Pengaruh Gaya Siaran, Kualitas Program, dan Interaksi Penyiar Terhadap Perilaku Pendengar Radio (Studi Kasus pada Radio Tirilolok Swara Verbum Kupang)

MAUK, Dismas Longginus (2025) Pengaruh Gaya Siaran, Kualitas Program, dan Interaksi Penyiar Terhadap Perilaku Pendengar Radio (Studi Kasus pada Radio Tirilolok Swara Verbum Kupang). Masters thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

This master’s thesis was written by Dismas Longginus Mauk and is entitled “The Influence of Broadcasting Style, Program Quality, and Broadcaster Interaction on Radio Listener Behavior (A Case Study of Tirilolok Swara Verbum Radio Kupang)”, under the supervision of Dr. Henny A. Manafe, SE., MM. and Dr. M. E. Perseveranda, SE., M.Si. The study aims to analyze listeners’ perceptions and examine the influence of broadcasting style, program quality, and broadcaster interaction on the listening behavior of Tirilolok Swara Verbum Radio Kupang. This research employed a quantitative associative approach using a survey method. Data were collected through Likert-scale questionnaires distributed to 100 listeners of Tirilolok Swara Verbum Radio Kupang. Data analysis was conducted using descriptive and inferential statistics to identify trends in respondents’ perceptions and to examine the influence of each variable on listener behavior. The results indicate that, in general, listeners’ perceptions of Tirilolok Swara Verbum Radio Kupang fall within the “very good” category. A communicative and warm broadcasting style, along with the ability to adjust vocal character and language to program segments, encourages listeners to tune in consistently and continuously. Program quality is perceived as very good, as reflected in content relevance, program diversity, and a balanced combination of information, entertainment, and spirituality that reaches multiple generations. Broadcaster interaction emerges as the most dominant factor influencing listener behavior. Broadcasters not only convey messages but also build emotional closeness and personal relationships through greetings, interactive dialogue, and listener engagement across various broadcast platforms. Based on these findings, it can be concluded that Tirilolok Swara Verbum Radio Kupang has a positive and significant influence on listener behavior, both emotionally and functionally. This influence is reflected in the combined and partial contributions of broadcasting style, program quality, and broadcaster interaction in shaping listening patterns. The radio station functions as a medium of information, entertainment, a daily companion, a relational and participatory space, and a source of spiritual accompaniment consistently present in listeners’ lives. This condition fosters a strong sense of belonging and high listener loyalty to Tirilolok Radio FM 101.1 MHz, thereby strengthening sustained listener engagement. The dominance of productive and adult-age listeners, accounting for 79% of total respondents, indicates a strong and stable audience base. Thus, Radio Tirilolok Swara Verbum has significant potential to remain existent and relevant over the next 10 to even 20 years.

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