CHANIN, DHARA AULIA (2020) PENGARUH REBRANDING LOGO DAN SLOGAN TERHADAP CITRA LEMBAGA PENYIARAN PUBLIK TELEVISI REPUBLIK INDONESIA MENURUT PENONTON DEWASA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Public Broadcasting Institution – Television of the Republic of Indonesia is the first television station in Indonesia. LPP TVRI which was once the number one choice of Indonesian, is now considered old-school and unable to attract new audiences. To face the intense competition and to attract audience interest, LPP TVRI rebranded by changing its logo and slogan on March 29th, 2019. This research was conducted to determine the effect of logo and slogan rebranding either partially or simultaneously on LPP TVRI’s image. This study uses quantitative approach and causal research type. Survey method is used on 102 LPP TVRI audiences, located in Kota Tangerang in the adult age category. The results showed that there was an effect of logo and slogan rebranding on LPP TVRI's image of 71.9%. Logo rebranding and slogan rebranding also have a positive relation with LPP TVRI's image. This means that the image is affected due to changes of logo and slogan. A logo that consists shapes, colors and typography will give its own value in the minds of the public. The image can also be changed with a slogan that fits the audience segment. Keyword: Rebranding, Logo, Slogan, TVRI Image. Lembaga Penyiaran Publik Televisi Republik Indonesia merupakan stasiun televisi pertama yang ada di Indonesia. LPP TVRI yang dahulu menjadi pilihan nomor satu masyarakat Indonesia, kini dianggap jadul dan kurang bisa menggaet penonton baru. Untuk menghadapi persaingan yang sangat ketat dan menarik kembali minat audiens, LPP TVRI melakukan rebranding dengan merubah logo dan slogannya pada 29 Maret 2019. Penelitian ini dilakukan untuk mengetahui pengaruh rebranding logo dan slogan baik secara parsial atau secara simultan terhadap citra LPP TVRI. Penelitian menggunakan pendekatan kuantitatif dengan tipe penelitian kausal. Metode yang digunakan adalah metode survei pada 102 penonton LPP TVRI yang berdomisili di Kota Tangerang pada kategori umur dewasa. Hasil penelitian menunjukkan adanya pengaruh rebranding logo dan slogan terhadap citra LPP TVRI sebesar 71,9%. Rebranding logo dan rebranding slogan juga memiliki arah hubungan yang positif dengan citra LPP TVRI. Hal ini berarti citra dipengaruhi karena adanya perubahan logo dan slogan. Logo yang terdiri dari bentuk, warna dan tipografi akan memberikan nilai tersendiri di benak khalayak. Citra dapat diubah dengan slogan yang sesuai dengan segmen khalayaknya. Kata Kunci: Rebranding, Logo, Slogan, Citra TVRI.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 20 174 |
| Call Number: | SK/42/20/018 |
| NIM/NIDN Creators: | 44216010032 |
| Uncontrolled Keywords: | Rebranding, Logo, Slogan, Citra TVRI. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.94 Influence of Community and Housing/Pengaruh Komunitas dan Perumahan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 04 Apr 2023 03:10 |
| Last Modified: | 04 Apr 2023 03:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/76012 |
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