Theory of planned behavior applied to private local television broadcast audiences in Yogyakarta

WIDAYATSARI, Yohanasani, B.M. Purwanto, Dr.,MBA

2005 | Tesis | Magister Manajemen

Undang-undang Penyiaran No.32/2002 menandai era baru pertelevisian di Indonesia. Sebelum terbitnya undang-undang tersebut semua siaran televisi swasta dipusatkan dari Jakarta, sehingga tidak ada kesempatan untuk memperkenalkan budaya daerah sebagai kekayaan yang patut dikembangkan. Dengan diberikannya izin siaran bagi televisi lokal, budaya daerah dapat dikembangkan sebagai materi siaran sesuai daerah masing-masing. JogjaTV adalah salah satu televisi swasta lokal di Yogyakarta yang memulai siaran pada tanggal 16 Agustus 2004. Televisitelevisi lokal tersebut harus dapat meningkatkan usaha dalam rangka menarik perhatian pemirsa karena sumber daya mereka yang terbatas dibandingkan dengan televisi swasta nasional. Penelitian ini bertujuan untuk mengukur sikap terhadap perilaku menonton JogjaTV (attitude toward watching JogjaTV), norma subjektif (subjective norm), dan kontrol keperilakuan (perceived behavioral control) sebagai variabel bebas terhadap niat menonton JogjaTV (intention to watch JogjaTV) sebagai variabel terikat, sesuai dengan Theory of Planned Behavior (TPB). Dalam penelitian ini digunakan kombinasi metode convenience dan judgement untuk pengambilan sampel. Tes awal yang dilakukan pada 30 responden menemukan bahwa semua variabel item yang digunakan sahih sehingga dapat digunakan dalam analisis lebih lanjut pada 100 responden. Hasil karakteristik responden menunjukkan bahwa kebanyakan mereka adalah pria (51%), berusia 20-29 tahun (39%), berpendidikan SMA (47%), merupakan pelajar/mahasiswa (30%), menikah (54%), dan menonton televisi selama 3-10 jam setiap minggu (59%). Regresi linier berganda dalam penelitian ini menunjukkan bahwa semua variabel bebas berpengaruh positif dan signifikan terhadap variabel terikat. Model regresi yang dihasilkan adalah B ~ BI = 0.349 Ab + 0.214 SN + 0.308 PBC. Model ini menunjukkan bahwa sikap terhadap perilaku menonton JogjaTV berpengaruh paling besar terhadap niat berperilaku, dibandingkan dengan kontrol keperilakuan dan norma subjektif. Dengan demikian, dapat dikatakan bahwa keputusan menonton JogjaTV merupakan pilihan perorangan. Koefisien determinasi r2 menunjukkan bahwa 54.2% dari sikap berperilaku, norma subjektif, dan kontrol keperilakuan bersama-sama menjelaskan hasil dari niat berperilaku. Sebanyak 45.8% sisanya dijelaskan oleh faktor lain diluar variabel TPB. Hasil analisis niat berperilaku menunjukkan bahwa niat pemirsa untuk menonton JogjaTV masih rendah (42%). Perusahaan perlu melakukan upaya pemasaran untuk meningkatkan minat pemirsa untuk menonton JogjaTV.

The launching of Broadcasting Code Number 32/2002 marked a new era of broadcasting in Indonesia. Before that, all private television stations were broadcasted centrally from Jakarta. There was no space for introducing local cultures as precious assets to develop. In the new era, local private televisions got the permission to broadcast, in order to give more specified offering to local audiences. JogjaTV is one of the private local television stations in Yogyakarta that started broadcasting on 16 August 2004. The local companies must enhance its efforts to win audience’s attention because of their limited resources compared to nationwide broadcasted television stations. This paper is planned to measure attitude toward watching JogjaTV, subjective norm, and perceived behavioral control as the independent variables that significantly predict intention to watch JogjaTV as the dependent variable, derived from Theory of Planned Behavior (TPB). Research was done using the combination of convenience and judgment sampling. Based on the pre test to 30 respondents in the area of Yogyakarta, it was found that all item variables were valid; thus kept for further analysis to 100 respondents. The respondent’s characteristics indicate that most of them are male (51%), aged between 20-29 years old (39%), educated at SMA level (47%), and occupied as students (30%), married (54%), and watch television 3-10 hours/week (59%). Multiple linear regression analysis in this research found that all independent variables significantly and positively affect the dependent variable. The regression model resulted is B ~ BI = 0.349 Ab + 0.214 SN + 0.308 PBC. It shows that attitude toward watching JogjaTV has the most effect in predicting the behavioral intention, compared to perceived behavioral control and subjective norm. It can be said that the decision to watch JogjaTV is an individual preference. Coefficient of determination or r2 indicates that 54.2% of the attitude toward behavior, subjective norm, and perceived behavioral control together are explaining the outcome of behavioral intention. The rest 45.8% are probably explained by other factors beyond the TPB variables included in this research.The result of behavioral intention analysis shows that currently the audiences’ intentions are still low (42%). The company needs to do marketing efforts in order to enhance the likeliness of audiences to watch JogjaTV.

Kata Kunci : Theory of Planned Behavior, JogjaTV