta 55281 Email: galz_vega@yahoo.co.id Abstract As a news radio station who competed with other radio stations in the Yogyakarta area, Radio Global FM Jogja use segmentation and positioning strategy to capture the market share. This research entitled Segmentation and Positioning Strategy of the Radio Global FM Jogja to Capture The Market Share. The objective of this research is to know the implementation of the planning, enforcement, and evaluation of segmentation and positioning strategy of the Radio Global FM Jogja in capturing the market share. The method which used in this research is qualitative descriptive. Data were collected through direct interviews with Division of Marketing, Director of Operations, as well as News Editor or Program of Radio Global FM Jogja, and using documents and records obtained from Radio Global FM Jogja. Validation of data in this research using triangulation sources technique. The data have been collected, then analyzed qualitatively and explained in the form of description sorted in a detailed and systematic ways. The results of this research shows that in capturing market share, Radio Global FM Jogja has plan the segmentation and positioning strategy by analyzing market opportunities, dividing the potencial audience segments based on demographic factors, as well as deciding positioning concept which approriated with the resources owned by Radio Global FM Jogja, enforcing the segmentation and positioning strategy by managing segment of audiences, also communicating and managing positioning concept as “Radio Berita Jogja”, and established the periodic evaluation meetings in each month, in which all these eforts can be said have done quite well. However, in the implementation of segmentation and positioning strategy of the Radio Global FM Jogja there are still some shortcomings, especially in communicating and managing the positioning concept of Radio Global FM Jogja. Overall, Radio Global FM Jogja have been doing segmentation and positioning strategy quite well, although there are still some defciencies inside it. It can be seen from Radio Global FM Jogja consistency in fulflling their audience segments’s needs and the success of Radio Global FM Jogja to imaged himself as Radio Berita Jogja which manifested by the success of Radio Global FM Jogja won numerous awards, especially in the feld of broadcasting news on the radio. Keywords: Segmentation and Positioning Strategy; Radio Global FM Jogja Abstrak Sebagai stasiun radio yang bersaing dengan stasiun radio lain di Yogyakarta, Radio Global FM menggunakan strategi segmentasi dan positioning untuk merebut pangsa pasar. Penelitian ini berjudul Strategi Segmentasi dan Positioning Radio Global FM dalam Merebut Pangsa Pasar. Tujuan Penelitian ini adalah untuk mengetahui pelaksanaan perencanaan, penegakan, dan evaluasi strategi segmentasi dan positioning Radio Global FM Jogja dalam menangkap pangsa pasar. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitati. Data dikumpulkan melalui wawancara langsung dengan Divisi Pemasaran, Kepala Operasional serta Editor Berita/ Program Radio Global FM Jogja, dan menggunakan dokumen dan catatan yang diperoleh dari Radio Global FM Jogja. Validasi data dalam penlitian ini menggunakan teknik triangulasi sumber. Setelah data dikumpulkan, kemudian dianalisis secara kualitatif dan dijelaskan dalam bentuk deskripsi diurutkan dengan cara yang rinci dan sistematis. Hasil penelitian ini menunjukkan bahwa dalam menangkap pangsa pasar, Radio Global FM Jogja telah merencanakan strategi segmentasi dan positioning dengan menganalisis peluang pasar, membagi segmen pendengar potensian berdasarkan faktor demografs, serta memutuskan konsep positioning yang sesuai dengan sumber daya yang dimiliki Radio Global FM Jogja, menegakkan segmentasi dan positioning dengan cukup baik meskipun masih ada beberapa kekurangan di dalamnya. Hal ini dapat dilihat dari konsistensi Radio Global FM Jogja dalam memenuhi kebutuhan segmen pendengar dan kesuksesan Radio Global FM Jogja untuk menggambarkan dirinya sebagai Radio Berita Jogja yang diwujudkan dengan keberhasilan Radio Global FM Jogja meraih berbagai penghargaa, khususnya di bidang penyiaran berita di radio. Kata kunci: Strategi Segmentasi dan Positioning; Radio Global FM Jogja