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O. BAB 1 (Bab1.Pdf) BAB I PENDAHULUAN 1.1 Gambaran Umum Objek Penelitian 1.1.1 Profil PT.Pikiran Rakyat PT.Pikiran Rakyat Bandung adalah sebuah perusahaan yang bergerak dalam bisnis media massa. Perusahaan ini berdiri pada tanggal 24 maret 1966 dan berpusat di kota Bandung. Pada tanggal 9 april 1973, bentuk badan hukum PT Pikiran Rakyat Bandung di ubah dari yayasan menjadi perseroan terbatas dengan nama PT Pikiran Rakyat Bandung. Pada tahun 1986 Pikiran Rakyat dapat merambah keseluruh kawasan Jawa Barat dan memantapkan diri sebagai koran regional masyarakat berbasis provinsi, sekaligus sebagai yang terbesar di kawasan Jawa Barat dengan slogan Dari Rakyat, Oleh Rakyat, Untuk Rakyat.Sejalan dengan perkembangan teknologi, Pikiran Rakyat tidak hanya menyampaikan berita melalui koran yang diterbitkan setiap harinya, namun juga melalui media elektronik yang diakses melalui website resmi PT Pikiran Rakyat Bandung. Dari Pikiran Rakyat kemudian lahir PT Granesia sebagai perusahaan percetakan dan penerbitan, lalu surat kabar Mitra Bisnis(semula bernama Mitra Desa), tabloid berbahasa Sunda Galura dan surat kabar Mitra Dialog yang berkedudukan di Cirebon. Lalu pada tahun 1999 , terbitlah harian umum Galamedia sebagai koran lokal Bandung. Pakuan yang terbit di Bogor, Priangan di Tasikmalaya, dan Fajar Banten di Serang. Perusahaan kemudian mendirikan radio Parahyangan yang kemudian berganti nama menjadi Mustika FM, pada januari 2009 Radio Mustika FM berubah nama menjadi Radio PR FM. 1.1.2 Lokasi Pikiran Rakyat - Redaksi : Jln.Soekarno-Hatta No.77 Bandung 40111 Pos 1254,Telp.(022)4201634;4219194 - Pusat : Jln.Asia Afrika No.77 Bandung40111 Telp.(022)4220770,(022)42016343. 1 1.1.3 Logo Perusahaan Dan Artinya Gambar 1.1 Logo PT.Pikiran Rakyat Sumber: PT.Pikiran Rakyat Maksud dari logo perusahaan diatas adalah Pikiran Rakyat diartikan sebagai media yang memiliki peranan yang penting dalam mencerdaskankehidupan bangsa melalui fungsi pers yang mendidik. Logo diatas juga mengandung arti kesatuan dari jargon yang di usung surat kabar tersebut yaitu : ”dari rakyat-oleh rakyat-untuk rakyat” . 1.1.4 Budaya Kerja Budaya kerja yang ditanamkan kepada seluruh karyawan PT.Pikiran Rakyat adalah: Disiplin dalam segala bidang. - Tertib dalam administrasi - Disiplin dalam pengaturan waktu Bekerja dengan gigih dan ulet. 1.1.5 Struktur Organisasi PT Pikiran Rakyat memiliki struktur oraganisasi yang terdiri dari beberapa bagian. Adapun struktur oraganisasi dari PT Pikiran Rakyat Bandung dapat dilihat pada gambar 1.2 berikut ini : 2 Gambar 1.2 Struktur Organisasi Direktur Utama Direktur Sekretaris Sistem Direktur Bisnis Operasional Perusahaan Pengendalian Internal Penelitian SIM SDM Sirkulasi & Pengembangan Marketing Keuangan umum Iklan Communication Akuntansi Produksi Produksi Sumber:PT.Pikiran Rakyat 3 1.1.6 Visi Dan Misi Pikiran Rakyat Visi Harian Umum Pikiran Rakyat dilahirkan untuk menjadi tuan rumah yang dominan di Jawa Barat yang akan terus maju , tumbuh,dan berkembang baik sebagai institusi sosial maupun bisnis. Misi Sebagai institusi social dan bisnis, Pikiran Rakyat dilahirkan untuk berkiprah dan berperan serta dalam pembangunan bangsa dan Negara, khusunya di Jawa Barat, termasuk pembangunan kualitas manusianya yang mencakup: 1. Kualitas keimanan dan ketakwaan kepada Tuhan Yang Maha Esa, serta ketaatan melaksanakan segala yang di perintahkan-Nya dan menjauhi segala yang dilarang-Nya. 2. Kualitas pemahaman dan penghayatan nilai-nilai luhur Pancasila, serta komitmen untuk mengamalkannnya untuk kehidupan pribadi dan kehidupan bermasyarakat. 3. Kualitas pemahaman dan pengahatan atas kewajiban-kewajiban dan hak- hak sebagai warga Negara. 4. Kualitas kehidupan secara materil, serta memiliki etos kerja untuk mewujudkannya. 1.1.7 Jenis Produk Dan Layanan Pikiran Rakyat kini memiliki penerbitan, percetakan, radio dan website yang dimiliki dan dikelola sendiri oleh PT.Pikiran Rakyat. Selengkapnya yang tergabung dalam bendera Pikiran Rakyat itu adalah: A. Penerbitan Surat Kabar Pikiran Rakyat - Alamat Kantor Pusat :Jl.Asia Afrika No.77 Bandung Telp.(022)4220770-4201634,Fax.(022)420362. - Redaksi:Jl.Soekarno Hatta No.147 Bandung Telp.(022)6037755,Fax.(022)6031004. - Format :Surat Kabar. 4 - Terbit : Setiap hari (termasuk hari Minggu) - Halaman : Bervariasi antara 16 s/d 24 halaman setiap terbit. - Tiras :185.000 eksemplar/hari. Mitra Bisnis - Alamat : Jl.Belakang Factory No.2B Bandung Telp.(022)420562- 4205627. - Format : Tabloid - Terbit : Seminggu sekali (Setiap hari Kamis) - Halaman : 16 halaman setiap terbit - Tiras : 40.000 eksemplar Kabar Cirebon - Alamat : Jl.RA.Kartini No.7 Cirebon Telp.(0321)204440-210541 - Format : Surat kabar - Terbit : Seminggu tiga kali,selebihnya akan dijadikan koran harian. - Halaman : 8 halaman setiap terbit. - Tiras : 40.000 eksemplar. Tabloid Sunda Galura - Alamat: Jl.Belakang Factory No.2A Bandung Telp (022)420305- 4205256 - Format : Tabloid - Terbit : Seminggu sekali(setiap hari Jum’at) - Halaman : 16 halaman setiap terbit - Tiras : 40.000 eksemplar Galamedia - Alamat:Jl.Sekelimus Barat No.6 Bandung Telp(022)751186,Fax.(022)750009 - Format : Surat kabar - Terbit : Setiap hari(kecuali hari Minggu) - Halaman : 8 halam setiap hari - Tiras : 50.000 eksemplar Priangan 5 - Alamat :Jl.Dinding Ari Raya No.12 Komplek Panglayungan Tasikmalaya .Telp(0256)335300,Fax(90256)33567 - Format : Surat kabar - Terbit : Seminggu dua kali(Setiap hari Rabu dan Sabtu) - Halaman : 8 halaman setiap hari - Tiras : 30.000 eksempalar Fajar Banten - Alamat : Jl.Jend Achmad Yani No.72 Serang Telp(0254)216123- 216125 - Format : Surat kabar - Terbit : Setiap hari(kecuali hari Minggu) - Halaman : 8 halam setiap hari - Tiras : 20.000 eksemplar B. Percetakan Perusahaan yang mencetak penerbitan Harian Umum Pikiran Rakyat adalah PT.Granesia, yang beralamat di Jl.Sekelimus Barat No.6 Bandung No.6 Telp(022)7562929-7569339-7568111. Bidang usaha selain percetakan dan penerbitan, Grup Pikiran Rakyat juga menerima berbagai barang percetakan dari luar. C. Siaran Radio PT.Pikiran Rakyat memiliki Radio Siaran yaitu “Mustika FM”yang lebih dikenal dengan nama “PR FM”dengan frekuensi 107.55 FM. Berlamat di Jl.Sekelimus Barat No.6 Bandung Telp(022)7562626. D. Pikiran Rakyat Online PT.Pikiran Rakyat memiliki situs online di alamat www.pikiran-rakyat.com atau yang lebih dikenal dengan PR-Online.Pada bulan Maret 2015 website ini dikunjungi oleh rata-rata12.944 pengunjung perharinya. 1.1.8 Pesaing PT. Pikiran Rakyat adalah perusahaan yang bergerak dalam bidang informasi berbentuk surat kabar harian umum Pikiran Rakyat, merupakan salah 6 satu dari sekian banyak perusahaan yang berusaha untuk memimpin pasar. Kepala Seksi Pengembangan Sumber Daya Manusia PT. Pikiran Rakyat mengatakan bahwa pesaing utama Pikiran Rakyat saat ini adalah : Pesaing langsung seperti : Kompas, Media Indonesia, Tribun Jabar, Republika, Tempo, Suara Merdeka dan Bisnis Indonesia. Pesaing tidak langsung : Media Televisi,Radio, Internet (situs-situs berita online dan sosial media) dan Majalah 1.1.9 Segmentasi Produk Berikut adalah peta penyebaran pembaca koran Pikiran Rakyat berdasarkan wilayah penjualan korannya Gambar .1.3 Sebaran Geografis Pembaca Koran Pikiran Rakyat Sumber :PT.Pikiran Rakyat 7 1.2 Latar Belakang Penelitian Persaingan antar perusahaan media cetak atau koran di Indonesia semakin ketat.Menurut data yang diperloeh dari situs resmi Dewan Pers Indonesia www.dewanpers.or.id surat kabar di Indonesia mengalami pertumbuhan dalam dua tahun terakhir. Grafik 1.1 Pertumbuhan Media Cetak di Indonesia 350 300 250 Pertumbuhan Surat Kabar di Indonesia 200 Tahun 2013 berjumlah 215 150 Tahun 2014 berjumlah 311 100 50 0 Tahun 2013 Tahun 2014 Sumber : www.dewanpers.or.id diakses 21/9/2015 Dari grafik dapat dilihat bahwa dari tahun 2013 sampai ke tahun 2014 terjadi pertumbuhan dimana terjadi pertambahan surat kabar sebanyak 96 surat kabar. Di Jawa Barat sendiri ada 30 media cetak yang terbit pada tahun 2014 dengan rincian sebagai berikut : a. Koran :Terbit Harian 15,Terbit Mingguan 8,Terbit Bulanan 1. b. Majalah :Terbit Mingguan 1,Terbit Bulanan 2. c. Tabloid :Terbit Mingguan 1,Terbit Bulanan 2. 8 Namun meningkatnya jumlah media cetak di Indonesia berbanding terbalik dengan jumlah pembacanya yang semakin menurun dari tahun ke tahun karena di pengaruhi beberapa faktor. Berdasarkan hasil survey yang dilakukan oleh Nielsen media research pada tahun 2014 di lima kota besar di luar Jawa yang meliputi Medan, Palembang, Denpasar, Makassar dan Banjarmasin dan di lima wilayah kota besar di Jawa yang meliputi Jakarta dan Bodetabek dan Gerbangkertasila (Kabupaten Gresik,Bangkalan,Mojokerto, Mojokerto, Surabaya, Sidoarjo, Lamongan), Bandung, Semarang, Yogyakarta dan Sleman Bantul. Grafik 1.2 Presentase Pembaca Koran di Indonesia Jumlah Sampel Pembaca Koran di 10 Kota di Indonesia Dari Tahun 2010-2014 16% 14% 12% 10% Jumlah Sampel Pembaca 8% Koran di 10 Kota di Indonesia 6% Dari Tahun 2010-2014 4% 2% 0% 2010 2011 2012 2013 2014 Sumber www.nielsen.com di akses 21/9/2015 Berdasarkan grafik di atas, berdasarkan sampel yang diambil dari 10 kota di Indonesia dapat dilihat bahwa jumlah pembaca koran yang dijadikan sampel oleh Nielsen di sepuluh kota besar di Indonesia semakin menurun dari tahun ke tahun selama lima tahun terakhir dari tahun 2010 sampai dengan 2014. Yang semula pada tahun 2010 sebesar 15%,tahun 2011 sebesar 14%,tahun 2012 sebesar 13,7%,2013 sebesar 13% dan pada tahun 2014 hanya sebesar 12 %. Hal ini menunjukan bahwa jumlah pembaca koran dari tahun ke tahun semakin mengalami penurunan, sedangkan hal tersebut berbanding
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