Analysis of the Influence of Big Five Personality Traits (Ocean) on Behavior Intention to Listen Radio Services

Conventional radio remains the primary choice for a significant number of radio listeners in Indonesia. However, the use of conventional radio has experienced a decline in recent years. One of the factors contributing to the decrease in radio listenership is programming that does not align with the audience segments. This can occur due to a lack of understanding within the radio industry regarding the characteristics of listeners and their preferences, especially in psychological aspects. A commonly used approach in the professional world is the Big Five Personality Traits. This research investigates the influence of Big Five Personality Traits on the Behavioral Intention to Listen to Radio. A quantitative approach involving 300 radio listeners as respondents was employed. Structural Equation Modeling (SEM), assisted by SmartPLS, was utilized to analyze the data in this research. The findings indicate that Big Five Personality Traits have a positive influence on the behavioral intention to listen to radio services.