Pengaruh Konvergensi Media Terhadap Kepuasan Pendengar RRI Kupang

Putri Azalia Rihi Tugu, Kalvein Rantelobo, Petrus Ana Andung

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh konvergensi media terhadap tingkat kepuasan pendengar radio RRI Kupang. Media konvergensi mengacu pada pertemuan berbagai platform media tradisional dan digital, sementara disrupsi teknologi menggambarkan perubahan besar yang disebabkan oleh perkembangan teknologi digital, seperti layanan streaming dan aplikasi seluler. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei untuk mengumpulkan data dari 300 pendengar aktif RRI Kupang. Data dianalisis menggunakan regresi linear untuk menilai hubungan antara konvergensi media dengan kepuasan pendengar. Hasil penelitian menunjukkan bahwa konvergensi media berpengaruh signifikan terhadap tingkat kepuasan pendengar RRI Kupang. Penelitian ini memberikan rekomendasi agar penelitian lanjutan dapat menambahkan variabel lain  seperti  konten siaran, dan juga usia pendengar. Kepada RRI Kupang juga disarankan agar senantiasa melakukan variasi siaran agar mempertahankan loyalitas pendengar di era digital.


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DOI: http://dx.doi.org/10.62870/jrk.v1i1.30575

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