PENGARUH PEMBERITAAN RRI PRO 1 MANADO TERHADAP PERILAKU MENDENGAR GENERASI Z DI DESA KAMANGTA

Abstract

Changes in media consumption patterns among Generation Z have led to a declining interest in conventional media, including radio. This generation has grown up in a digital environment characterized by speed, interactivity, and the dominance of visual content, causing radio to be perceived as less relevant. This situation poses a significant challenge for public radio institutions such as Radio Republik Indonesia (RRI), which are mandated to provide accurate, educational, and public-oriented information. In this context, the effectiveness of news reporting becomes a crucial factor in maintaining the engagement of young audiences.This study aims to analyze the influence of RRI Pro 1 Manado’s news coverage on the listening behavior of Generation Z in Kamangta Village. The research employs a quantitative approach using a survey method involving 62 respondents selected through stratified random sampling. Data were collected using a questionnaire developed based on indicators of news agenda setting and listening behavior. The collected data were analyzed through validity and reliability tests, followed by simple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results indicate that RRI Pro 1 Manado’s news coverage has a significant effect on the listening behavior of Generation Z. This is evidenced by a t-value of 5.884, which exceeds the t-table value of 2.000, and an F-value of 33.66, which is higher than the F-table value of 4.11. The coefficient of determination of 0.366 shows that 36.6% of the variation in listening behavior is influenced by RRI Pro 1 Manado’s news coverage, while the remaining percentage is affected by other factors outside the scope of this study. These findings confirm that public radio can remain relevant to Generation Z by delivering contextual, informative, and audience-oriented news content in the digital era.