Perancangan Atribut Kebutuhan Program Tell to Tell Radio K-Lite Menggunakan Integrasi Service Quality dan Model Kano

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Abstrak

Radio K-Lite adalah radio swasta di wilayah Bandung yang menyiarkan program request lagu bernama Tell to Tell. Sumber utama pendapatan radio berasal dari pengiklan, namun sejak tahun 2018 hingga 2020 pendapatan terus mengalami penurunan dan tidak pernah mencapai target. Hal tersebut disebabkan oleh menurunnya ketertarikan pengiklan dalam memasang iklan pada radio. Berdasarkan permasalahan tersebut, maka perlu dilakukan perbaikan program sehingga program Tell to Tell dapat memberi kontribusi signifikan pada pendapatan radio. Tujuan dari penelitian ini adalah mengidentifikasi atribut kebutuhan program untuk selanjutnya dilakukan perbaikan. Untuk mendapatkan atribut kebutuhan sesuai dengan preferensi pendengar, maka dilakukan in-depth interview kepada tujuh pendengar program Tell to Tell dengan rentang usia 25-55 tahun. VOC tersebut menghasil tiga belas atribut kebutuhan yang dikelompokkan ke dalam empat dimensi, yaitu kualitas konten, keunikan, kualitas informasi, dan kompetensi penyiar. Selanjutnya dilakukan penyebaran kuesioner kepada 110 responden. Pengolahan data menggunakan integrasi service quality dan Model Kano menghasilkan delapan true customer needs (TCN) yang perlu diprioritaskan dan ditingkatkan dalam melakukan perbaikan program. TCN yang dihasilkan adalah permintaan lagu terpenuhi, memutarkan lagu populer, penyusunan lagu berdasarkan dinamika lagu, terdapat segmen menghibur, wawasan seputar lagu, terdapat informasi bermanfaat, berita up-to-date, dan penyiar membangkitkan suasana.

Kata Kunci: Service Quality, Model Kano, Radio, Atribut Kebutuhan, True Customer Needs

Abstract

Radio K-Lite is a private radio station in the Bandung area that broadcasts a song request program called Tell to Tell. The main source of radio revenue comes from advertisers, but from 2018 to 2020 revenue continues to decline and never reaches the target. This is due to the declining interest of advertisers in placing advertisements on radio. Based on these problems, it is necessary to improve the Tell to Tell program to make a significant contribution to radio revenue. The purpose of this research is to identify the program attribute needs for further improvement. To obtain the attributes of needs according to listener preferences, in-depth interviews were conducted with seven listeners of the Tell to Tell program with an age range of 25-55 years. The VOC resulted in thirteen attributes of needs that were owned into four dimensions, namely content quality, uniqueness, information quality, and broadcaster competence. Furthermore, questionnaires were distributed to 110 respondents. Data processing using integration service quality and Kano Model resulted in eight true customer needs (TCN) that need to be prioritized and improved in making program improvements. The resulting TCN is a request for declared songs, playing popular songs, composing songs based on the dynamics of the song, there are entertaining segments, insight into songs, there is useful information, the latest news, and the announcer stirs up the atmosphere.

Keywords: Service Quality, Kano Model, Radio, Need Attributes, True Customer Needs