MOTIVATION, INTEREST AND PARA SOCIAL INTERACTION OF TODAY’S RADIO YOUNG LISTENERS TO CREATE CUSTOMER SATISFACTION

Candraningrum, Diah Ayu and Dewi, Fransisca Iriani Roesmala MOTIVATION, INTEREST AND PARA SOCIAL INTERACTION OF TODAY’S RADIO YOUNG LISTENERS TO CREATE CUSTOMER SATISFACTION. MOTIVATION, INTEREST AND PARA SOCIAL INTERACTION OF TODAY’S RADIO YOUNG LISTENERS TO CREATE CUSTOMER SATISFACTION.

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Abstract

Digitalization has changing the concept of human life. It can bringing
changes to one’s lifestyle, especially in listening to radio broadcasts.
Now there are many ways to enjoy radio broadcasts, from traditional
radio listening, MP3 and podcasting systems, internet radio and satellite
radio. Therefore, many national scale broadcasting radio stations are
now starting to organize themselves, renew their operational service
systems and of course, improve their business systems. Because,
competition in the radio industry is now very strict where the players
do not only come from the radio industry but also come from the music
industry. This research wants to explore more about the position of
radio in front of the current millennial generation, as consumers and
radio listeners whom are being its target. The research questions are:
Why do millennials still like to listen to radio broadcasts? What aspects
that could attract and influence the millennials most so that they want
to listen to the radio? This research conducted by using qualitative
approach. This study explains the interest of the millennial generation
in enjoying radio broadcasts, in terms of three aspects: impact of
motivation, interpersonal attraction and parasocial interaction. The data
collection method used is conducting interviews with 165 young people
in Jakarta aged 14 to 30 years who like to listen to the radio. Interviews
were conducted in writing by distributing questionnaires through the
Google form facility. In addition, interviews were also conducted with
the managers of young people’s radio stations in Jakarta, as part of data
triangulation.As a result, it is known that the factor of the broadcaster’s
communication style is the most aspect that motivate the millennial to
listen to the radio. It is because the announcer is considered as their
personification.The more appropriate the topic of conversation and
delivered attractively by favorite broadcasters, the higher the millennial
desire to listen to the radio.

Item Type:	Article
Subjects:	Penelitian > Fakultas Ilmu Komunikasi
Divisions:	Fakultas Ilmu Komunikasi > Ilmu Komunikasi
Depositing User:	Puskom untar untar
Date Deposited:	04 Jan 2021 13:49
Last Modified:	04 Jan 2021 13:49
URI:	https://repotest.untar.ac.id/id/eprint/14230

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