The Influence of Motivation, Gratification, and Consumption Patterns on Listener Satisfaction of RRI Batam On-Demand
DOI:
https://doi.org/10.21111/ettisal.v10i02.15Keywords:
radio on-demand, RRI Batam, Audience Motivation, Listener Satisfaction, Consumption Pattern, Uses and GratificationsAbstract
The rapid development of digital technology has significantly transformed media consumption patterns, including the way audiences engage with radio content. The emergence of radio on-demand services offers flexibility, content personalization, and user control over time and content selection, reflecting a paradigm shift from passive to active media consumption. This research took into Radio Republik Indonesia (RRI) Batam, as a public service broadcaster operating in a border region such as Batam, Indonesia, it served a diverse audience. Also, this study has a research gap by examining how motivation, consumption patterns, and the gap between gratification sought and gratification obtained influenced listener satisfaction with RRI Batam’s radio on-demand services. This research using a quantitative method with using survey method involving 355 purposively selected respondents who listened to RRI Batam’s on-demand content. The data were collected by online questionnaires using a five-point Likert Scale. Also the analysis included validity, and reliability testing, descriptive statistics, multiple linear regression, and discrepancy analysis to assess the alignment between expected and actual gratifications. The findings reveal a moderate discrepancy between gratification sought and gratification obtained, although the indicating that RRI Batam meets some audience needs, gaps remain. Motivation and consumption patterns were found affect the listener satisfaction, gaps remain. The relevance of Uses and Gratifications theory in understanding audience engagement with public radio in the digital era. This research contributes to the academic discourse based on the Uses and Gratifications framework in public media contexts and offers practical recommendations for optimizing radio on-demand services to border regions. Theoretically and practically by providing how public radio can adapt to changing audience behaviors and digital expectations while maintaining of heterogeneous audience as a social mission in the digital era.
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