DETERMINAN FAKTOR LOYALITAS PENDENGAR POP FM JAKARTA

SEHPUDIN, AGUNG (2020) DETERMINAN FAKTOR LOYALITAS PENDENGAR POP FM JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of radio programs, broadcasters and transmitter power on listening to Pop FM radio Jakarta and listeners loyalty. Primary data were obtained from questionnaires and secondary data were obtained from field research such as interviews with companies. The population of this study were all listeners of Pop FM Jakarta radio in Jabodetabek in May- June with a total sample of 210 people. The analytical method used is the LISREL version 8.80 Structural Equation Modeling (SEM). The results showed that radio programs, broadcasters and transmitter power had a significant positive effect on interest in listening to radio. Meanwhile, radio programs, broadcasters and transmitter power also have a significant positive effect on radio listeners' loyalty. The R Square value is 0.75 that in this study the broadcast program variables, announcers and transmitter power contributed 75%, the rest was influenced by other variables by 25%. Keywords: Radio programs, Broadcasters, Transmitter power, Listeners loyalty Penelitian ini bertujuan untuk menganalisis pengaruh program radio, penyiar dan kekuatan pemancar terhadap minat mendengarkan radio Pop FM Jakarta dan loyalitas pendengarnya. Data primer diperoleh dari kuisioner dan data sekunder diperoleh dari penelitian lapangan seperti wawancara dengan pihak perusahaan. Populasi dari penelitian ini adalah seluruh pendengar radio Pop FM Jakarta di Jabodetabek pada bulan Mei-Juni dengan jumlah sampel sebanyak 210 orang. Metode analisis yang digunakan adalah Structural Equation Modeling (SEM) LISREL versi 8.80. Hasil penelitian menunjukkan bahwa program radio, penyiar dan kekuatan pemancar berpengaruh positif signifikan terhadap minat mendengarkan radio. Sedangkan program radio, penyiar dan kekuatan pemancar juga berpengaruh positif signifikan terhadap loyalitas pendengar radio. Nilai R Square sebesar 0,75 bahwa dalam penelitian ini variabel program siaran, penyiar dan kekuatan pemancar memberikan kontribusi sebesar 75%, sisanya dipengaruhi oleh variabel lain sebesar 25%. Kata kunci: Program radio, Penyiar, Kekuatan Pemancar, Loyalitas Pendengar

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