Rahma Santhi ….

Persepsi Mahasiswa terhadap Citra Perusahaan setelah penggunaan Logo baru

By Rahma Santhi. Filed in gado-gado komunikasi |

PERSEPSI MAHASISWA TERHADAP CITRA PERUSAHAAN

SETELAH PENGGUNAAN LOGO BARU

(Studi Kasus Mahasiswa S1 Komunikasi FISIP UI Terhadap Logo Baru GLOBAL TV)

Rahma Santhi Zinaida

Dosen Universitas Bina Darma, Palembang

Abstracts: In the growth of media television today, it is be one of many factors which make Global TV as the youngest television station in Indonesia until the late of 2006, decide to re-package their corporate logo and corporate identity in a hope that after changing the logo. This research held in University of Indonesia, located in Depok, West Java in July, 2007. We take students of social and political faculty and concentrate to examine the student of communication major as the population of this research. For the sample, we use non probability and purposive sample. For this research, we use Likert scale and use two kinds of data to support the research. Primary data from questioner and for secondary data, we use depth interview with the communication manager of Global TV, Internet source and some books for reverence.

Keywords: Perception, Logo, Image.

1. PENDAHULUAN

Persaingan bisnis pertelevisian yang semakin ketat juga menjadi salah satu faktor pendorong Global TV untuk melakukan re-package terhadap logo perusahaannya agar memperjelas serta memepertegas citra yang telah terbentuk sebelumnya. Global TV tidak sekedar hanya mengikuti trend dikalangan stasiun TV yang saat ini memang banyak yang mengganti logo stasiun TV nya.

Perubahan logo erat kaitannya dengan ratting tayangan di stasiun TV tersebut, karena program juga menentukan citra yang akan dinilai oleh masyarakat. Menurut informasi yang didapatkan dari Departemen Research and Development Global TV, ratting stasiun Global TV selama masih menggunakan Logo lama cukup memuaskan, namun untuk lebih meningkatkan citra dan brand awareness masyarakat terhadap Global TV, maka Global TV memutuskan untuk mengganti logo stasiun TV nya. Untuk mengetahui tanggapan masyarakat atas perubahan logo tersebut, maka penelitian ini penting untuk dilakukan.

Persaingan bisnis pertelevisian yang semakin ketat juga menjadi salah satu factor pendorong Global TV untuk melakukan re-package terhadap logo perusahaannya agar memperjelas serta memepertegas citra yang telah terbentuk sebelumnya. Perubahan logo erat kaitannya dengan ratting tayangan di stasiun TV tersebut, karena program juga menentukan citra yang akan dinilai oleh masyarakat. Menurut informasi yang didapatkan penulis dari Departemen Research and Development Global TV, ratting stasiun Global TV selama masih menggunakan Logo lama cukup memuaskan, namun untuk lebih meningkatkan citra dan brand awareness masyarakat terhadap Global TV, maka Global TV memutuskan untuk mengganti logo stasiun TV nya.

Adapun tujuan dari penelitian ini adalah sebagai berikut: 1) Untuk mengetahui persepsi mahasiswa tehadap citra perusahaa Setelah penggunaan logo baru (Global TV), dan 2) Untuk mengetahui persepsi mahasiswa terhadap citra perusahaan PT. Global Informasi Bermutu (Global TV) sebelum adanya logo baru.

2. TINJAUAN PUSTAKA

2.1 Komunikasi

Komunikasi merupakan aktivitas dasar manusia, dengan berkomunikasi, manusia dapat saling berhubungan satu sama lain baik dalam kehidupan sehari-hari di rumah tangga, di tempat bekerja, dalam masyarakat atau dimana saja manusia berada. Menurut Donald Byker dan Bren J. Anderson yang dikutip Mulyana (2003:69) “komunikasi (manusia) adalah berbagi informasi antara dua orang atau lebih“, sedangkan menurut Carl I, Hovland yang dikutip Effendi (2004:10) mengemukakan bahwa “komunikasi adalah upaya yang sistematis untuk merumuskan secara tegas asas-asas penyampaian informasi serta pembentukan pendapat dan sikap”.

Komunikasi berasal dari kata dalam bahasa Inggris yaitu Communication yang berarti Communicatio dari bahasa Latin yang bersumber dari kata komunis yang berarti juga sama, maksudnya sama disini adalah sama makna. Komunikasi minimal harus mengandung persamaan makna antara dua pihak yang terlibat, karena kegunaan komunikasi tidak hanya informatif yakni juga agar orang lain bersedia menerima suatu paham atau keyakinan dalam melakukan suatu perbuatan maupun kegiatan (Effendi, 2004:9). Dalam definisinya secara khusus mengenai pengertian komunikasinya sendiri, Hovland setelah dikutip Muhammad (2004:2) menyatakan bahwa: komunikasi adalah proses individu mengirim stimulus yang biasanya dalam bentuk verbal untuk mengubah tingakah laku orang lain “(Communication is the process by which individual transmits stimuli (ussualy verbal) to modify the behaviour of other individuals)”.

Gambar 1. Model Komunikasi Philip Kotler

Berikut merupakan penjelasan gambar Model Komunikasi Philip Kotler: a) Sender: menunjuk kepada siapa orang yang mengambil inisiatif untuk memulai komunikasi, b) Encoding: merupakan penyandian, yakni proses pengalihan pikiran ke dalam bentuk lambing, c) Message: adalah isi atau pesan apa yang disampaikan dalam proses komunikasi, d) Through what media: alat komunikasi seperti berbicara, gerak badan, kontak mata, sentuhan, media cetak, media elektronik maupun gambar, e) Decoding: Pengawas Sandian, yaitu proses dimana komunikan menetapkan makna pada lambang yang disampaikan komunikator kepadanya, f) Receiver: adalah komunikan yang menerima pesan dari komunikator, g) Response: tanggapan atau seperangkat reaksi pada komunikan satelah diterima pesan, dan h) Feedback: adalah umpan balik yaitu apa efek yang dicapai dari komunikasi tersebut.

Jadi dapat ditarik kesimpulan dari penjelasan teori diatas, komunikasi adalah sebuah proses penyampaian pesan dari sender ke receiver dengan menggunakan media tertentu dengan tujuan untuk mengubah tingkah laku maupun persepsi publik dan diharapkan publik dapat memberikan respon (feedback) yang baik selanjutnya.

2.2 Persepsi

Menurut Rakhmat (2000:51) Persepsi adalah pengalaman tentang objek, peristiwa, atau hubungan-hubungan yang diperoleh dengan menyimpulkan informasi dan menafsirkan pesan. Selanjutnya definisi persepsi menurut Lahlry yang dikutip Severn & Tankard (2005:83), adalah proses yang digunakan komunikator untuk menginterpretasi-kan data sensoris, yang sampai kepada audiens melalui panca indera.

2.3 Citra

Menurut Steinmentz dalam Sutojo (2004:1), citra perusahaan adalah pancaran atau reproduksi jati diri atau bentuk dari perorangan, benda atau organisasi. Menurutnya, bagi perusahaan citra juga dapat diartikan sebagai persepsi masyarakat terhadap jati diri perusahaan. Sedangkan menurut Lawrence dalam Sutojo (2004:1), citra perusahaan menjadi salah satu pegangan bagi banyak orang dalam mengambil berbagai keputusan penting. Setiap perusahaan mempunyai citranya tersendiri di masyarakat. Citra itu sendiri dapat berperingkat baik, sedang, ataupun buruk.

2.3.1 Jenis-jenis Citra

Cita dapat dikelompokkan menjadi: 1) Citra yang diharapkan (wish image): Citra harapan adalah suatu citra yang diinginkan oleh pihak manajemen, 2) Citra perusahaan (corporate image): Citra perusahaan atau citra lembaga adalah citra dari suatu organisasi, dan 3) Citra bayangan (mirror image): Citra ini melekat pada orang dalam atau anggota-anggota organisasi biasanya adalah pemimpinnya mengenai anggapan pihak luar tentang organisasinya.

2.3.2 Unsur Pembentukan Citra

Proses pembentukan citra dalam struktur kognitif yang sesuai dengan pengertian komunikasi dijelaskan oleh John S. Nimpoeno dalam Soemirat (2004:114-115) yaitu public relations digambarakan sebagai input-output, yaitu proses intern dalam model ini adalah pembentukan citra, sedangkan input adalah stimulus yang diberikan dan output adalah tanggapan atau perilaku tertentu. Citra ini sendiri digambarkan melalui Persepsi – Kognisi – Motivasi – Sikap. Walter Lipman dalam Soemirat (2004:114-116), menyebutkan terdapat empat komponen pembentukan citra yaitu persepsi – kognisi – motivasi – sikap sebagai yang diartikan citra individu terhadap rangsangan sebagai “Picture in our head”

Gambar 2. Model Pembentukan Citra

2.4 Logo

James R. Gregory penulis buku “Marketing Corporate Image” dalam Sutojo (2004:14-15) menyatakan identitas perusahaan terdiri dari dua elemen pokok, yaitu: 1) nama (Name atau Mark), dan 2) logo (logos).

2.4.1 Elemen-elemen Pembentukan Logo

Berbicara tentang logo atau identitas maka ada baiknya kita mengenal tiga elemen penting yang ada dalam sebuah logo seperti yang diungkapkan Murphy & Rowe (1998:76), yaitu: 1) Nama, kaitannya dengan kata atau bunyi, 2) Simbol, kaitannya dengan bentuk visual, dan 3) Warna selain sebagai daya tarik visual, makna simbolik, juga berkaitan dengan pengaruh psikologis.

2.4.2 Petunjuk Dalam Mendesain Logo

Berikut sejumlah petunjuk untuk mendesain logo: 1) Jelas dibaca, 2) Khusus untuk klien, 3) Membedakan produk, pelayanan dan organisasi dari pesaing, 4) Sesuai dengan bisnis klien, 5) Mengekspresikan semangat, kualitas, kepribadian produk dan organisasi klien, 6) Berdampak grafis, 7) Konsisten dengan prinsip keseimbangan dan kesatuan, 8) Menciptakan hubungan yang positif, 9) Mudah diingat, 10) Dapat bekerja pada reproduksi hitam dan putih serta berwarna, dan 11) Mudah dikecilkan dan dibesarkan.

3. METODOLOGI PENELITIAN

3.1 Tempat dan Waktu Penelitian

Penelitian ini akan berlangsung selama satu bulan yakni bulan Juli 2007, disesuaikan dengan jadwal perkuliahan mahasiswa tersebut. Penelitian dilakukan di Kampus Universitas Indonesia, Depok, Jawa Barat.

3.2 Populasi dan Sampel

Metode penarikan sample yang digunakan dalam peneitian ini adalah non probabilita dimana tidak terdapat kesempatan yang sama bagi anggota. Jenis teknik penarikan sample yang digunakan adalah teknik penarikan sample purposive (purposive sample). Populasi nya adalah mahasiswa S1 (regular) jurusan Komunikasi Fakultas Ilmu Sosial dan Politik Universitas Indonesia angkatan 2004 yang berjumlah 50 orang.

3.3 Metode Pengumpulan Data

Penelitian ini menggunakan metode survey, yang secara umum pengertiannya dibatasi pada penelitian yang datanya dikumpulkan dari sample atas populasi mewakili seluruh populasi.

Pengambilan sampling dilakukan dengan penyebaran kuesioner, Skala yang digunakan adalah Skala Likert, jenis datanya adalah menggunakan data primer yaitu diperoleh dari kuesioner, dan data sekunder diperoleh dari hasil wawancara, studi kepustakaan dan internet.

3.4 Operasionalisasi Variabel

Menurut Prasetyo dan Jannah (2005:90), Operasionalisasi merupakan tahapan terakhir dalam proses pengukuran dan merupakan penggambaran prosedur untuk memasukan unit- unit ke dalam kategori-kategori dari tiap-tiap variable.

4. PEMBAHASAN

4.1 Kualifikasi Responden

Dari data pada tabel 6 dapat terlihat bahwa jumlah responden dengan jenis kelamin perempuan lebih banyak dibandingkan jenis kelamin laki-laki.

Tabel 6. Frekuensi Jenis Kelamin Responden

		Freq.	Percent	Valid Percent	Cumulative Percent
Valid	L	18	36.0	36.0	36.0
	P	32	64.0	64.0	100.0
Total		50	100.0	100.0

Sumber: Hasil Pengolahan Data SPSS

Hal ini didapat dari hasil penelitian dan pengolahan data bahwa 64% responden perempuan dan 36% responden Laki- laki. Lebih dominannya responden perempuan pada penelitian ini mungkin disebabkan karena mayoritas mahasiswa S1 Komunikasi FISIP Universitas Indonesia berjenis kelamin perempuan.

Gambar 1. Kategori Jenis Kelamin

4.2 Kategori Usia Responden

Dari data pada tabel 7 dapat terlihat bahwa jumlah mayoritas 58% responden pada penelitian ini memiliki rata-rata usia 21-24 tahun. Tempat ke dua adalah 38 % responden dengan rata-rata usia 18-20 tahun dan 4% responden dengan rata-rata usia diatas 25 tahun.

Gambar 2. Kategori Usia Responden

Lebih dominannya responden dengan rata-rata usia 21-24 tahun dikarenakan mayoritas mahasiswa S1 Komunikasi FISIP Universitas Indonesia lahir di tahun yang tidak berselisih jauh atau dengan kata lain berdekatan, jadi rentang perbedaan usia responden pun mempunyai kisaran yang tidak jauh berbeda satu sama lain.

Tabel 7. Frekuensi Usia Responden

		Freq.	Percent	Valid Percent	Cumulative Percent
Valid	18 – 20 tahun	19	38.0	38.0	38.0
	21-24 tahun	29	58.0	58.0	96.0
	diatas 25 tahun	2	4.0	4.0	100.0
	Total	50	100.0	100.0

Sumber: Hasil Pengolahan Data SPSS

Dapat dilihat dari grafik (Gambar 3), grafik ratting tayangan di Global TV diatas, bahwa terdapat peningkatan antara sebelum dan sesudah perubahan logo Global TV khususnya terhadap tayangan yang dihadirkan setelah perubahan logo Global TV. Peningkatan memang tidak terlalu signifikan, namun peningkatan ini dinilai sudah cukup baik karena belum satu tahun Global TV merubah logo stasiun nya tapi peningkatan sudah terlihat.

Sumber: Dep. Research and Development Global TV

Gambar 3. Grafik Peningkatan Rating Tayangan Global TV Setelah Perubahan Logo

4.3 Uji Validitas

Dari uji validitas yang telah dilakukan dengan menggunakan program Statistical Package for Social Science (SPSS) 12. Perhitungannya sebagai berikut:

(df) = n – k

(df) = 50 – 2 = 48

Maka, nilai r tabel untuk (df) 48 adalah 0.1843. Nilai r tabel ini akan dibandingkan dengan nilai r hasil yang dapat dilihat pada kolom Corrected Item – Total Correlation. Bila nilai r hasil lebih besar dari r tabel dan nilai tersebut positif, maka pertanyaan tersebut dinyatakan valid, sedangkan apabila nilai r hasil lebih kecil dari r tabel dan nilai tersebut negatif, maka pertanyaan tersebut dinyatakan tidak valid. Hasil perhitungan dapat dilihat pada Tabel 2.

Tabel 2. Uji Validitas

Indikator	Corrected Item-Total Correlation	Cronbach’s Alpha if Item Deleted	R table	Ket.
VAR00001	0.5110	.885	0.1843	Valid
VAR00002	0.5110	.885	0.1843	Valid
VAR00003	0.5650	.883	0.1843	Valid
VAR00004	0.7480	.877	0.1843	Valid
VAR00005	0.5110	.885	0.1843	Valid
VAR00006	0.2950	.890	0.1843	Valid
VAR00007	0.4530	.886	0.1843	Valid
VAR00008	0.6560	.879	0.1843	Valid
VAR00009	0.3400	.890	0.1843	Valid
VAR00010	0.5180	.884	0.1843	Valid
VAR00011	0.2700	.893	0.1843	Valid
VAR00012	0.5040	.885	0.1843	Valid
VAR00013	0.8600	.871	0.1843	Valid
VAR00014	0.7480	.877	0.1843	Valid
VAR00015	0.2520	.892	0.1843	Valid
VAR00016	0.6750	.879	0.1843	Valid
VAR00017	0.2860	.890	0.1843	Valid
VAR00018	0.4950	.885	0.1843	Valid
VAR00019	0.7480	.876	0.1843	Valid
VAR00020	0.4950	.885	0.1843	Valid

Sumber: Hasil Pengolahan Data SPSS 12

Dari perhitungan diatas dapat diketahui bahwa r hasil dari semua butir pertanyaan valid, yang berarti seluruh nilai r hasil yang ada sudah lebih besar dari r tabel 0.1843. Maka dapat disimpulkan semua pertanyaan yang terdapat dalam kuesioner yang digunakan sudah valid dan dapat digunakan.

4.4 Uji Reliabilitas

Variabel yang reliable adalah apabila nilai Cronbach’s Alpha > 0,6. Dari Reliability Statistics diatas, dapat di lihat bahwa nilai Cronbach’s Alpha: 0.889, yang berarti bahwa kuesioner tersebut reliable, karena Cronbach Alpha yang terdapat pada tabel diatas lebih besar dari 0,6. maka dapat disimpulkan bahwa kuesioner tersebut reliable dan sah bila digunakan.

Tabel 3. Reliability Statistics

Cronbach’s Alpha	N of Items
0.889	20

4.5 Rata-rata Keseluruhan

Tabel 4. Rata-rata Keseluruhan

		Freq.	Percent	Valid Percent	Cumulative Percent
Valid	3	3	6.0	6.0	6.0
	3	4	8.0	8.0	14.0
	setuju	12	24.0	24.0	38.0
	3	2	4.0	4.0	42.0
	3	5	10.0	10.0	52.0
	3	5	10.0	10.0	62.0
	3	3	6.0	6.0	68.0
	3	1	2.0	2.0	70.0
	3	3	6.0	6.0	76.0
	3	2	4.0	4.0	80.0
	3	2	4.0	4.0	84.0
	4	3	6.0	6.0	90.0
	4	2	4.0	4.0	94.0
	4	3	6.0	6.0	100.0
	Total	50	100.0	100.0

Sumber: Hasil Pengolahan Data SPSS

Tabel 5. Rata-rata Keseluruhan

	Valid	50
	Missing	0
Mean		3,16

Sumber: Hasil Pengolahan Data SPSS

Dari data di atas, terlihat bahwa responden mayoritas setuju terhadap pernyataan di dalam kuesioner penelitian ini, persepsi mahasiswa sebagai responden penelitian ini menilai bahwa citra Global TV sebagai stasiun TV setelah penggunaan logo baru masih cukup baik. Dapat terlihat pada mean keseluruhan diatas, bahwa nilai mean 3.16 berada pada rentang skala setuju karena 3,16 berada diantara numerik 2,5 ≤ xi < 3,25 yang menunjukkan setuju.

4.6 Hasil Tabulasi Silang (Cross Tabulation)

Tabulasi Silang dalam penelitian ini diperlukan untuk mengetahui sejauh mana keefektifitasan hasil keseluruhan penelitian. Dari hasil data responden yang terdapat pada penjelasan melalui pie chart di atas, dapat diketahui bahwa mayoritas reponden berjenis kelamin perempuan dan rata-rata usia responden berkisar antara 21-24 tahun. Dari hasil data responden tersebut akan di silangkan dengan rata-rata dimensi pertanyaan kusioner penelitian yang berhubungan langsung dengan permasalahan dan tujuan penelitian ini.

Karena permasalahan penelitian ini terdapat pada persepsi responden terhadap citra GlobalTV setelah penggunaan logo baru, maka terdapat beberapa dimensi yang terkait dengan permasalahan tersebut.

Dari data tabel 8 (tabulasi silang) di atas dapat terlihat bahwa mayoritas responden berjenis kelamin perempuan setuju dan sependapat bahwa responden tersebut lebih menyukai logo Global TV yang baru dibandingkan logo Global TV yang lama.

Tabel 8. Tabulasi Silang (Jenis Kelamin)

Crosstabulation		jenis kelamin		Total
Crosstabulation		laki – laki	Perempuan	Total
secara umum, pemirsa GTV lebih menyukai logo yang baru dibandingkan logo yang lama	setuju	14	25	39
% within secara umum, pemirsa GTV lebih menyukai logo yang baru dibandingkan logo yang lama	sangat setuju	35.9%	64.1%	100.0%
		4	7	11
% within secara umum, pemirsa GTV lebih menyukai logo yang baru dibandingkan logo yang lama % within secara umum, pemirsa GTV lebih menyukai logo yang baru dibandingkan logo yang lama		36.4%	63.6%	100.0%
Total		18	32	50
Total		36.0%	64.0%	100.0%

Sumber: Hasil Pengolahan Data SPSS

Dapat disimpulkan bahwa mayoritas responden pada penelitian ini adalah perempuan dengan persentasi 64 % dan dengan usia rata-rata antara 21-24 tahun dengan pesentasi 58 %. Dari hasil tabulasi silang, di dapatkan hasil bahwa mayoritas responden perempuan setuju bahwa responden sebagai pemirsa Global TV lebih menyukai logo Global TV yang baru dibandingkan dengan logo yang lama, naik dari segi bentuk, warna maupun secara keseluruhan.

Hal tersebut di atas dikarenakan tayangan- tayangan di Global TV lebih disukai oleh responden berjenis kelamin perempuan dibandingkan laki-laki. Perubahan logo Global TV juga diikuti oleh perkembangan program-program baru yang lebih menarik dan lebih disukai pemirsa. Dari data grafik yang penulis dapatkan dari departemen research and development PT. Global Informasi Bermutu (Global TV) dibawah ini dapat di lihat bahwa rating tayangan di Global TV setelah perubahan logo yang dilakukan menunjukan peningkatan dari sebelumnya.

5. SIMPULAN

Dari hasil analisis dan pembahasan untuk melihat di atas, dapat diambil sejumlah simpulan sebagai berikut:

1) Persepsi masyarakat khususnya mahasiswa terhadap citra Global TV setelah penggunaan logo yang baru ternyata cukup baik, terlihat dari hasil penelitian pada bab sebelumnya, bahwa hampir seluruh responden menganggap Global TV merupakan stasiun TV yang memiliki identitas yang kuat dan segmentasi pemirsa yang khas. Logo Global TV yang baru dianggap dapat merepresentasikan citra Global TV yang lebih baik dari sebelumnya yaitu cerminan semangat baru dan jiwa muda dari Global TV. Berdasarkan hasil penelitian, persepsi mahasiswa terhadap logo baru Global TV memang tidak jauh berbeda dengan logo yang sebelumnya.

2) Citra Global TV sebelum perubahan logo di anggap sudah cukup baik, setelah penggunaan logo baru dianggap dapat meneruskan dan mempertajam citra yang memang sudah terbentuk sebelumnya, karena dengan logo yang sebelumnya sudah merepresentasikan citra yang baik. Hal ini dikarenakan Global TV memiliki berbagai program yang segmented dengan pemirsanya. Selain itu, tayangan-tayangan di Global TV tidak hanya menghibur tapi juga memberikan pengetahuan yang edukatif dan informatif.

DAFTAR RUJUKAN

Effendy, Onong, Uchjana. 2004. Ilmu Komunikasi Teori dan Praktek. Remaja Rosdakarya. Bandung.

Muhammad, Arni. 2004. Komunikasi Organisasi. Bumi Aksara. Jakarta.

Mulyana, Deddy. 2000. Ilmu Komunikasi suatu pengantar, edisi kedua. Remaja Rosdakarya. Bandung.

Murphy, John; Rowe, Michael. 1998. How to Design Trademarks and Logos. North Lightbook. Ohio.

Prasetyo, Bambang; Jannah, Lina, Miftahul. 2005. Metode Penelitian Kuantitatif Teori dan Aplikasi. Raja Grafindo Persada. Jakarta.

Rakhmat, Jalaluddin. 2000. Psikologi Komunikasi. Remaja Rosdakarya. Bandung.

Severin, Werner J.; Tankard, James W., Jr. 2005. Teori Komunikasi (Sejarah, Metode, dan Terapan di dalam Media Massa). Prenada Media. Jakarta.

Soemirat, Soleh; Elvinaro, Ardianto. 2002. Dasar-dasar Public Relations. Remaja Rosdakarya, 2002 Bandung.

Sutojo, Siswanto. 2004. Membangun Citra Perusahaan. Damar Mulia Pustaka. Jakarta.

LAMPIRAN

Tabel 1. Operasional Variabel

Konsep	Variable	Indikator	Skala
Persepsi	Credibility	1) Global TV merupakan stasun TV swasta nasional yang memiliki standard yang baik 2) Global TV merupakan stasun TV swasta nasional yang memliki kredibilitas 3) Acara – acara yang ditayangkan oleh Global TV memiliki standard yang baik	Skala Likert
	Context	1) Tayangan di Global TV sesuai target market, dan 2) Global TV mampu menyajikan program yang sesuai keinginan pemirsa	Skala Likert
	Content	Program Global TV termasuk jenis program yang memiliki unsur edukatif & informatif	Skala Likert
	Clarity	Global TV menyajikan program yang jelas dan jernih	Skala Likert
	Continuity and consistency	Global TV selalu konsisten dalam menghibur pemirsanya	Skala Likert
	Channels	Kualtas gambar taynagan baik	Skala Likert
Logo	Perubahan Logo	Perubahan logo Global TV mencerminkan perubahan arah strateginya dan dapat menjadi daya saing serta identitas perusahaan	Skala Likert
	Bentuk	Bentuk logo baru Global TV sangat flexibel dan mudah diingat oleh pemirsannya	Skala Likert
	Warna	Warna logo baru Global TV lebih menarik dan dapat menjadi keunikan tersendiri	Skala Likert

Tabel 2. Uji Validitas

Indikator	Corrected Item-Total Correlation	Cronbach’s Alpha if Item Deleted	R table	Ket.
VAR00001	0.5110	.885	0.1843	Valid
VAR00002	0.5110	.885	0.1843	Valid
VAR00003	0.5650	.883	0.1843	Valid
VAR00004	0.7480	.877	0.1843	Valid
VAR00005	0.5110	.885	0.1843	Valid
VAR00006	0.2950	.890	0.1843	Valid
VAR00007	0.4530	.886	0.1843	Valid
VAR00008	0.6560	.879	0.1843	Valid
VAR00009	0.3400	.890	0.1843	Valid
VAR00010	0.5180	.884	0.1843	Valid
VAR00011	0.2700	.893	0.1843	Valid
VAR00012	0.5040	.885	0.1843	Valid
VAR00013	0.8600	.871	0.1843	Valid
VAR00014	0.7480	.877	0.1843	Valid
VAR00015	0.2520	.892	0.1843	Valid
VAR00016	0.6750	.879	0.1843	Valid
VAR00017	0.2860	.890	0.1843	Valid
VAR00018	0.4950	.885	0.1843	Valid
VAR00019	0.7480	.876	0.1843	Valid
VAR00020	0.4950	.885	0.1843	Valid

Sumber: Hasil Pengolahan Data SPSS 12

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