KUALITAS PROGRAM DAN RELIABILITY SEBAGAI KUNCI KEPUASAN DAN LOYALITAS PELANGGAN MEDIA TELEVISI
Abstract
Penelitian ini bertujuan untuk menginvestigasi pengaruh reliability dan kualitas program televisi terhadap kepuasan dan loyalitas pemirsa di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan survei yang melibatkan populasi pemirsa saluran televisi nasional di Indonesia, dengan sampel sebanyak 384 responden. Data dianalisis menggunakan path analysis untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa secara langsung, reliability dan kualitas program berpengaruh signifikan terhadap kepuasan dan loyalitas pemirsa. Selain itu, secara tidak langsung reliability dan kualitas program berpengaruh signifikan terhadap loyalitas melalui kepuasan. Implikasi praktis penelitian ini adalah pentingnya meningkatkan reliability yang mencakup daya pancar dan pola acara, serta kualitas program yang mencakup keragaman, fleksibilitas, dan daya tarik program untuk meningkatkan kepuasan dan loyalitas pemirsa. Temuan ini memberikan wawasan bagi pengelola media televisi dalam merancang strategi untuk meningkatkan kepuasan dan loyalitas pemirsa saluran media televisi di Indonesia.
ABSTRACT
This study aims to investigate the effect of the reliability and quality of television programs on viewer satisfaction and loyalty in Indonesia. This study uses a quantitative approach with a survey involving the population of national television channel viewers in Indonesia, with a sample of 384 respondents. Data were analyzed using path analysis to test the direct and indirect relationships between variables. The study's results indicate that, directly, reliability and program quality significantly affect viewer satisfaction and loyalty. In addition, indirectly, reliability and program quality significantly affect loyalty through satisfaction. The practical implications of this study are the importance of increasing reliability, which includes broadcast power and program patterns, as well as program quality, which provides for diversity, flexibility, and program appeal to increase viewer satisfaction and loyalty. These findings provide insight for television media managers in designing strategies to increase viewer satisfaction and loyalty of television media channels in Indonesia.
Keywords
References
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DOI: 10.34203/jimfe.v10i2.10462
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