PENGARUH KUALITAS SIARAN DAN PENETAPAN HARGA TERHADAP PENINGKATAN PENGGUNAAN JASA LAYANAN PERIKLANAN DI PT. RADIO SIARAN RODHESA MEDAN

Abstract

ABSTRACT The Effect of Broadcast Quality and Pricing on the Increased Use of Advertising Services at PT. Radio Broadcast Rodhesa Medan, Thesis 2019Media have physical characteristics respectively for radio media can be heard when broadcast and can be heard again, low stimulation, electrical, the costs are relatively cheap and radio media has a large reach.On the radio itself also requires pricing so that consumers continue to recognize the advertised service products. The price is the amount of money that the customer must pay to obtain the product. Price is the only element of marketing that generates income, because the other element is the expense. Price is also one of the cues used by consumers in the process of perception. Because prices will affect consumers' judgments about a product. Quality as a match for other uses (fitness for use). Which emphasizes more on orienting the fulfillment of customer expectations. Quality is continuous improvement. Quality is a function of costs. Where costs can be reduced by the process of improvement or reduction of variations in products or variations in processes. The purpose of this study was to determine and analyze the effect of broadcast quality and pricing on the increased use of advertising services at PT. Radio Broadcast Rodhesa Medan. The data analysis technique is multiple linear regression. The sample studied was 79 people. The results of the study are broadcast quality influences the users of advertising services. Pricing affects the users of advertising services. Broadcast quality and pricing affect the users of advertising services by 72.8% while 27.2% is influenced by other variables not discussed in this regression model.Keywords: Broadcast Quality, Pricing and Advertising Service Users