THE IMPACT OF QUALITY AND PERSONAL BRANDING OF PRO DANGDUT PROGRAM BROADCASTERS ON LISTENER SATISFACTION WITH PRO 1 RRI ENTIKONG IN SEMANGET VILLAGE AND SEMENG HAMLET, ENTIKONG DISTRICT

Abstract

The purpose of this study is to determine the effect of the broadcaster's quality and personal branding on the satisfaction of listeners of Pro 1 RRI Entikong Village Semanget and Dusun Semeng, Entikong District. The presence and success of RRI Entikong, apart from broadcast programs, advertisements and music, are also influenced by the quality of broadcasters. RRI Entikong's broadcasting of the Pro Dangdut program is unique. As a result, the broadcaster must cultivate personal branding among listeners. Broadcaster quality, personal branding, and listener satisfaction are the theories underpinning this research. The research methodology is quantitative with a mixed method, and the data collection techniques include questionnaire distribution, in-depth interviews, and literature reviews. This study included all residents of Semanget Village and Semeng Hamlet. This study surveyed 50 respondents who met the following criteria: they listened to RRI Entikong, owned a radio, and listened to the Pro Dangdut program. The Broadcast Coordinator of RRI Entikong and RRI Entikong's Loyal Listeners served as the study's resource persons. The findings indicated that the quality and personal branding of the broadcaster had a significant impact on listener satisfaction. According to listeners, broadcasters play a significant role in increasing listener satisfaction.