Pengaruh Podcast “Fourcast” (Efek Kognitif, Afektif, dan Behavioral) terhadap Karyawan PT. Perkebunan Nusantara IV Medan

Abstract

This study examines the impact of the Fourcast podcast on the employees of PT. Perkebunan Nusantara IV Medan, aiming to explore its effects on cognitive, affective, and behavioral aspects. In terms of cognition, listeners reported an increased understanding of the topics discussed. Affectively, the Fourcast podcast provided entertainment and enjoyment to its listeners. Behaviorally, the podcast helped listeners utilize the information obtained in their daily work activities. The research employed a questionnaire method and a correlational approach, with a population of 491 employees and a sample of 222 individuals selected using Probability Sampling and Proportional Stratified Random Sampling techniques. Data were collected over five months, focusing on podcast listening habits, attention, duration, understanding, entertainment, emotional connection, emotional influence, information usage, skill improvement, and work motivation. Data analysis was conducted using hypothesis testing through Spearman’s Rho Rank-Order Correlations with SPSS software. The hypothesis test results showed a correlation coefficient (rs) of 0.334 with a significance (sig. 2-tailed) of 0.000, indicating a low effect. Since the significance value is < 0.05, the null hypothesis (Ho) is rejected, and the alternative hypothesis (Ha) is accepted. This study's findings are expected to enhance internal communication effectiveness within the company. The independent variable in this research is the Fourcast podcast, with operational variables of frequency, attention, and duration, affecting the dependent variable, which is the employees of PTPN IV Medan, in the affective, cognitive, and behavioral dimensions. Mass media, including podcasts, significantly impacts communicants in various aspects.