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Research Article | Volume 4 Issue 3 (Issue May, 2023)
Analysis of Lifestyle and Broadcast Program Quality on Loyalty through Viewer Satisfaction of Banyuwangi TV in Facing the Convergence from Analog TV to Digital TV
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Under a Creative Commons license
Open Access
Published
June 20, 2023
Abstract
This article aims to analyze the lifestyle and broadcast program quality's impact on loyalty through viewer satisfaction of Banyuwangi TV in facing the convergence from analog TV to digital TV. The research object is the viewers of Banyuwangi TV. The data collection method was done by distributing questionnaires to 140 respondents selected using purposive sampling technique. The data analysis method used was SEM (Structural Equation Modeling) with independent variables being lifestyle and broadcast program quality, viewer satisfaction as the intervening variable, and loyalty as the dependent variable. The researcher obtained primary data directly from the research object, while secondary data was indirectly obtained through intermediary sources such as journals and articles. The test results showed that partially: a) lifestyle influenced the satisfaction of Banyuwangi TV viewers, b) broadcast program quality influenced the satisfaction of Banyuwangi TV viewers, c) lifestyle influenced the loyalty of Banyuwangi TV viewers, d) broadcast program quality influenced the loyalty of Banyuwangi TV viewers, e) satisfaction influenced the loyalty of Banyuwangi TV viewer
Keywords
Lifestyle
Broadcast Program Quality
Loyalty
Viewer Satisfaction
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