Email this article 
.jpg){kind=logo}
The effect of advertising television broadcast migration on the attitude of television users
Abstract
Background: This research was motivated by ratifying the Job Creation Law, which was related to implementing television broadcasts in Indonesia, which were initially analogue to digital. This transition has implications for the progress of the digital television broadcast industry in overcoming inefficiencies in the analogue TV broadcasts that have been used so far. Purpose: This study aims to assess how advertising affects viewers’ cognitive, emotional, and conative attitudes as it transitions from analogue to digital TV broadcasts in the media. Method: The research method uses descriptive methods with a quantitative approach. Data collection techniques include distributing questionnaires and conducting literature studies. This research involved 100 respondents who were obtained using the probability sampling technique in the random sampling category. Results: The study’s findings indicate that the use of advertisements to promote the switch from analogue to digital TV broadcasts has a significant impact on the attitudes of television viewers in the Garut Regency with regard to cognition, affect, and conative thinking. These attitudes are demonstrated by the audience’s acceptance of new information or knowledge (cognitive), their feelings of trust following exposure to these advertisements (affective), and their desire to switch to digital TV broadcasts right away (conative). Conclusion: Indicators of advertising exposure through frequency, duration, and attention have a strong influence in influencing audiences, especially cognitive, affective, and conative aspects, where the information provided can provide new perceptions and knowledge for people who constantly see advertising broadcasts transitioning to digital TV broadcasts on television. Implications: The results of this research can provide understanding and insight regarding the transition to digital TV broadcasting and how important information is so that one day, television users who read the results of this research can pay attention to the advertisements shown on television to understand and implement the information they receive.
Keywords
Full Text:
PDFReferences
Abdullah, A., & Permana, R. S. M. (2021). Iklan mi instan di televisi pada saat pandemi Covid-19. ProTVF, 5(1), 57. https://doi.org/10.24198/ptvf.v5i1.31326
Aprilia, P., Hafiar, H., & Subekti, P. (2020). Fungsi public relations pada strategi merek Inspira TV dalam membangun brand perusahaan. ProTVF, 4(1), 20. https://doi.org/10.24198/ptvf.v4i1.24032
Budhirianto, S. (2018). Sikap Masyarakat Terhadap Kampanye Televisi Digital Pada Media Televisi Public Attitudes Toward the Digital Television. Jurnal Penelitian Komunikasi Dan Opini Publik, 18(3), 189–207. https://doi.org/https://doi.org/10.33299/jpkop.18.3.326
CNN Indonesia. (2022, Juli 7). Ketertarikan Masyarakat ke TV Digital Diklaim Meningkat. Retrieved Maret 13, 2023, from cnnindonesia.com: https://www.cnnindonesia.com/teknologi/20220707092853-185-818347/ketertarikan-masyarakat-ke-tv-digital-diklaim-meningkat
Ghifary, A. (2014). Efektivitas Penggunaan Media Iklan Baliho. EJournal Ilmu Komunikasi Unmul, 2(3), 26–39
Gultom, A. D. (2015). Kajian implementasi radio siaran digital di Indonesia (Study of digital radio broadcasting implementation in Indonesia). Buletin Pos Dan Telekomunikasi, 13(2), 133. https://doi.org/10.17933/bpostel.2015.130203
Haqqu, R. (2020). Era Baru Televisi dalam Pandangan Konvergensi Media. Rekam, 16(1), 15–20. https://doi.org/10.24821/rekam.v16i1.3721
Haryati, H. (2013). The Relation Between Socio-Economic Characteristics and the Innovation Decision Making of Digital Television Broadcasts. Jurnal Penelitian Komunikasi, 16(88), 119–136. Retrieved from http://mail.bppkibandung.id/index.php/jpk/article/viewFile/35/33
Hastuti, S. (2013). Efektivitas Iklan Layanan Masyarakat di Televisi. Jurnal Ilmu Komunikasi, 2(2), 67–71
Hendriyani, Hollander, E., d’Haenens, L, & Beentjes, J. W. J. (2012). Children’s media use in Indonesia. Asian Journal of Communication, 22(3), 304–319. https://doi.org/10.1080/01292986.2012.662514
Ibarra, K. A. (2022). Trends and Perspectives on Digital Platforms and Digital Television in Europe. International Journal of Communication, 16, 457–460.
Isabirye, J., & Muhereza, B. M. (2021). A Systematic Review of Studies on Digital Migration and Coverage of Digital Television Services. Technium, 3(3), 67–81
Iskandar, D., & Restu, D. M. (2019). Difusi Inovasi Siaran Televisi Digital pada Masyarakat Jakarta. Prosiding Peningkatan Mutu Perguruan Tinggi, indicator 4, 143–151. http://publikasi.mercubuana.ac.id/index. php/snpmpt/article/download/7954/32 26
Jonah, O. S. (2020). The Migration from Analogue to Digital Television. International Journal of Humanitatis Theoreticus, 4(2), 199–210.
Liani, L. (2013). Korelasi Antara Popularitas Model Iklan dan Terpaan Iklan Dengan Minat Beli Produk Kecantikan Ponds di Media Televisi Pada Kalangan Perempuan Perumahan BPD Samarinda. EJournal Ilmu Komunikasi, 1(3), 335–349
Massaro. (2018). Radio spectrum regulation as a matter of international affairs: Discussing the effectiveness of the European Union at world radiocommunication conferences’, The International Journal Digital Policy, Regulation and Governance, 20(5), 373–98. https://doi.org/10.1108/DPRG-09-2017-0049.
Michalis. (2016). Radio spectrum battles: Television broadcast vs. wireless broadband and the future of PSB’. International Journal of Digital Television, 7(3), 347–62.
Muslimin, K. (2015). Etika Iklan dan Kapitalisme dalam Media Televisi. Jurnal An-Nida, 7(1), 39–45. https://doi.org/https://doi.org/10.34001/an.v7i1.291
Nasution, S. (2017). Variabel penelitian. Jurnal Raudhah, 05(02), 1–9. https://doi.org/: http://dx.doi.org/10.30829/raudhah.v5i2.182
Oyedokun, D. M., & Ajayi, M. P. (2022). Analogue To Digital Broadcast Switchover : An Inquiry Into The Progress , Challenges , And Benefits Of Digitising The Nigeria. Nasarawa Journal of Multimedia and Communication Studies (NJMCS), (August)
Prabowo, A. (2012). Era Penyiaran Digital Pengembangan atau Pemberangusan TV Lokan dan TV Komunitas. Jurnal ASPIKOM, 1, 301–314. https://doi.org/https://doi.org/10.24329/aspikom.v1i4.27
Pratiwi, S. A., & Hidayat, D. (2020). Iklan Layanan Masyarakat Covid-19 Di Media Sosial Dan Perilaku Masyarakat Di Jawa Barat. Komunikologi (Jurnal Ilmiah Ilmu Komunikasi), 17(2), 1–7
Rafiq, M. (2012). Dependency Theory (Melvin L. DeFleur dan Sandra Ball Rokeach). Hikmah, VI(2), 01-13.
Ridwan, M., AM, S., Ulum, B., & Muhammad, F. (2021). Pentingnya Penerapan Literature Review pada Penelitian Ilmiah (The Importance Of Application Of Literature Review In Scientific Research). Jurnal Masohi, 2(1), 42–51. Retrieved from http://journal.fdi.or.id/index.php/jmas/article/view/356
Rosyadi, A. (2018). Pengaruh Iklan Televisi dan Persepsi Konsumen terhadap Citra Merek Teh Botol Sosro. Jurnal Manajemen Dan Bisnis (Performa), 15(1), 66–74. Retrieved from https://elearning2.unisba.ac.id/index.php/performa/article/view/3623/2136
Rozgonyi, K. (2019). The governance of digital switchover of terrestrial television in the European Union: The role of policy framing. Journal of Digital Media and Policy, 10(1), 67–87. https://doi.org/10.1386/jdmp.10.1.67_1
Sjuchro, D. W., Fitri, R. M., & Amdan, N. S. (2023). Implementation of the analogue switch off towards digital broadcast Jawa Pos. Jurnal ProTVF, 7(1), 82–96. https://doi.org/https://doi.org/10.24198/ptvf.v7i1.42012
Smolak-Lozano, E. (2019). Challenges and opportunities for digital convergence of TV: audience measurement in the digital era. Środkowoeuropejskie Studia Polityczne, (4), 67–92. https://doi.org/10.14746/ssp.2019.4.4
Steiner, E., & Xu, K. (2020). Binge-watching motivates change: Uses and gratifications of streaming video viewers challenge traditional TV research. Convergence, 26(1), 82–101. https://doi.org/10.1177/1354856517750365
Tapsell, R. (2015). Platform convergence in Indonesia. Convergence: The International Journal of Research into New Media Technologies, 21(2), 182–197.https://doi. org/10.1177/1354856514531527
Ti, L., Fast, D., Small, W., & Kerr, T. (2017). Perceptions of a drug prevention public service announcement campaign among street-involved youth in Vancouver, Canada: A qualitative study. Harm Reduction Journal, 14(1), 1–8. https://doi.org/10.1186/s12954-017-0132-7
Tranggono, D., Nidita Putri, A., & Juwito, J. (2020). Pengaruh Terpaan Iklan Nacific di Instagram terhadap Keputusan Pembelian Produk Nacific pada Followers Akun @nacificofficial.id. Jurnal Ilmu Komunikasi, 10(2), 141–155. https://doi.org/10.15642/jik.2020.10.2.141-155
Wahlström, M. A., & Kankainen, A. (2011). Digital TV Transition and the Hard Disk Drive Revolution in Television Watching. International Journal of Communication, 5, 1606–1622. Retrieved from http://ijoc.org/index.php/ijoc/article/view/997
Yersel, B. (2019). Adoption factors to digital TV platforms in Turkey. Journal of Human Sciences, 16(2), 469–476. https://doi.org/10.14687/jhs.v16i2.5696
Yuyun, S., Masyhadiah, & Imra. (2018). Pengaruh Iklan Layanan Masyarakat Hemat Listrik PT. PLN Terhadap Masyarakat dalam Penggunaan Listrik di Kelurahan Wattang Kecamatan Polewali. Jurnal Ilmu Pemerintahan Dan Ilmu Komunikasi, 3(2), 64
DOI: https://doi.org/10.24198/ptvf.v8i2.52949
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Zikri Fachrul Nurhadi, Haryadi Mujianto, Taza Tajkiatunnufus
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
ProTVF Indexed by:
Editorial Office of ProTVF:
Faculty of Communication Science, Universitas Padjadjaran
Jl. Raya Bandung-Sumedang Km. 21 Jatinangor, Sumedang, Indonesia 45363
WhatsApp: +6283111519064 (Anggi Lestari)
Telephone: +62227796954
Faximile: +62227794122
E-mail: jurnalprotvfunpad@gmail.com
ProTVF Supervised by:
