PENGARUH KREDIBILITAS PROGRAM BERITA TERHADAP EKUITAS MEREK SEPUTAR INDONESIA RCTI
DOI:
https://doi.org/10.24034/j25485024.y2015.v19.i1.66Keywords:
program berita, televisi, kredibilitas media, ekuitas merek, partial least squareAbstract
Kondisi persaingan program berita di televisi yang semakin ketat, menempatkan market share Seputar Indonesia dibawah Liputan 6. Pengaruh rating dan share membuat karakter berita hardnews televisi bergeser ke arah tabloidisasi, yang fokus pada berita sensasional. Menurunnya kualitas akan berpengaruh pada penurunan penonton, pengaruh sosial dan bisnis yang sedang dijalankan. Salah satu strategi bersaing yang paling sesuai dilakukan media untuk memperkuat ekuitas merek programnya adalah memadukan branding management dan credibility management. Penelitian ini bertujuan untuk menganalisis tingkat evaluasi terhadap kredibilitas media, kredibilitas program, ekuitas merek dan menganalisis pengaruh kredibilitas media terhadap kredibilitas program, serta menganalisis pengaruh kredibilitas program terhadap pembentukan ekuitas merek Seputar Indonesia. Penelitian ini menggunakan pendekatan convinience sampling dan melibatkan 158 responden. Pengolahan data menggunakan analisis PLS. Hasil pengujian data menunjukkan: (1) kredibilitas media, kredibilitas program dan ekuitas merek yang dimiliki Seputar Indonesia belum memuaskan. (2) faktor kredibilitas media yang terdiri dari kredibilitas sumber, kredibilitas stasiun televisi dan kredibilitas isi berita mempengaruhi kredibilitas program berita televisi, dan kredibilitas isi berita memberikan nilai pengaruh terbesar. (3) kredibilitas program berita mempengaruhi ekuitas merek Seputar Indonesia sebesar 86%.Nilai R-square ( ) kredibilitas program berita sebesar 84% dan ekuitas merek program berita sebesar 73%.
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