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

DEKA, FADLY MUHAMMAD and Thamrin, M. Husni and Murti, Krisna (2025) FAKTOR-FAKTOR YANG MEMPENGARUHI EFEKTIVITAS IKLAN RADIO GLOBAL 101 FM PADA PERSEPSI PENDENGAR GEN-Z DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

	Image RAMA_70201_07031381924213_cover.jpg - Cover Image Available under License Creative Commons Public Domain Dedication. Download (96kB)
	Text RAMA_70201_07031381924213.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_70201_07031381924213_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (8MB) | Request a copy
	Text RAMA_70201_07031381924213_0006066402_0010126311_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_70201_07031381924213_0006066402_0010126311_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (224kB) | Request a copy
	Text RAMA_70201_07031381924213_0006066402_0010126311_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (217kB) | Request a copy
	Text RAMA_70201_07031381924213_0006066402_0010126311_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (307kB) | Request a copy
	Text RAMA_70201_07031381924213_0006066402_0010126311_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (198kB) | Request a copy
	Text RAMA_70201_07031381924213_0006066402_0010126311_06.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (26kB) | Request a copy
	Text RAMA_70201_07031381924213_0006066402_0010126311_07_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (126kB) | Request a copy
	Text RAMA_70201_07031381924213_0006066402_0010126311_08_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (696kB) | Request a copy

Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Effectiveness, Advertising, Radio, Generation Z, Perception
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Fadly Muhammad Deka
Date Deposited:	30 Jul 2025 04:09
Last Modified:	30 Jul 2025 04:09
URI:	http://repository.unsri.ac.id/id/eprint/181639

Actions (login required)

View Item