The Effect Of Quality Of Broadcast Programs, Prices And Services On Satisfaction And Loyalty To Advertisers At PT. Radio Media Indah Surahandalan (Smart FM) Medan

by ADMIN 163 views

The Effect of Quality of Broadcast Programs, Prices and Services on Satisfaction and Loyalty to Advertisers at PT. Radio Media Indah Surahandalan (Smart FM) Medan

Introduction

In the private radio broadcasting industry, maintaining advertisers is a crucial factor to ensure business continuity and growth. Advertisers are the primary source of income, making it essential to develop effective strategies to maintain good relations with them. One step that can be taken is to improve the quality of broadcast programs, determine competitive prices, and provide satisfying services. This study aims to analyze how the quality of broadcast programs, prices, and services can affect the satisfaction of advertisers and their impact on their loyalty to Smart FM in Medan.

Background of the Study

The private radio broadcasting industry in Medan is highly competitive, with numerous radio stations vying for advertisers' attention. To maintain a competitive edge, radio stations must focus on providing high-quality services that meet the needs of their advertisers. This includes improving the quality of broadcast programs, determining competitive prices, and providing excellent customer service. By understanding the factors that influence advertisers' satisfaction and loyalty, PT. Radio Media Indah Surahandalan can develop effective strategies to attract and maintain advertisers in the long run.

Methodology

This study uses a descriptive causal approach with quantitative methods. The population of 97 advertisers was used as a sample, and the sampling technique employed was saturated sampling. Data were obtained through interviews, questionnaires, and documentation studies. For data analysis, the path analysis method was used.

Results

The results of this study showed several important findings:

Quality of Broadcast Programs

The quality of the broadcast program has a positive and significant influence on the satisfaction of advertisers. This shows that a quality broadcast program can attract the attention of advertisers and increase their satisfaction with radio services. A high-quality broadcast program can provide a unique and engaging listening experience, making it more likely for advertisers to choose Smart FM over other radio stations.

The Importance of Quality Broadcast Programs

A quality broadcast program can have a significant impact on advertisers' satisfaction and loyalty. By providing a unique and engaging listening experience, advertisers are more likely to choose Smart FM over other radio stations. This is because a high-quality broadcast program can provide a sense of exclusivity and prestige, making it more attractive to advertisers.

Price

Appropriate price determination also contributes positively and significantly to the satisfaction of advertisers. Competitive prices and in accordance with the value provided by the broadcast program will increase the interest of advertisers to advertise. A competitive price can make Smart FM more attractive to advertisers, especially in a highly competitive market like Medan.

The Role of Price in Advertiser Satisfaction

Price is an essential factor in determining advertisers' satisfaction. A competitive price can make Smart FM more attractive to advertisers, especially in a highly competitive market like Medan. By offering competitive prices, Smart FM can increase its market share and attract more advertisers.

Service

Good and responsive interaction from Smart FM staff can increase advertiser's satisfaction and trust. This shows that excellent customer service is essential in maintaining good relations with advertisers. By providing excellent customer service, Smart FM can build trust and loyalty with its advertisers.

The Importance of Customer Service

Excellent customer service is essential in maintaining good relations with advertisers. By providing responsive and helpful interaction, Smart FM can build trust and loyalty with its advertisers. This is because excellent customer service can provide a sense of security and confidence, making it more likely for advertisers to choose Smart FM over other radio stations.

Satisfaction and Loyalty

The satisfaction of advertisers is proven to have a significant influence on their loyalty. This emphasizes that high satisfaction can encourage advertisers to keep using Smart FM services in the long run. By providing high-quality services that meet the needs of advertisers, Smart FM can increase its market share and attract more advertisers.

The Relationship Between Satisfaction and Loyalty

Satisfaction and loyalty are closely related. By providing high-quality services that meet the needs of advertisers, Smart FM can increase its market share and attract more advertisers. This is because high satisfaction can encourage advertisers to keep using Smart FM services in the long run.

Conclusion

This analysis highlights the importance of focusing on improving the quality of broadcast programs, fair pricing, and excellent service in an effort to maintain and increase the satisfaction and loyalty of advertisers in Smart FM. By understanding these factors, PT. Radio Media Indah Surahandalan can better design strategies to attract and maintain advertisers in increasingly competitive markets. This is also an important capital for them to not only survive, but also developed in the radio broadcasting industry in Medan.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Improve the quality of broadcast programs to attract and retain advertisers.
  • Determine competitive prices to increase the interest of advertisers to advertise.
  • Provide excellent customer service to build trust and loyalty with advertisers.
  • Develop strategies to attract and maintain advertisers in increasingly competitive markets.

By implementing these recommendations, PT. Radio Media Indah Surahandalan can increase its market share and attract more advertisers, ultimately leading to business growth and success.
Frequently Asked Questions (FAQs) about The Effect of Quality of Broadcast Programs, Prices and Services on Satisfaction and Loyalty to Advertisers at PT. Radio Media Indah Surahandalan (Smart FM) Medan

Q: What is the main objective of this study? A: The main objective of this study is to analyze how the quality of broadcast programs, prices, and services can affect the satisfaction of advertisers and their impact on their loyalty to Smart FM in Medan.

Q: What is the significance of this study? A: This study is significant because it highlights the importance of focusing on improving the quality of broadcast programs, fair pricing, and excellent service in an effort to maintain and increase the satisfaction and loyalty of advertisers in Smart FM.

Q: What is the methodology used in this study? A: This study uses a descriptive causal approach with quantitative methods. The population of 97 advertisers was used as a sample, and the sampling technique employed was saturated sampling. Data were obtained through interviews, questionnaires, and documentation studies. For data analysis, the path analysis method was used.

Q: What are the key findings of this study? A: The key findings of this study are:

  • The quality of the broadcast program has a positive and significant influence on the satisfaction of advertisers.
  • Appropriate price determination also contributes positively and significantly to the satisfaction of advertisers.
  • Good and responsive interaction from Smart FM staff can increase advertiser's satisfaction and trust.
  • The satisfaction of advertisers is proven to have a significant influence on their loyalty.

Q: What are the implications of this study? A: The implications of this study are that PT. Radio Media Indah Surahandalan can better design strategies to attract and maintain advertisers in increasingly competitive markets. This is also an important capital for them to not only survive, but also developed in the radio broadcasting industry in Medan.

Q: What are the recommendations of this study? A: The recommendations of this study are:

  • Improve the quality of broadcast programs to attract and retain advertisers.
  • Determine competitive prices to increase the interest of advertisers to advertise.
  • Provide excellent customer service to build trust and loyalty with advertisers.
  • Develop strategies to attract and maintain advertisers in increasingly competitive markets.

Q: What are the limitations of this study? A: The limitations of this study are:

  • The study was conducted in a specific context (Smart FM in Medan) and may not be generalizable to other contexts.
  • The study used a small sample size (97 advertisers) which may not be representative of the larger population.
  • The study relied on self-reported data from advertisers which may be subject to biases.

Q: What are the future directions of this study? A: The future directions of this study are:

  • Conducting a larger-scale study to generalize the findings to other contexts.
  • Using more objective measures of data to reduce biases.
  • Exploring the impact of other factors (such as advertising effectiveness, brand awareness, and customer engagement) on advertiser satisfaction and loyalty.

Q: What are the practical implications of this study? A: The practical implications of this study are that PT. Radio Media Indah Surahandalan can use the findings to improve their services and attract more advertisers. This can lead to increased revenue and market share for the company.