PENGARUH KEPRIBADIAN DARI FAKTOR INDIVIDU TERHADAP KEPUTUSAN PENDENGAR MEMILIH LEMBAGA PENYIARAN RADIO SWASTA DI PALEMBANG

Abstract

The purpose of this research was to determine the influence personality factors are derived from the characteristics of the listeners in an individual against the decision of the listeners in choosing private radio broadcasters in Palembang. The population in the study  was private radio listener totaling 660,683 people. The sample was taken out of 100 people conducted by incidental sampling technique. The analysis of the data using the simple linear regression. The analysis showed personality of the individual factors influence choosing broadcasters significantly have effect on decisions of listeners in choosing private radio broadcasters in Palembang.