LOYALTY OF RADIO LISTENERS IN REVIEW OF BROADCAST PROGRAMS AND BROADCASTERS COMMUNICATION STYLE
Keywords:
Broadcast Program, Communication Style, Radio Broadcaster, Listener, Loyalty, Radio, Radio BroadcasteAbstract
Radio stations continue to survive in the digital era, even with Generation Z’s preference for digital content. Despite a decline in radio listenership, stations like Prambors still provide entertainment and information to the public. Success is not solely determined by diverse broadcast programs, but also by listener involvement, which fosters loyalty. This research, titled "The Influence of Broadcast Programs and Broadcaster Communication Style on the Loyalty of Prambors Radio Listeners," uses quantitative methods and the Uses and Gratification Theory. Data were collected using a questionnaire and analyzed with the Lemeshow formula for an unknown sample size. The findings reveal that the Prambors Night Shift program and broadcaster communication style influence listener loyalty by 52.2%, with the remaining 47.8% influenced by other factors. Broadcast programming is central to the listening experience, combining music, talk shows, and interactive segments to cater to listener preferences. From the program and broadcaster’s communication style, listeners can choose content that engages them, leading to loyalty. The study highlights that the Night Shift program and communication style have a significant impact on listener loyalty, suggesting that focusing on these elements is key to retaining and growing a loyal audience.References
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