FACTORS AFFECTING TV CONSUMERS' CHOICE IN YOGYAKARTA REGION

This study has focused on revealing the influential factors in the choice of TV channels made by TV audiences, as well as examining the influence of BAW, PQ, BAS, BL on BE, the impact of BE on BP and PI, and the influence of BP on PI. To achieve this goal, the author uses a mixed method. From qualitative studies, the author uses FGD as a method of data collection, while from quantitative studies, use is made of surveys, through questionnaires that are distributed to respondents directly. The respondents involved in the study were 2,102 people who were selected using the cluster random sampling technique in the Yogyakarta region. This region is often called Indonesia in miniature because its ethnic plurality is similar to that of the whole country. The author has carried out linear research, specifically handling qualitative studies first, followed by quantitative studies. The qualitative studies were conducted in order to compile various items for the questionnaire used in the quantitative research. The research uses product-moment correlation analysis and simple linear regression, with a significance of 0.05. Data processing was carried out using SPSS 20 software. The results of the study prove that the audience is active and has several subjective motives in choosing TV channels that can meet and satisfy their needs. BAW, PQ, BAS, and BL variables influence BE. BE also affects BP and PI, and there is also an impact of BP on the PI variable. All impacts are positive and significant. This dissertation is divided into six parts. The introduction explains the background of the study, the research problem gap, and the aims and objectives of the study. Chapter 1 explains in detail the research objectives, followed by the theoretical basis used to construct the research objectives and research hypotheses. Chapter 2 briefly explains the literature review related to the TV business and brand equity, brand preference, and purchase intention. In this chapter the author describes the previous research which is relevant to the study. At the end of this chapter, the author explains the fundamental theories used, provides a theoretical definition, the proposed theoretical model of the dissertation, and the background to the study. Chapter 3 briefly explains how the research is designed and carried out. In this section, the author describes the research approach applied, the form and category of data used, and the flow of the methodology used. Short descriptions of the locations and objects of the study are also provided in this section. Also, the author describes the steps undertaken in the qualitative and quantitative research. In the qualitative research section, the author explains the FGD as the method of obtaining data. The author describes the types of FGD, procedures, and FGD participants. In the quantitative research section, the author describes the kind of research, the researcher interference, study settings, operational definition, and the development of research instruments. In the quantitative study, the author also explains the research analysis unit, the time horizon, the sample, data collection process, and the data analysis used in the quantitative research. Chapter 4 reveals the research findings, which are divided into two main sections, namely qualitative and quantitative research findings. In the qualitative research section, the author describes the development of the TV business in Indonesia and Yogyakarta to provide an overview of the research context, followed by a description of the profiles of the 15 TV stations studied. The author also explains the implementation of the FGDs by revealing the factors that influence the audience’s choice of TV channels. To deepen the analysis, the author completes the analysis of the quality of TV stations studied according to the FGD participants. In the first part of quantitative research findings, the author explains the results of cross-tabulation data. The author also reveals the research findings on the correlation and regression tests on each variable, followed by factor analysis. At the end of the chapter, the author describes the profile of the TV audience of Yogyakarta. Chapter 5 contains conclusions and research recommendations based on the qualitative and quantitative research findings. At the end of the research, the author describes the factors that influence the audience’s choice of TV channels and the conclusions related to the research hypothesis. Then, in the recommendations section, the author gives some recommendations, in two categories. First, those relating to the theory of the research, which are addressed to researchers, and second, advice addressed to professionals who are involved in the TV broadcasting business. The author also writes clearly about research weaknesses that need attention from future researchers. Chapter 6 deals with the main conclusion and novel findings. In this chapter, the author summarizes the primary outcome of the research