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FAKTOR-FAKTOR YANG MEMPENGARUHI EFEKTIVITAS IKLAN RADIO GLOBAL 101 FM PADA PERSEPSI PENDENGAR GEN-Z DI KOTA PALEMBANG

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This study was conducted to determine how effective radio advertising is on Radio listeners from Global Radio 101 FM towards the perception of Gen-Z listeners in Palembang. This is due to the phenomenon where the market level of advertising spending is decreasing in Indonesia and the high market potential in Gen-Z encourages the need to conduct research on how effective radio advertising broadcasted by radio stations is in influencing the perception of Gen-Z radio advertising listeners. This study was conducted using the Advertising Effectiveness theory by A.C. Nielsen with an advertising effectiveness model consisting of four dimensions, namely attention, understanding, affection, and motivation to act. This study was conducted by distributing questionnaires to 100 respondents who are listeners of Radio Global 101 FM in the age group of 17-27 years who live in Palembang. Before the study was conducted, a validity test was conducted to measure the statement of this research indicator, and the results of the test were declared valid because the calculated r value or corrected item-total correlation produced a value of r-table for df = n-2 = 100-2 = 98. Based on the research results, the r-table value was found for df = 98 = 0.198. Therefore, the study can be concluded that the advertisements broadcast on Radio 101 FM Palembang are effective, because the concept and marketing content of the advertisements are adjusted to the tastes and communication styles of generation Z, so that radio advertisements on Radio 101 FM Palembang broadcasts can attract public attention and understanding.

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Detail Information

Series Title

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Call Number

T1816392025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xiv,75 hlm.; ilus.; tab, 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.230 7

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Media Komunikasi, Media Massa

Specific Detail Info

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