Analysis of Consumer Preferences in Assessing the Attributes of the Marketing Mix of RCTI's Live Streaming
https://doi.org/10.35877/454RI.qems3754
Keywords:
television, live streaming, digital platform.
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Abstract
Over the past decade, RCTI's live television viewership has tended to decline although it experienced an increase, particularly during the Covid-19 pandemic. This decline in traditional media viewership is particularly pronounced in entertainment programs and news broadcasting. Programs that were once exclusively accessible through traditional media can now be accessed on various digital platforms. This study aims to analyze whether consumer preferences, especially those of Generation Z, who are highly connected to technology, have shifted from watching RCTI television to using digital platforms. Based on conjoint analysis, the results show that 96 respondents from Generation Z in Jabodetabek still prefer to watch entertainment, sports, and news programs broadcast during fixed hours. This finding suggests that RCTI should focus on maintaining consistent broadcast schedules and continue innovating in content production to remain competitive in the increasingly crowded broadcasting industry.
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Bodog, S. A., & Florian, G. L. (2012). Conjoint analysis in marketing research. Journal of Electrical and Electronics Engineering, 5(1), 19–22.
Bogdanowicz, M., Simon, J.-P., & Institute for Prospective Technological Studies. (2012). The digital shift in the media and content industries policy brief. 16.
Bright, L. F. (2020). Taming the Information Beast: Content Customization and Its Impact on Media Enjoyment for Online Consumers. Online Journal of Communication and Media Technologies, 4(3). https://doi.org/10.29333/ojcmt/2479
Chaffey, D., Ellis-Chadwick, F., Aghazadeh, H., & Khoshnevis, M. (2024). Digital Marketing : Strategy, Implementation and Practice. Sixth Edition. Digital Marketing Technologies, Bab 7 Hal 354-410.
Cunningham, S., & Craig, D. (2017). Being ‘really real’ on YouTube: authenticity, community and brand culture in social media entertainment. Media International Australia, 164(1), 71–81. https://doi.org/10.1177/1329878X17709098
Eggers, F., Sattler, H., Teichert, T., & Völckner, F. (2021). Choice-Based Conjoint Analysis. Handbook of Market Research, 781–819. https://doi.org/10.1007/978-3-319-57413-4_23
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Felszeghy, S., Pasonen-Seppänen, S., Koskela, A., Nieminen, P., Härkönen, K., Paldanius, K. M. A., Gabbouj, S., Ketola, K., Hiltunen, M., Lundin, M., Haapaniemi, T., Sointu, E., Bauman, E. B., Gilbert, G. E., Morton, D., & Mahonen, A. (2019). Using online game-based platforms to improve student performance and engagement in histology teaching. BMC Medical Education, 19(1). https://doi.org/10.1186/s12909-019-1701-0
Fotopoulos, S. (2023). Traditional media versus new media: Between trust and use. European View, 22(2), 277–286. https://doi.org/10.1177/17816858231204738
Ghozali Imam. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Semarang, Universitas Diponegoro, 490.
Giertz, J., Weiger, W. H., Törhönen, M., & Hamari, J. (2020). Understanding the what and how of successful social live streaming. CEUR Workshop Proceedings, 2637, 167–176.
Gillespie, T. (2021). The Politics of “Platforms.” A Companion to New Media Dynamics, 12(3), 407–416. https://doi.org/10.1002/9781118321607.ch28
Hair, J. F., L.D.S. Gabriel, M., da Silva, D., & Braga Junior, S. (2019). Development and validation of attitudes measurement scales: fundamental and practical aspects. RAUSP Management Journal, 54(4), 490–507. https://doi.org/10.1108/RAUSP-05-2019-0098
Haqqu, R., & Azwar Ersyad, F. (2020). Eksistensi Media Televisi Era Digital Dikalangan Remaja. Jurnal Dinamika Sosial Budaya, 22(1), 38. https://doi.org/10.26623/jdsb.v22i1.2228
Hartmann, T. (2012). Media Entertainment as a Result of Recreation and Psychological Growth. The International Encyclopedia of Media Studies. https://doi.org/10.1002/9781444361506.wbiems112
Hazée, S., Van Vaerenbergh, Y., & Armirotto, V. (2017). Co-creating service recovery after service failure: The role of brand equity. Journal of Business Research, 74, 101–109. https://doi.org/10.1016/j.jbusres.2017.01.014
Jacob Poushter. (2016). Smartphone Ownership and Internet Usage Continues to Climb in Emerging Economies. Pew Research Center, 1–45. http://www.pewglobal.org/2016/02/22/smartphone-ownership-and-internet-usage-continues-to-climb-in-emerging-economies/
Khaleeli, M. (2020). the Effect of Social Media Advertising and Promotion on Online Purchase Intention Journal of Critical Reviews the Effect of Social Media Advertising and Promotion on Online Purchase Intention. Education, August. https://www.researchgate.net/publication/344337458
Kotler, Philip; Keller, K. L. (2000). Marketing Management , Millenium Edition. Marketing Management, 23(6), 188–193.
Kotler dan Armstrong. (2008). Prinsip-prinsip Marketing Edisi Ke Tujuh. Cv. Media Sains Indonesia, 1, 1–38. www.penerbit.medsan.co.id
Lachenbruch, P. A., Lwanga, S. K., & Lemeshow, S. (1991). Sample Size Determination in Health Studies: A Practical Manual. Journal of the American Statistical Association, 86(416), 1149. https://doi.org/10.2307/2290547
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2011). Marketing. South-Western Cengage Learning.
Lee, C. C., Nagpal, P., Ruane, S. G., & Lim, H. S. (2018). Factors Affecting Online Streaming Subscriptions. Communications of the IIMA, 16(1). https://doi.org/10.58729/1941-6687.1394
Malhotra, N. (2020). Marketing Research: An Applied Orientation (What’s New in Marketing) (7th Edition).
Medina, M., Sánchez-Tabernero, A., & Arrese, Á. (2015). Contents as products in media markets. Managing Media Firms and Industries: What’s So Special About Media Management?, 243–259. https://doi.org/10.1007/978-3-319-08515-9_14
Mudra, I., Kitsa, M., & Struhárová, S. (2022). What, How and Why? Tiktok As a Promising Channel for Media Promotion. Media Literacy and Academic Research |, 5(2), 225–237. https://enovosty.com/society/full/2312-zolotye-priiski-tiktok-kto-i-kak-zarabatyvaet-milliony-
Nagle, T. T., & Müller, G. (2017). The Strategy and Tactics of Pricing. The Strategy and Tactics of Pricing. https://doi.org/10.4324/9781315185309
Nissa, I. A., Susilawati, W., Suseno, N., & Hamdani, N. A. (2020). Netflix Consumer Preference Analysis. Jurnal Pendidikan Manajemen Bisnis, 20(2), 42–46.
Peter, J. P., & Olson, J. C. (2009). Consumer Behavior & Marketing Strategy. Dana, 832.
Schauerte, R., Feiereisen, S., & Malter, A. J. (2021). What does it take to survive in a digital world? Resource-based theory and strategic change in the TV industry. Journal of Cultural Economics, 45(2), 263–293. https://doi.org/10.1007/s10824-020-09389-x
Thurman, N. J., Klatt, A., Raj, H., & Taneja, H. (2023). Predicting Streaming Audiences for a Channel’s On-Demand TV Shows: Discerning the Influences of Choice Architecture, Consumer Agency, and Content Attributes. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4317084
Ying, J. (2023). The Impact of Live Streaming Behavior on Consumers’ Consumption Intention. SHS Web of Conferences, 155, 02007. https://doi.org/10.1051/shsconf/202315502007
Zamroni, M. (2021). Halaman 50-59 Dampak konvergensi media terhadap pola menonton televisi indonesia di era digital English Title: The Impact of Media Convergence on Indonesian Television Viewing Patterns in the Digital Age. Jurnal Kajian Media, 5 No 1(Dampak konvergensi media terhadap pola menonton televisi indonesia di era digital), 50–59. http://ejournal.unitomo.ac.id/index.php/ilkom/index
Published
2025-06-30
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Christanti, D., & Eddyono, F. (2025). Analysis of Consumer Preferences in Assessing the Attributes of the Marketing Mix of RCTI’s Live Streaming. Quantitative Economics and Management Studies, 6(4), 582-591. https://doi.org/10.35877/454RI.qems3754
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