Radio Suria FM Sabah: a study on impact of radio advertisements (radio commercials) towards consumer in Kota Kinabalu / Sabariah Bulug

This study aims to analyze the impact of radio advertisements (radio commercials) of Suria FM Sabah towards consumer in Kota Kinabalu and attempts to determine the factor that influences their consumers to listen the radio commercials. This study may help a company to improve their station where impact given by consumers. The research, an area Kota Kinabalu as the research scope and survey had been conducted used questionnaires to distribute. The respondents had been selected are 120 consist of listeners. Sampling method was selected randomly from the suria FM's database. To conclude, the study also point out that the most factors affecting that influencing listeners to listen radio commercials Suria FM Sabah are information message delivery with 16.50 of mean, compare to other factor such as emotional appeal effect, timing effect and sound effect are least affect the factor. The radio commercials are gave effective to consumer of radio Suria FM Sabah.