Motif dan Kepuasan Generasi Z dalam Mendengarkan Radio di Kota Denpasar

Abstrak

Advances in information and communication technology have changed the media consumption patterns of
Indonesians in meeting their information and entertainment needs. Radio media now ranks lower than digital
platforms such as Spotify, YouTube, and podcasts. This condition raises questions about the relevance of radio for
the younger generation, especially in Denpasar City. This study aims to determine and analyze the motives and
satisfaction of Generation Z in Denpasar City in listening to the radio. The method used is descriptive quantitative
by distributing questionnaires to 80 Generation Z respondents in Denpasar City. Data analysis was carried out
using the Uses and Gratifications theory through a comparison between Gratification Sought (GS) as a motive
and Gratification Obtained (GO) as satisfaction. The results showed that all indicators, namely information,
personal identity, social integration and interaction, and entertainment, had an average GO value (3,13) higher
than GS, (2,99) which indicates that the level of satisfaction of respondents was in the fulfilled category. This
finding confirms that although the popularity of radio has decreased, this media is still able to provide satisfaction
for Generation Z, especially in the entertainment aspect.