Faktor-Faktor Yang Mempengaruhi Ekuitas Merek Program Berita Seputar Indonesia

Abstract

The competition in the television news programs put Seputar Indonesia's market share below Liputan 6.The influence of rating and share system is began to change the character of hardnews programs into sensational news. The decrease of quality will reduce the audience, social influence and the business itself. Therefore, branding management and credibility management are of the most appropriate strategy to reinforce brand equity and win the competition.This study aimed to analyze: (1) the appraisal level of Seputar Indonesia's credibility and brand equity. 2) the influence of media credibility on program credibility, and (3) the influence of program credibility on brand equity. This study used convinience sampling and involved 158 respondents. Data processing in this study used PLS. The test results concluded that: (1) evaluation level Seputar Indonesia in three variable not good enaugh. (2) there was an effect of media credibility on programs credibility, (3) programs credibility contributed a great effect on brand equity (86%). R-square of the news program credibility can be explained by the media credibility of 84% and the variation of brand equity can be explained by news program credibility of 73%. ABSTRAK 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%. Kata kunci: program berita, televisi, kredibilitas media , ekuitas merek, partial least square