BibTex Citation Data :
@article{JBS14508, author = {Afifah Ratnawati}, title = {ANALISIS POSITIONING DAN SEGMENTASI SURAT KABAR : Suatu Studi tentang Pemetaan persepsi konsumen di kotamadya Malang}, journal = {JURNAL BISNIS STRATEGI}, volume = {8}, number = {6}, year = {2017}, keywords = {Positioning, Segmentations, News paper, Customer Perseptions}, abstract = { This study analyzed consumer perception of daily newspapers in Malang Municipality. This research was conducted based on the fact that in the reformation era, there are a lot of newspapers being published in Indonesia, indicating that the competition in this business field is tight. The objective of this research was to find out the perceived relative image of the nespapers in Malang Municipality, in order to establish the position of each newspaper relative to other competitors from the consumer point of view. The research aimed at identifying the most preferred nespaper based on the attributes used in perceiving nespapers. The research was conducted from November 1998 through January 1999. Purposive sampling and non proporsional random sampling were employed to determine the samples. Purposive sampling was employed to determine target population and the choose the consumer groups of the newspaper studied. Non proportional random sampling was employed to take respondents from every group of newspapers. Their were 105 respondents these were subscribers of Jawa Pos, Surya, Kompas, Republika, Malang Pos, Surabaya Pos and Memorandum. Data analysis used the descriptive model and the graphic as well. From the descriptive approach, it was found that in comparing newspapers, most respondent used the following attributes: 1) national news, 2) objectivity of the news, 3) political news, 4) sosiocultural news, 5) economics and business news, 6) international news, 7) regional news, 8) articles and analysis, 9) sports news, 10) physical appearance, and 11) newspaper distribution. The grafic approach used multi-dementional scaling analysis, cluster analysis, and vector analysis. Graphics approach showed that the position of the newspapers in Malang Municipality on the perceptual map is as follows. Jawa Pos is perceived to be simillar with Surya, while Kompas is also perceived to be simillar with Republika. Memorandum is perceived to be different from Jawa Pos, Kompas, Surya, Surabay Pos, Malang Pos, Kompas, Republika, and Bisnis Indonesia. The grouping of newspapers based on consumer perception of the simillarity of newspapers, shows that there are three segments of newspapers, namely: segments I comprising of Jawa Pos, Surya, surabaya Pos, and Malang Pos, segment II comprising of Kompas, Republika and Bisnis Indonesia and segment III comprising of Memorandum. Another result of the research shows that, if viewed from the vector representation, Jawa Pos, Surya, and Surabaya Pos arliked most by consumers especially on the attributes of regional news, distribution as well as national and sports news. Kompas and Republika are preferred by consumers because of their atrributes of physical performance, article and analysis, economic and business news, national news, political news objectivity, international news, socio cultural news as well as sports. Bisnis Indonesia is preferred because of economic and business news, while Malang Pos and Memorandum are preferred because of regional news presented. }, issn = {2580-1171}, pages = {31--48} doi = {10.14710/jbs.8.6.31-48}, url = {https://ejournal.undip.ac.id/index.php/jbs/article/view/14508} }
Refworks Citation Data :
This study analyzed consumer perception of daily newspapers in Malang Municipality. This research was conducted based on the fact that in the reformation era, there are a lot of newspapers being published in Indonesia, indicating that the competition in this business field is tight.
The objective of this research was to find out the perceived relative image of the nespapers in Malang Municipality, in order to establish the position of each newspaper relative to other competitors from the consumer point of view. The research aimed at identifying the most preferred nespaper based on the attributes used in perceiving nespapers.
The research was conducted from November 1998 through January 1999. Purposive sampling and non proporsional random sampling were employed to determine the samples. Purposive sampling was employed to determine target population and the choose the consumer groups of the newspaper studied. Non proportional random sampling was employed to take respondents from every group of newspapers. Their were 105 respondents these were subscribers of Jawa Pos, Surya, Kompas, Republika, Malang Pos, Surabaya Pos and Memorandum.
Data analysis used the descriptive model and the graphic as well. From the descriptive approach, it was found that in comparing newspapers, most respondent used the following attributes: 1) national news, 2) objectivity of the news, 3) political news, 4) sosiocultural news, 5) economics and business news, 6) international news, 7) regional news, 8) articles and analysis, 9) sports news, 10) physical appearance, and 11) newspaper distribution.
The grafic approach used multi-dementional scaling analysis, cluster analysis, and vector analysis. Graphics approach showed that the position of the newspapers in Malang Municipality on the perceptual map is as follows. Jawa Pos is perceived to be simillar with Surya, while Kompas is also perceived to be simillar with Republika. Memorandum is perceived to be different from Jawa Pos, Kompas, Surya, Surabay Pos, Malang Pos, Kompas, Republika, and Bisnis Indonesia.
The grouping of newspapers based on consumer perception of the simillarity of newspapers, shows that there are three segments of newspapers, namely: segments I comprising of Jawa Pos, Surya, surabaya Pos, and Malang Pos, segment II comprising of Kompas, Republika and Bisnis Indonesia and segment III comprising of Memorandum.
Another result of the research shows that, if viewed from the vector representation, Jawa Pos, Surya, and Surabaya Pos arliked most by consumers especially on the attributes of regional news, distribution as well as national and sports news. Kompas and Republika are preferred by consumers because of their atrributes of physical performance, article and analysis, economic and business news, national news, political news objectivity, international news, socio cultural news as well as sports. Bisnis Indonesia is preferred because of economic and business news, while Malang Pos and Memorandum are preferred because of regional news presented.
Article Metrics:
Last update:
Last update: 2025-04-26 10:06:31
Author(s) Rights
In order for Diponegoro International Journal of Business (DIJB) to publish and disseminate research articles, we need publishing rights (transferred from author(s) to publisher). This is determined by a publishing agreement between the author(s) and DIJB. This agreement deals with the transfer or license of the copyright of publishing to DIJB, while authors still retain significant rights to use and share their own published articles. DIJB supports the need for authors to share, disseminate and maximize the impact of their research and these rights, in any databases.
As an author, you have rights to a large range of uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in DIJB has wide rights to use their works for teaching and scholarly purposes without needing to seek permission, including:
use for classroom teaching by Author or Author's institution and presentation at a meeting or conference and distributing copies to attendees; use for internal training by the author's company; distribution to colleagues for their research use; use in a subsequent compilation of the author's works; inclusion in a thesis or dissertation; reuse of portions or extracts from the article in other works (with full acknowledgement of final article); preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article); voluntary posting on open web sites operated by author or author’s institution for scholarly purposes, (but it should follow the open-access license of Creative Common CC-by-SA License).
Authors/readers/third parties can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (the name of the creator and attribution parties (authors detail information), a copyright notice, an open-access license notice, a disclaimer notice, and a link to the material) and provide a link to the license.
Authors/readers/third parties can read, print and download, redistribute or republish the article (e.g. display in a repository), translate the article, download for text and data mining purposes, re-use portions or extracts from the article in other works, sell or re-use for commercial purposes, remix, transform, or build upon the material, they must distribute their contributions under the same license as the original Creative Commons Attribution-ShareAlike (CC BY-SA).
Copyright Transfer Agreement for Publishing (Publishing Right)
The authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright for publishing (publishing right) of the article shall be assigned/transferred to the Department of Management, Faculty of Economics and Business, Universitas Diponegoro as the publisher of DIJB.
Upon acceptance of an article, authors will be asked to complete a 'Copyright Transfer Agreement for Publishing (CTAP)'. An e-mail will be sent to the Corresponding Author confirming receipt of the manuscript together with a CTAP form by the online version of this agreement.
DIJB, the publisher, and the editorial board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in DIJB are sole and exclusive responsibility of their respective authors and advertisers.
Remember, even though we ask for a transfer of copyright for publishing (CTAP), our journal Author(s) retain (or are granted back) significant scholarly rights as mentioned before.
The Copyright Transfer Agreement for Publishing (CTAP) Form can be downloaded here
View My Stats
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
