THE ANALYSIS OF THE IMPROVEMENT FROM THE ANNOUNCER CAPABILITY AND CUSTOMER RELATIONSHIP MANAGEMENT IN ORDER TO INCREASE THE LOYALTY OF THE AUDIENCE AT RADIO X

• Main Author: MAULANA (NIM: 29105322), RULLI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12619
• Institution: Institut Teknologi Bandung

Due the amount of radio industry in Indonesia, especially Bandung which is the pioneer of private broadcast radio cause a radio business competition in any positioning and segmentation way, the requirement of customer diversity dynamic changes and also increase threat between competitors. In the other hand, the organization flexibility and adaptability to respond customers' requirements are relative low because the organization has some difficulties to match between the capability and the internal strength to the market demands and competition.<p>One important thing that we can not deny is the continuity of radio business determines by the loyalty of the audience. That is why; the understanding of elements influence the loyalty of the audience in a radio business will help a lot to keep the continuity of the radio business itself.<p>This final project is focusing on the analysis of the improvement from the announcer capability and customer relationship management in order to increase the loyalty of the audience at RADIO X. The main statistical variable is competence and the audience relationship management, while the dependent statistical variable is the loyalty of the audience. So, to be able to analyze these issues, the company sends out some questionnaires to describe the condition of the company now and to be able to anticipate the coming issues. Data withdrawal uses questionnaire is base on the indicator from the statistical variable to measure. This research has succeed to accumulate 1.000 (a thousand) people to represent as RADIO X audience in Bandung.<p>Data withdrawal shows that the trial in method of partial for both statistical variables has a significant influence to the loyalty of the audience. Hypothesis trial shows that announcer's competence has a dominant influence to the loyalty of the audience. Then, the effort to increase the announcer's competence is very important to be noticed by management.<p>Due the analysis above, the director of RADIO X needs to have some action plan to increase the loyalty of the audience and the announcer. Action plan should be started by arranging role and responsibility of the management and department. Socialization effort will be able to increase the participation of all staff and employee, so that the improvement of structure and plan can go well <br />