Abstract
Radio advertising is all forms of non-personal presentation and promotion of ideas, goods or services that require payment and disseminated through radio media. The purpose of this study was to examine the effect of radio advertising on the choice of restaurant commuters which was moderated by attitude and information seeking. This research was conducted on commuters who traveled using four-wheeled vehicles from or to Denpasar City. The research sample was 132 respondents. Questionnaires became a means of collecting data in this study. The data processing technique in this study is the Moderated Regression Analysis (MRA) with the SPSS program. Based on the results of data processing, it is known that radio advertising has a significant positive influence on the choice of restaurant commuters. The attitude strengthens the influence of radio advertising on restaurant choices. Information seeking strengthens the influence of radio advertising on restaurant choices.
 Keywords: radio advertising, attitude, information search, restaurant choice
Highlights
Radio advertising is all forms of non-personal presentation and promotion of ideas
The purpose of this study was to examine the effect of radio advertising on the choice
of restaurant commuters which was moderated by attitude and information seeking
Summary
Tabel 2. menunjukkan proporsi komuter laki – laki dan perempuan berdasarkan jenis kelamin. Menunjukkan proporsi komuter laki – laki dan perempuan berdasarkan jenis kelamin. Pada tabel 2 dapat diketahui jumlah komuter laki – laki sebanyak 51 orang responden (38,64%) dan komuter perempuansebanyak 81 orang (61,36%). Informasi ini memberikan gambaran bahwa komuter yang bepergian untuk bekerja dan beraktivitas secara rutin menggunakan kendaraan roda empat dari Denpasar atau ke Denpasar dalam penelitian ini mayoritas adalah perempuan
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