<![CDATA[Abstract The purpose of this study was to determine the effect of commercial advertisement on radio to consumptive behavior of the listener/ society. SOR theory, the theory based the assumption that the cause of the behavior changes were depending on the quality of the stimulus that communicated with the organism. This meant that the quality of communication sources e.g. credibility, of leadership. Speaking style would determine the success of behavior change of a person, group or community. Based SOR theory associated with the AIDA theory, in which the advertisement was as a stimulus to attract the attention of people who were further interested in purchasing a product that had been advertised. It showed that there was a clear relationship between listening to commercials advertisement on the radio gave effects on consumptive behavior owned by the public/ radio listeners. Keyword: commercial advertisement, consumptive-behavior, listeners, radio Tujuan penelitian ini adalah untuk mengetahui pengaruh iklan komersial di radio terhadap perilaku konsumtif pendengar radio/masyarakat. Teori S-O-R, teori ini mendasarkan asumsi bahwa penyebab terjadinya perubahan perilaku tergantung kepada kualitas rangsang (stimulus) yang berkomunikasi dengan organisme. Artinya kualitas dari sumber komunikasi (sources) misalnya kredibilitas, kepemimpinan, gaya berbicara sangat menentukan keberhasilan perubahan perilaku seseorang, kelompok atau masyarakat. Berdasarkan teori S-O-R yang dihubungkan dengan teori AIDA, di mana iklan sebagai stimulus mampu menarik perhatian dari masyarakat yang selanjutnya tertarik untuk membeli produk yang sudah diiklankan jelas hubungannya antara iklan komersial yang di dengar melalui radio berpengaruh terhadap perilaku konsumtif yang dimiliki oleh masyarakat/pendengar radio. Kata kunci: iklan komersial, konsumtif, pendengar, radio]]>
