PERCEPTUAL MAPPING BASED ON ATTRIBUTES AS A BASIS IN POSITIONING OF SURYA PRINTED NEWSPAPER IN SURABAYA

Title: PERCEPTUAL MAPPING BASED ON ATTRIBUTES AS A BASIS IN POSITIONING OF 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

Even though in many places the print newspaper business is growing negatively and has even been closed, in other places it is reported that there are still opportunities to attract young readers. That readers aged over 18 years still prefer printed newspapers to the internet. Management can take advantage of opportunities like this, by building the perception of young adult readers through positioning strategies. This research wants to know the perceptions of young adult readers in Surabaya regarding the importance of the attributes of a printed newspaper, the performance of the attributes of several printed newspapers, the perceptual map based on attributes, and the positioning of the printed newspaper SURYA among its main competitors. This research was carried out using a survey method of 303 young adult readers and interviews with media practitioners and observers in Surabaya. Then the data is analyzed through methods such as descriptive analysis, Euclidian Distance analysis, and Importance-Performance analysis. The statistical techniques used are testing the validity and reliability of the data, then testing the hypothesis on the significance of the model. The results of this research reveal that young adult readers' perceptions of the performance of a printed newspaper are lower than their perceptions of the importance of news content, newspaper features, and design and style for a printed newspaper. Then, the perception of young adult readers regarding the performance of the SURYA print newspaper is in a slightly lower position than the main competitor but 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 option for management to place, the SURYA printed newspaper, in the minds of readers, both in the young adult 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/