A RADIO ANNOUNCER: STRESS LEVEL & PERFORMANCE IMPACT ON RETAILERS INTENTION TO ADVERTISE

1Rima Rahmayanti, Mohamad Anton Athoillah

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Abstract:

The stress level on Indonesia radio announcer has reach 50,30% for past two years. Their obligations to connect with wider public are indeed challenge even though it is only known by its voice. In addition, this profession also requires caution with words that are issued when on air. What's more, the radio broadcasting profession in Indonesia ranks sixth out of the 9 most stressful jobs in years 2015. The Indonesian National Private Broadcast Radio Association (PRSSNI) state advertising expenditure on radio (Radex) reaching 1.2 trillion IDR until the end of the third quarter of year 2017. The portion of radex relatively lower compared another media; otherwise advertising is the biggest revenue for radio. This examination plans to test the effect of radio broadcaster work anxiety on the intention to promote moderate by performance, 50 samples taken with simple random sampling from consumer in city of Bandung, Indonesia that advertise on radio x. Partial Least Square Square (PLS) utilized for data investigation, the results shown performance play important role in rising or lower impact of work stress level on intention to advertise, this mean performance proven as moderating variable and work stress level impact positively on intention to advertise.

Keywords:

radio, announcer, work stress, intention to advertise, performance

Paper Details
Month2
Year2020
Volume24
IssueIssue 2
Pages8523-8532