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Agung Wibawa
Jurusan Ilmu Komunikasi, FISIP, Universitas Lampung
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Social Sciences Other

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Preferensi Acara dan Kepuasan Gen Z Bandar Lampung terhadap Siaran Televisi Terestrial Agung Wibawa; Siti Sarohmawati; Prayoga Ardhi Pratama; Gigih Yora Pratama
Edutik : Jurnal Pendidikan Teknologi Informasi dan Komunikasi Vol. 6 No. 2 (2026): EduTIK : April 2026
Publisher : Jurusan PTIK Universitas Negeri Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67142/edutik.v6i2.339

Abstract

Penelitian ini bertujuan untuk mendeskripsikan preferensi jenis acara dan tingkat kepuasan Generasi Z di Bandar Lampung terhadap siaran televisi terestrial pada delapan aspek: kualitas sinyal, gambar, suara, konten, keberagaman konten, panjang jeda iklan, penempatan iklan, dan produk yang diiklankan. Penelitian menggunakan desain kuantitatif deskriptif dengan survei terhadap 200 responden Gen Z (lahir 1997-2012) yang dipilih melalui teknik purposive sampling dan instrumen berupa kuesioner. Hasil menunjukkan bahwa jenis acara paling sering ditonton adalah acara anak-anak (24,5%), drama (16%), berita (11,5%), serta komedi dan kuliner (masing-masing 8,5%). Tingkat kepuasan tertinggi pada aspek kualitas suara (47,5% puas-sangat puas) dan terendah pada panjang jeda iklan (13,5% puas-sangat puas). Ketidakpuasan paling tinggi justru pada durasi iklan (43,5%) dan penempatan iklan (31%), sementara aspek teknis seperti sinyal, gambar, dan suara menunjukkan ketidakpuasan yang rendah (2,5%-17%). Secara keseluruhan, hasil penelitian mengindikasikan bahwa Generasi Z di Bandar Lampung masih memanfaatkan televisi terestrial sebagai media konsumsi, namun mengalami gangguan akibat panjangnya jeda iklan serta keterbatasan variasi konten. Temuan ini memberikan implikasi praktis bagi lembaga penyiaran untuk meninjau kembali strategi periklanan dan meningkatkan keragaman program yang relevan dengan preferensi generasi muda, serta bagi regulator untuk memperketat pengaturan batas durasi iklan dalam setiap jam siaran.
A Descriptive Study of the Shifting Television Consumption Behavior of Generation Z in the Digital Era: A Survey of Young Audiences in Bandar Lampung Agung Wibawa; Hestin Oktiani; Toni Wijaya; Jaya Aji
Studi Ekonomi dan Kebijakan Publik Vol 4 No 2 (2026): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sekp.v4i2.6490

Abstract

Purpose: This study examines the shift in television consumption behavior among Generation Z in the digital era, with a specific focus on young audiences in Bandar Lampung. The rapid advancement of digital technology has influenced patterns of access, viewing duration, and media consumption preferences, leading to a decline in the dominance of conventional television. This study aims to systematically describe the characteristics and patterns of television consumption among Generation Z. Research Methodology: A quantitative descriptive approach was employed using a survey method involving 200 respondents aged 17–23 years, selected through purposive sampling. Data were collected using a structured online questionnaire and analyzed using frequency distribution and percentage techniques. Results: The findings reveal a significant shift from conventional television to digital platforms, as indicated by the dominance of internet-based streaming access (28%). The majority of respondents reported watching television for less than one hour per day (61.5%), primarily during prime time (6:00–9:00 PM). Viewing activities were often accompanied by multitasking behaviors, such as eating or using digital devices. Content preferences were largely dominated by entertainment programs, particularly children’s shows and dramas. These findings indicate that television continues to play a role, but its function has shifted to that of a complementary medium within the digital media ecosystem. Limitations: This study is limited by its use of a descriptive quantitative approach, which focuses on identifying patterns without examining causal relationships between variables Contributions: This study contributes empirically to the field of media communication and offers practical implications for the broadcasting industry to adapt through content innovation and digital distribution strategies. Keywords: Generation Z; Television Consumption; Media Shift; Digital Media; Consumption Behavior.
Co-Authors A Rudy Fardiyan Arnila Purnamayanti Cahyono Eko Sugiharto Eka Yuda Gunawibawa Eka Yuda Gunawibawa Eka Yuda Gunawibawa Eka Yuda Gunawibawa Fri Rejeki Noviera Gigih Yora Pratama Hestin Oktiani Hestin Oktiani Hestin Oktiani Jaya Aji M Yusuf Effendy Nanda Utaridah Nanda Utaridah Prayoga Ardhi Pratama Rachel Yuni Yunika Rima Yuni Saputri Sarwoko Sarwoko Sarwoko Sarwoko Siti Sarohmawati Sugiyanta Sugiyanta Tina Kartika Toni Wijaya Toni Wijaya Toni Wijaya Tony Wijaya Vito Prasetya Vito Yuda Frasetya Wulan Suciska