Investigating The Effects of Audio Exposure toward Podcast Listener Loyalty via Theory of Planned Behavior (A Study on Urban Millennials in Jakarta)

Abstract

The purpose of this study was to determine the effect of audio exposure on podcast listener loyalty through the theory of planned behavior. This research method uses quantitative research methods using SEMPls. The results showed that there was an indirect effect on the frequency of AOD exposure that was positively related to individual attitudes towards AOD loyalty. While the frequency of AOD exposure is positively related to accepted subjective norms, there is no indirect effect of AOD exposure frequency related to subjective norms on AOD loyalty. While the frequency of AOD exposure has a positive but not significant effect on individual AOD loyalty, there is no indirect effect on the frequency of AOD exposure that is positively related to the individual's perceived behavioral control on AOD loyalty. Meanwhile, AOD has a positive and significant effect on AOD-Loyalty. Perceived subjective norm has a positive and significant effect on AOD loyalty attitudes. Perceived subjective norms have a positive but not significant effect on individual AOD loyalty. Perceived subjective norm has a positive and significant effect on AOD loyalty perceived control. From these results obtained a hypothesis which states that Perceived behavior control related to AOD is positively related to AOD loyalty attitudes and Perceived Behavior Control over AOD is positively related to AOD Loyalty. Perceived Behavior Control has a positive and significant effect on AOD Loyalty.