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DOCTORAL (Phd) DISSERTATION DOCTORAL (PhD) DISSERTATION RENDRA WIDYATAMA Debrecen 2019 UNIVERSITY OF DEBRECEN FACULTY OF ECONOMICS AND BUSINESS Institute of Marketing and Commerce KÁROLY IHRIG DOCTORAL SCHOOL OF MANAGEMENT AND BUSINESS Head of the Doctoral School: Prof. Dr. Péter Balogh, university professor, D. Sc FACTORS AFFECTING TV CONSUMERS' CHOICE IN YOGYAKARTA REGION Prepared by: Rendra Widyatama Supervisor: Dr. HABIL POLERECZKI ZSOLT Associate Professor DEBRECEN 2019 FACTORS AFFECTING TV CONSUMER’S CHOICE IN YOGYAKARTA REGION The aim of this dissertation is to obtain a doctoral (Ph.D.) degree in the scientific field of “Business and Management” Written by: Renda Widyatama................... certified ............................................................... Doctoral final exam committee: name academic degree Chair: ............................................................... ...................................................... Members: ............................................................... ...................................................... ............................................................... ...................................................... ............................................................... ...................................................... Date of the doctoral final exam: …. ........................................... Reviewers of the Dissertation: Name, academic degree signature ............................................................................................... .................................................... ............................................................................................... ..................................................... Review committee: Name, academic degree signature Chair: ...................................................................... ...................................................... Secretary: ...................................................................... ...................................................... Members: ...................................................................... …………………………………. ....................................................................... ...................................................... ....................................................................... ...................................................... ....................................................................... ...................................................... ....................................................................... ...................................................... Date of Defending the Dissertation: 2019. List of Abbreviations Adi TV = Arah Dunia Television AN TV = Andalas Television ASEAN = Association of Southeast Asian Nations BAS = Brand Associations BAW = Brand Awareness BL = Brand Loyalty BP = Brand Preference BPS = Central Bureau of Statistics CBBE = Consumer Based Brand Equity CFA = Confirmatory Factors Analysis D.I. Yogyakarta = Special Region of Yogyakarta EBBE = Employee Based Brand Equity FBBE = Firm Based Brand Equity EMTEK = Elang Mahkota Tekonologi JHS = Junior High School Kominfo = Communication and Informatics KPI = Indonesia Commission Broadcasting KPID = Regional Indonesian Broadcasting Commission MENPEN = Menteri Penerangan MNC TV = Media Citra Television Net TV = News & Entertainment Television PI = Purchase Intention PQ = Perceived Quality RB TV = Reksa Birama Television RCTI = Rajawali Citra Televisi/Rajawali Citra Television SCTV = Surya Citra Television SST = Saluran Siaran Terbatas/ Limited Broadcast Channel SSU = Saluran Siaran Umum/Public Broadcast Channel SHS = Senior High School TV = Television TVRI = Republic of Indonesia Television UU = Undang-Undang/Act WOM = Word of Mouth TABLE OF CONTENTS 1. INTRODUCTION ................................................................................................................ 1 1.1. Topic and Objectives ........................................................................................................ 1 1.2. Aims and Objectives of the Research .............................................................................. 4 1.2.1. Aim of the Research................................................................................................... 4 1.2.2. Objectives of the Research......................................................................................... 5 1.3. Research Questions .......................................................................................................... 5 1.4. Structure of the Dissertation ............................................................................................. 5 1.5. Research Approach .......................................................................................................... 6 1.6. Hypotheses of the Study ................................................................................................... 6 2. LITERATURE REVIEW .................................................................................................... 7 2.1. The Business of TV Broadcasting .................................................................................... 7 2.2. The Function of TV Broadcasting .................................................................................... 8 2.3. Institutional Broadcasting TV Categories ........................................................................ 8 2.4. Factors Influencing Consumers’ TV Choice .................................................................... 9 2.5. TV Broadcasting Competition ....................................................................................... 11 2.6. Brand Equity .................................................................................................................. 12 2.6.1. Brand Awareness ..................................................................................................... 14 2.6.2. Perceived Quality ..................................................................................................... 16 2.6.3. Brand Association .................................................................................................... 17 2.6.4. Brand Loyalty .......................................................................................................... 17 2.7. Brand Preference ......................................................................................................... 18 2.8. Purchase Intention ....................................................................................................... 19 2.9. Brands in the Television Business .............................................................................. 20 2.10. Underpinning Theories ............................................................................................. 21 2.11. Theoretical Variables Definitions ............................................................................. 21 2.12. Proposed Theoretical Model of the Dissertation ...................................................... 22 2.13. Study Background ..................................................................................................... 23 3. MATERIALS AND METHODS ....................................................................................... 24 3.1. Research Approach Applied........................................................................................... 24 3.2. Data ................................................................................................................................ 24 3.3. Research Methodology of the Study .............................................................................. 24 3.4. Population....................................................................................................................... 24 3.5. Introduction to TV Broadcasting Stations in Yogyakarta .............................................. 26 3.6. Qualitative Study ............................................................................................................ 28 3.6.1. Research Approach .................................................................................................. 28 3.6.2. Type of Focus Group Discussion ............................................................................. 28 3.6.3. The Procedure Focus Group Discussion .................................................................. 28 3.6.4. The Number of Focus Group Discussion Members ................................................ 29 3.6.5. Qualitative Data Analysis ........................................................................................ 29 3.7. Quantitative Study .......................................................................................................... 29 3.7.1. Type of Investigation & Researcher’s Interference ................................................. 29 3.7.2. Study Setting ............................................................................................................ 29 3.7.3. Time Horizon ........................................................................................................... 30 3.7.4. Unit of Analysis ....................................................................................................... 30 3.7.5. Data Collection Process ........................................................................................... 30 3.7.6. Operational Variables Definitions ..........................................................................
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