Gratification discrepancy Instagram radio Trax FM dan Mustang FM

Segara, Debur Riak (2019) Gratification discrepancy Instagram radio Trax FM dan Mustang FM. Masters thesis, Universitas Pelita Harapan.

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Abstract

The more Internet progress, the more media consuming behavior are changing. The most affected by it are old medias. And its’ first victim in Indonesia was Print Media. There are a lot of Print Media such as Magazines are closing down it’s business. Will Radio be the next victim? Radio try to survive by using non traditional channel, Instagram, in delivering its’ contents. How does the consumers react to those adaptation, especially in Jakarta? This research focuses on the public satisfaction on Jakarta’s radio’s Instagram Accounts. Trax FM and Mustang FM are chosen as the research object through their shared target market and almost similar in terms of Instagram followers. Quantitative approach are used in this reaseach, using Uses and Gratification concept, through Gratification Discrepancy. This research found that Trax FM’s mean Gratification Discrepancy is higher than Mustang FM’s through 9 indicators. / Tidak dipungkiri dengan makin berkembangnya Internet, perilaku konsumsi media oleh khalayak pun mulai berubah. Dampak yang paling dirasakan di Indonesia, khususnya Jakarta adalah banyaknya Media Cetak yang menutup bisnisnya. Setelah Media Cetak, apakah media Radio berikutnya? Radio pun mengikuti perkembangan dengan menggunakan kanal non tradisional, Instagram, dalam menyampaikan kontennya. Lalu bagaimana khalayak merespon adaptasi yang dilakukan oleh industri Radio di Jakarta? Untuk itu, penelitian ini memfokuskan kepada kepuasan khalayak terhadap akun Instagram radio di Jakarta. Peneliti pun memilih Trax FM dan Mustang FM sebagai objek penelitiannya. Dalam hal ini, kedua radio tersebut dipilih karena memiliki target market yang sama dan followers akun Instagram Trax FM tidak jauh berbeda dari Mustang FM. Pendekatan kuantitatif berdasarkan studi kasus dilakukan untuk mengetahui bagaimana kepuasan khalayak. Konsep yang dipakai adalah Uses and Gratification, melalui Gratification Discrepancy. Hasil penelitian kemudia menemukan kalau mean Gratification Discrepancy dari 9 indikator yang ada, menunjukkan Trax FM lebih memuaskan followersnya.

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