Motif Dan Preferensi Lokasi Dalam Konsumsi Radio Oleh Masyarakat Kota Makassar

Abstract

Radio remains a media choice for urban residents in Makassar City amid the rise of digital media. This study aims to identify radio listening motives and location preferences among Makassar residents, focusing on two primary motives: information and entertainment, as well as listening locations, such as home, vehicles, and workplaces. This research used a quantitative approach with a survey of 150 respondents. The results show that entertainment is a more dominant motive than information, highlighting radio’s role as a relaxation medium. The most common listening locations are home and workplace, while vehicles show a lower preference. Correlation analysis reveals a weak relationship between motive and location, indicating that comfort plays a greater role in location choice. These findings provide recommendations for the radio industry to develop entertainment programs that are relevant to listeners' locations.

Keywords: Radio, Motives, Location Preferences, Entertainment, Information