<![CDATA[Radio is a medium of information that has been known for a long time. Besides as information medium, radio can also be used   medium of entertainment for the community . With the ease and "mercy " in use , the radio became one of the selected alternative for entertainment as well as to access information around .   The objective in this study was to analyze the internal and external factors that include ( strengths and weaknesses and the potential opportunities and threats magnitude ) in determining what is the right competitive strategy applied to the radio Voice of Salatiga in the face of competition . This study used a qualitative descriptive - quantitative, in which the data obtained directly from the radio Voice Salatiga, as well as interviews with relevant parties and obtained from the study of literature .   The author uses several analytical methods Research is used, the first is the matrix analysis Internal- External ( IE ) used to determine the value weighted on each of the factors, both internal and external , then the authors explain in more detail about how the opportunities and threats radio Salatiga sound with matrix analysis SWOT  ( Strength , Weakness, Opportunity , Threat ) . IE matrix analysis results of the matches between the weighted value matrix IFE and EFE  matrix produces a weighted value of 3.17292 and 2.79886 . With these results put the radio Voice Salatiga on cell matrix IV in IE , it means the right competitive strategy applied to the radio Voice Salatiga namely Stability strategy, in which this strategy can be executed with the maintain and nurture . Salatiga sound can implement the strategy without changing the direction of the strategy that has been implemented , tujuanya relatively defensive , that is by maintaining the trust of listeners to the brand and Imaj radio sound good to Salatiga]]>
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