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Arintya Gantini Putri
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Humanities Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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LOYALITAS PENDENGARAN RADIO DI MASA PANDEMI COVID-19 (Studi kasus Radio Dahlia 101.5 FM Bandung) Arintya Gantini Putri; Sri Dewi Setiawati
JURNAL PURNAMA BERAZAM Vol 2 No 2 (2021): APRIL 2021
Publisher : PROGRAM STUDI ILMU KOMUNIKASI

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Abstract

Persaingan media konvensional seperti Radio dengan media Online sangat ketat. Loyalitas pendengar menjadi faktor utama radio sebagai media konvensional untuk bisa bertahan. Loyalitas adalah respon perilaku sebagai bentuk komitmen dan kepuasan seseorang terhadap merek tertentu, yang merupakan fungsi proses psikologis. Seperti halnya dengan stasiun penyiaran radio. Semakin baik kualitas layanan, maka loyalitas pendengar radio semakin tinggi, dan sebaliknya. Setiap tahun jumlah pendengar Radio Dahlia 101.5 FM Bandung berhasil mengalami peningkatan, ini membuktikan bahwa loyalitas pendengar radio dan minat masyarakat untuk mendengarkan radio semakin tahun semakin bertambah, karena kualitas program dan pendekatan individual penyiar dengan pendengar juga manajemen dengan pendengar. Terlebih di masa pandemik COVID - 19 ini, peran komunikasi massa sangat penting dan loyalitas pendengar radio mununjukan peningkatan akibat faktor perilaku semasa pandemik juga berpengaruh.
LOYALITAS PENDENGARAN RADIO DI MASA PANDEMI COVID-19 Arintya gantini Putri
JURNAL PURNAMA BERAZAM Vol 3 No 2 (2022): APRIL 2022
Publisher : PROGRAM STUDI ILMU KOMUNIKASI

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Competition of conventional media such as Radio with Online media is very tight. Listeners' loyalty is the main factor of radio as a conventional media to survive. Loyalty is a behavioral response as a form of commitment and satisfaction of a person towards a particular brand, which is a function of the psychological process. Such is the case with radio broadcasting stations. The better the quality of service, the higher the loyalty of radio listeners, and vice versa. Every year the number of listeners of Radio Dahlia 101.5 FM Bandung has successfully increased, this proves that the loyalty of radio listeners and the interest of the public to listen to the radio are increasing every year, due to the quality of programs and individual approaches of broadcasters with listeners as well as management with listeners. Especially in the COVID - 19 pandemic, the role of mass communication is very important and the loyalty of radio listeners shows an increase due to behavioral factors during the pandemic also influential.
Co-Authors Sri Dewi Setiawati