ADAPTIVE INTRAPREUNERSHIP IN LOCAL RADIO TRANSFORMATION: ENTREPRENEURIAL ORIENTATION AND BUSINESS MODEL RECONFIGURATION AT RADIO 96.8 KPFM SAMARINDA

Abstract

Digital disruption has forced Indonesian local radio stations to fundamentally re-examine their business models. This study analyzes how entrepreneurial orientation (EO) is articulated in the transformation of Radio 96.8 KPFM Samarinda's business model through the activities of its Event & Creative Division. A qualitative approach with an explanatory case study method was employed, with data obtained from in-depth interviews and observations. The findings indicate that the transformation took place as a gradual radiomorphosis process in four phases (2007–2026), executed through a Triple O strategy (On-Air, Online, Off-Air) that reconfigured the four elements of the Business Model Canvas. The five dimensions of EO are manifested through adaptive intrapreneurship patterns typical of local media organizations with limited capacity.