Title: PERCEPTUAL MAPPING BASED ON ATTRIBUTES AS A BASIS FOR POSITIONING THE SURYA PRINTED NEWSPAPER IN SURABAYA

Author: BAMBANG HARYADI

Affiliations : Master of Management Science Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

Although in many places the print newspaper business is experiencing negative growth and has even been closed, in various other places it is reported that there is still an opportunity to attract the interest of young readers. That readers aged over 18 years still prefer print newspapers to the internet. Management can take advantage of this opportunity, by building the perception of young adult readers through positioning strategies. This study aims to determine the perception of young adult readers in Surabaya regarding the importance of attributes of a print newspaper, the performance of attributes of several print newspapers, perceptual maps based on attributes, and the positioning of the SURYA print newspaper among its main competitors. This study was conducted through a survey method of 303 young adult readers and interviews with practitioners and media observers in Surabaya. Then the data were analyzed using methods such as descriptive analysis, Euclidean Distance analysis, and Importance-Performance analysis. The statistical techniques used are data validity and reliability tests, then hypothesis testing for model significance. The results of this study reveal that young adult readers' perceptions of the performance of a print newspaper are in a lower position than their perceptions of the importance of news content, newspaper features, and design and style for a print newspaper. Then, the perception of young adult readers towards the performance of SURYA printed newspaper is in a slightly lower position than its main competitors but is in a higher position than other competitors. Attributes related to the design and style of a printed newspaper, such as a more creative design and a more elegant style, can provide a good choice for management to position SURYA printed newspaper in the minds of readers, both in the young adult group segment and in the niche age group > 30 years.

Keywords: Perception of newspaper readers, Newspaper printing attributes, Perceptual map, Positioning printed newspapers, The print newspaper features, Design and style of printed newspapers

Sources: http://repository.unair.ac.id/37438/