Pengaruh Kualitas Progam Siaran, Brand Image, dań Aksesibilitas Siaran Terhadap Loyalitas Penonton TVONE di Jabodetabek

Prihandono, Guntur (2025) Pengaruh Kualitas Progam Siaran, Brand Image, dań Aksesibilitas Siaran Terhadap Loyalitas Penonton TVONE di Jabodetabek. Tesis (S2) - thesis, Universitas bakrie.

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Abstract

This study aims to analyze the influence of broadcast program quality, brand image, and broadcast accessibility on TVOne viewer loyalty in the Greater Jakarta area. The research focused on understanding the factors influencing audience loyalty to the national news television station in the context of digital media transformation. The approach used was quantitative, using an online survey method using a closed-ended questionnaire based on a seven-point semantic differential scale (1–7), designed to measure audience perceptions and attitudes more sensitively and descriptively. The sampling technique used purposive sampling with the following criteria: respondents residing in Greater Jakarta, aged 17 years and over, and active TVOne viewers in the past month. The sample size was 200 respondents, in accordance with the recommendations of Hair et al. (2017) for Partial Least Squares–Structural Equation Modeling (PLS-SEM) analysis. The study reveals that TVOne viewer loyalty is shaped primarily by a strong brand image and high broadcast accessibility, rather than by the technical quality of its programs. A credible and consistent brand identity fosters trust and emotional attachment, while the ease of accessing TVOne content through multiple digital platforms enhances viewing convenience and engagement. In contrast, program quality alone does not significantly determine loyalty, suggesting that viewers prioritize reliability and accessibility over production aesthetics. These results align with Expectancy Disconfirmation Theory (EDT) and Uses and Gratifications Theory (UGT), indicating that audience satisfaction and loyalty arise when expectations for credible information, convenient access, and trustworthy content delivery are consistently met across media channels. Keywords: Broadcast Program Quality, Brand Image, Broadcast Accessibility, Audience Loyalty, TVOne, Jabodetabek

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Broadcast Program Quality, Brand Image, Broadcast Accessibility, Audience Loyalty, TVOne, Jabodetabek
Subjects:	Marketing > Branding (Marketing) Management > Corporate Strategy Management Research > Market Orientation Thesis > Thesis (S2)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Management
Depositing User:	Guntur Prihandono
Date Deposited:	26 Nov 2025 05:37
Last Modified:	26 Nov 2025 05:37
URI:	https://repository.bakrie.ac.id/id/eprint/12901

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