Adini, Adini (2024) ANALISIS BRAND EQUITY RADIO XCHANNEL 103.2 FM DALAM PERSAINGAN INDUSTRI PENYIARAN RADIO DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
As the number of radio listeners decreases, PT. Radio Banten Swaragraha Gemilang, as a broadcasting institution for Radio Xchannel 103.2 FM station, is now faced with the challenge of continuing to innovate and develop its services in order to remain relevant in an increasingly competitive broadcasting industry. In this context, it is important for Radio Xchannel to understand listener expectations and increase their creativity. Radio Xchannel 103.2 FM must have strong brand equity to be able to compete and dominate the market, especially in Serang City. This research uses a descriptive quantitative approach with survey, interview and questionnaire methods as data collection instruments. Samples were taken using judgmental sampling techniques. The focus of the research is Radio Xchannel's brand equity, analyzed through four main elements: brand awareness, brand association, perceived quality, and brand loyalty. The research results show that Radio Xchannel's brand awareness has succeeded in occupying the top of mind position in Serang City. Its brand association includes a positive image as a youth radio, playing the latest pop and western songs, and providing the most up-to-date information. Perceived quality analysis shows positive attributes, especially sound quality during broadcasts. However, in brand loyalty, the inverted pyramid has not yet been fully formed, indicating that Radio Xchannel still needs to strengthen its brand equity. In the competitive context of the broadcasting industry, Radio Xchannel needs to continue to improve brand equity elements to remain relevant and win competition in the market.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Seiring menurunnya jumlah pendengar radio, PT. Radio Banten Swaragraha Gemilang, sebagai lembaga penyiaran stasiun Radio Xchannel 103.2 FM, kini dihadapkan pada tantangan untuk terus berinovasi dan mengembangkan layanannya guna tetap relevan di industri penyiaran yang semakin kompetitif. Dalam konteks ini, penting bagi Radio Xchannel untuk memahami harapan pendengar dan meningkatkan kreativitasnya. Radio Xchannel 103.2 FM harus memiliki brand equity yang kuat untuk dapat bersaing dan menguasai pasar, khususnya di Kota Serang. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode survei, wawancara, dan penyebaran kuesioner sebagai instrumen pengumpulan data. Sampel diambil melalui teknik judgmental sampling. Fokus penelitian adalah brand equity Radio Xchannel, dianalisis melalui empat elemen utama: brand awareness, brand association, perceived quality, dan brand loyalty. Hasil penelitian menunjukkan bahwa brand awareness Radio Xchannel berhasil menduduki posisi top of mind di Kota Serang. Brand association-nya mencakup citra positif sebagai radio anak muda, pemutaran lagu pop dan barat terkini, serta penyedia informasi ter-update. Analisis perceived quality menunjukkan atribut positif, khususnya kualitas suara saat siaran. Namun, dalam brand loyalty, piramida terbalik belum terbentuk sepenuhnya, menandakan bahwa Radio Xchannel masih perlu memperkuat brand equity-nya. Dalam konteks persaingan industri penyiaran, Radio Xchannel perlu terus meningkatkan elemen brand equity untuk tetap relevan dan memenangkan persaingan di pasar. | |||||||||
| Uncontrolled Keywords: | Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Radio, Broadcasting Industry Competition. Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Radio, Persaingan Industri Penyiaran. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Adini Adini | |||||||||
| Date Deposited: | 24 Jan 2024 10:59 | |||||||||
| Last Modified: | 24 Jan 2024 10:59 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/32468 |
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