THE INFLUENCE OF THE D'TALKSHOW BKTV PROGRAM ON AUDIENCE BEHAVIORAL CHANGE
: A Case Study at the Regional Office of the Ministry of Religious Affairs of the Bangka Belitung Islands Province
DOI:
https://doi.org/10.32923/medio.v5i2.5960Kata Kunci:
Pengaruh, Program, Perilaku Audien.Abstrak
Penelitian ini bertujuan menguji pengaruh pesan siaran program D’Talkshow Babel Kemenag TV (BKTV) terhadap perubahan perilaku audien di Provinsi Kepulauan Bangka Belitung. Program ini penting karena berfungsi sebagai sumber informasi terpercaya terkait kegiatan Kementerian Agama, dakwah, dan keberagaman. Menggunakan pendekatan kuantitatif melalui metode survei dengan menyebar kuesioner kepada subscriber YouTube BKTV, data yang terkumpul kemudian diolah dengan analisis regresi dan uji linearitas. Hasil analisis regresi menunjukkan bahwa Program (X) secara signifikan memengaruhi Perubahan Perilaku Audien (Y), dengan nilai signifikansi . Meskipun demikian, pada uji linearitas, ditemukan bahwa tidak ada hubungan linearitas yang signifikan antara kedua variabel tersebut (nilai Deviation from Linearity Sig.). Dengan demikian, disimpulkan bahwa program D’Talkshow BKTV memang memiliki pengaruh pada perilaku audien, namun hubungan antara pengaruh program dan perilaku audien tersebut tidak bersifat linear secara signifikan.
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