Segmentasi siaran berita radio berdasar manfaat dan karakteristik pendengar

RISTIANNI, Erwina, Prof.Dr. Basu Swastha Dharmmesta, MBA

2007 | Tesis | S2 Manajemen

Ditengah maraknya persaingan acara siaran radio dan beragamnya tuntutan keinginan konsumen (pendengar), saat ini beberapa perusahaan penyiaran mencoba melakukan spesifikasi format siaran dalam bentuk siaran berita dan informasi. Persoalannya, pendengar radio bersifat heterogen sehingga jenis berita dan kemanfaatan yang dicari juga berbeda. Untuk melayani konsumen yang heterogen tersebut, penelitian ini berusaha untuk mengelompokkan atau mensegmentasi pasar siaran berita berdasar manfaat dan karekteristik responden. Subyek penelitian 300 pendengar radio di Yogyakarta terutama yang memiliki atensi terhadap masalah-masalah aktual. Pengambilan sample menggunakan metode convenience sampling . Pengukuran Skala nominal untuk variable demografi dan perilaku sedang variable manfaat menggunakan skala Likert. Hasil penelitian menunjukkan bahwa pendengar berita radio terbagi dalam 3 segmen/klaster. Segmen 1 menekankan pada kualitas liputan dengan karakteristik responden pria usia antara 21-25 tahun. Segmen 2 meliputi relevansi berita dan info situasional lokal dengan karakteristik responden pria usia 31-35 tahun Sedang segmen 3 meliputi kompetensi penyiar, berita olah raga dan ragam info dengan karakteristik responden wanita usia 21-25 tahun. Ke tiga segmen tersebut memiliki kesamaan pendidikan terakhir SMU dan mendengarkan radio lebih dari 4 tahun. Hasil analisis conjoint menunjukkan siaran jam 21.00-01.00 paling banyak diminati. Faktor usia kelompok 31-35 tahun lebih suka mendengarkan siaran berita informasi. Pendidikan terakhir Diploma dan pekerjaan sebagai pelajar/mahasiswa lebih dominan dibanding kelompok lainnya. Segmen 1 yakni segmen yang menekankan pada kualitas liputan lebih diminati dibanding segmen lain

In the competition of radio broadcast these days, and for satisfying consumer’s (audience’s) various demands, some broadcasters have tried to specify the form of their news and information broadcast. The audiences which are heterogeneous, is the problem. To solue this problem, there should be different kinds of news and its benefits. In order to satisfy those heterogeneous audiences, this research tried to divide the market of news broadcast into groups, based on benefits and audience’s characteristics. The subjects of this research were 300 respondents. They were audiences who give attentions to the actual problems. Respondents selected were those who have been living in the city of Yogyakarta. Convenience sampling method was used. Nominal scale was used in two variables measurement, they were demography and behavior. Likert scale was used in benefit measurement. The research findings show that audiences were divided into three segments. The first segment emphasizes on the quality of news. The respondent’s characteristics of this segment are male, 21–25 years old. The second segment consists of relevancies of news and local situational information, with respondent’s characteristics are male, 31–35 years old. The last segment consists of competencies of radio-announcer, sports news, and the variety of information, with respondent’s characteristics are female, 21–25 years old. Beside different characteristics, these three segments have the same characteristics, they are high school graduated and have listened to the radio more than four years. The conjoint analysis shows that time 9pm–1am is favorite time to the audiences. The present research also shows that the group of 31–35 years old audiences is the group which is most interested in information news. Diploma graduated and student is dominant, and the first segment which emphasizes on the quality of news is favorite segment.

Kata Kunci : Manajemen Pemasaran,Segmen Pasar,Berita Radio,segment/cluster, quality, relevance, variety, conjoint