Analisis Preferensi Konsumen Dalam Memilih Koran Harian Di Surabaya (Studi Kasus Koran Jawa Pos Dan Surya)

Meganingrum, Leli (2017) Analisis Preferensi Konsumen Dalam Memilih Koran Harian Di Surabaya (Studi Kasus Koran Jawa Pos Dan Surya). Diploma thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Surat kabar atau koran merupakan salah satu media informasi yang diterbitkan dan dicetak pada kertas yang disebut kertas koran yang berisi tentang berbagai berita terkini dalam berbagai topik. Salah satu hasil survei yang dilakukan AC Nielsen pada April-Juni Tahun 2006 menunjukkan hampir semua surat kabar di Indonesia mengalami penurunan jumlah pembaca. Beberapa surat kabar utama mengalami penurunan 20-44%. Situasi seperti ini pula yang telah memicu perubahan strategi sejumlah surat kabar di Indonesia untuk mencoba menghindarkan diri dari keterpurukan lebih jauh. Kemunculan beragam media massa baru di satu sisi menguntungkan konsumen karena mereka bisa mendapatkan banyak alternatif sumber informasi. Namun, di sisi lain juga sangat mengancam industri-industri media cetak yang sudah lebih dulu muncul. Oleh karena itu, banyaknya berbagai jenis koran yang bermunculan, peneliti ingin meneliti mengenai preferensi konsumen dalam memilih koran harian dengan analisis Thurstone Case V, menganalisis perbedaan preferensi konsumen terhadap Koran harian Jawa Pos dan Surya dengan uji hipotesis. Data yang diguanakan adalah data primer hasil survei dengan kuesioner penelitian. Hasil penelitian didapatkan bahwa pembaca Koran harian Jawa Pos dan Surya yang menjadi responden lebih banyak laki-laki daripada perempuan. Selain itu diketahui bahwa dari hasil pengujian dengan metode Thurstone Case V didapatkan bahwa prioritas utama pembaca Koran dalam memilih Koran harian adalah headline Koran yang menarik, serta didapatkan bahwa terdapat perbedaan preferensi konsumen terhadap Koran Jawa Pos dan Surya dari factor kualitas isi dan fisik, manfaat, pemasaran serta ketanggapan pembaca. =========================================================================================== Newspaper or newspaper is one of the media information published and printed on paper called newsprint which contains about the latest news on various topics. One of the results of a survey conducted by AC Nielsen in April-June 2006 shows that almost all newspapers in Indonesia have decreased the number of readers. Some major newspapers have decreased by 20-44%. This situation has also triggered a change of strategy for a number of newspapers in Indonesia to try to avoid further deterioration. The emergence of a variety of new mass media on the one hand is beneficial to consumers because they can get many alternative sources of information. However, on the other hand is also very threatening print media industries that have already appeared. Therefore, the number of different types of newspapers emerging, researchers want to examine the preferences of consumers in choosing a daily newspaper with Thurstone Case V analysis, analyzing the differences in consumer preference to the daily newspaper Jawa Pos and Surya with hypothesis testing. The data used is the primary data of the survey results with the research questionnaire. The result of the research shows that readers of Jawa Pos and Surya daily newspaper are respondents more men than women. It is also known that from the test result with Thurstone Case V method it is found that the main priority of newspaper reader in choosing daily newspaper is the interesting Koran headline, and it is found that there are difference of consumer preference to Jawa Pos and Surya newspaper from content and physical quality factor, Marketing and readers' responsiveness.

Item Type: Thesis (Diploma)
Additional Information: RSSt 519.535 4 Meg a-1
Uncontrolled Keywords: Konsumen, Koran Harian, Surat Kabar
Subjects: H Social Sciences > HA Statistics
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions: Faculty of Mathematics and Science > Statistics > (D3) Diploma
Depositing User: Leli Megan Leli Meganingrum Leli Meganingrum
Date Deposited: 27 Oct 2017 06:53
Last Modified: 05 Mar 2019 02:46
URI: http://repository.its.ac.id/id/eprint/42130

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