The Effect of Product Attributes on the Formation of Brand Image at PT Kidung Indah Selaras Suara Medan

Oct 13, 2025 by wbrum.org 93 views

The Effect of Product Attributes on the Formation of Brand Image at PT Kidung Indah Selaras Suara Medan

Introduction

In the world of fierce business competition, brand image plays a crucial role in attracting the attention of listeners and maintaining their loyalty. PT Kidung Indah Selaras Suara is a national private radio broadcast company that presents a variety of entertainment events, information, and news. One of the famous radio channels is Kiss FM, which operates at a frequency of 105 MHz and is located on Jalan Cut Nyak Dien No. 16, Medan 20125. This study aims to analyze the effect of product attributes on the formation of brand image at PT Kidung Indah Selaras Suara Medan.

Background of the Study

The media industry, including radio, is a highly competitive market where companies must differentiate themselves to attract and retain listeners. Brand image is a critical factor in this differentiation, as it influences listeners' perceptions and loyalty towards a particular radio station. In the context of PT Kidung Indah Selaras Suara, the formation of brand image is crucial in maintaining its position in the radio market. The research method used in this study is descriptive analysis and multiple linear regression, with the aim of identifying the effect of product attributes on the formation of brand image.

Methodology

The research method used in this study is descriptive analysis and multiple linear regression. Researchers also conducted a classic assumption test, simultaneous test, partial test, and determination test by utilizing SPSS software version 12.00 to analyze collected data. The product attributes studied include event packaging, song collections, quality of reporting, request time, and the quality of broadcasters.

Results

The results showed that overall, the product attributes owned by Kiss FM had a significant effect on the formation of brand image. Among all the attributes studied, the quality of the broadcasters is proven to be the most dominant variable in forming brand image. This indicates that the listener highly appreciates the ability of the announcer in presenting information and entertainment, which directly contributes to their experiences when listening to broadcasts.

Additional Analysis and Explanation

The influence of product attributes on brand image is very important to understand, especially in the context of the media industry such as radio. Product attributes are not just supporting elements, but also function as a tool to build emotional relationships with listeners. Let's examine more in every attribute that contributes to the brand image at Kiss FM:

Event Packaging

Event packaging refers to the way in which events are presented and formatted. This can attract listeners and increase their interest in the radio station. Radio stations that can present quality events with relevant themes tend to be more remembered by listeners. For example, Kiss FM's event packaging, such as its music festivals and concerts, has been well-received by listeners, contributing to its strong brand image.

Song Collection

Music is one of the main attractions for radio stations. The choice of songs that are diverse and in accordance with the tastes of the listener can improve brand image and create loyalty. Kiss FM, which succeeded in presenting the latest and classic songs with a balanced proportion, has spoiled the listener's ears. This has contributed to its strong brand image and loyal listener base.

Quality of Reporting

The listener is looking for a radio that is able to provide information that is not only interesting but also factual. Kiss FM, which is able to present news in an interesting and useful way, has gotten a good reputation in the eyes of the listener. This has contributed to its strong brand image and loyal listener base.

Request Time

Request time is an important attribute that contributes to the brand image of a radio station. This is because listeners want to feel that their opinions and preferences are valued and respected. Kiss FM's request time, which allows listeners to request their favorite songs, has been well-received by listeners, contributing to its strong brand image.

Quality of Broadcasters

Broadcasters who have interesting personalities, pleasant sounds, and the ability to communicate well can make the listener feel connected. The quality of the broadcaster plays a very important role, because they are the face and sound of the radio, and can affect the perception of the listener of the brand as a whole. Kiss FM's broadcasters have been praised for their professionalism and ability to connect with listeners, contributing to its strong brand image.

Conclusion

This research provides important insights for the management of PT Kidung Indah in harmony to better understand how product attributes can be used as a strategy in building a strong brand image. By placing a focus on the quality of the announcer and developing other attributes, Kiss FM can continue to increase loyalty and strengthen its position in the radio market. The findings of this study can also be applied to other radio stations in the industry, providing them with a better understanding of the importance of product attributes in building a strong brand image.

Recommendations

Based on the findings of this study, the following recommendations are made:

PT Kidung Indah should focus on developing the quality of its announcers, as this has been proven to be the most dominant variable in forming brand image.
The company should also focus on developing other attributes, such as event packaging, song collections, quality of reporting, request time, and the quality of broadcasters.
The company should also consider conducting further research to identify other factors that contribute to the formation of brand image.

Limitations of the Study

This study has several limitations, including:

The study was conducted on a single radio station, which may limit the generalizability of the findings.
The study only focused on product attributes, and did not consider other factors that may contribute to the formation of brand image.
The study only used descriptive analysis and multiple linear regression, and did not consider other research methods that may provide more insights into the formation of brand image.

Future Research Directions

Future research should consider the following directions:

Conducting a study on multiple radio stations to identify the generalizability of the findings.
Considering other factors that may contribute to the formation of brand image, such as listener demographics and psychographics.
Using other research methods, such as qualitative research, to provide more insights into the formation of brand image.

Conclusion

In conclusion, this study has provided important insights into the effect of product attributes on the formation of brand image at PT Kidung Indah Selaras Suara Medan. The findings of this study have shown that the quality of the announcer is the most dominant variable in forming brand image, and that other attributes, such as event packaging, song collections, quality of reporting, request time, and the quality of broadcasters, also contribute to the formation of brand image. The study has also provided recommendations for PT Kidung Indah to focus on developing the quality of its announcers and other attributes to build a strong brand image.
Q&A: The Effect of Product Attributes on the Formation of Brand Image at PT Kidung Indah Selaras Suara Medan

Introduction

In our previous article, we discussed the effect of product attributes on the formation of brand image at PT Kidung Indah Selaras Suara Medan. In this article, we will answer some of the most frequently asked questions related to this topic.

Q: What are product attributes?

A: Product attributes refer to the characteristics or features of a product or service that are perceived by customers or listeners. In the context of radio stations, product attributes can include event packaging, song collections, quality of reporting, request time, and the quality of broadcasters.

Q: Why are product attributes important for radio stations?

A: Product attributes are important for radio stations because they can influence listeners' perceptions and loyalty towards a particular radio station. By developing strong product attributes, radio stations can differentiate themselves from their competitors and build a strong brand image.

Q: What is the most dominant variable in forming brand image?

A: According to our study, the quality of the announcer is the most dominant variable in forming brand image. This is because listeners highly appreciate the ability of the announcer in presenting information and entertainment, which directly contributes to their experiences when listening to broadcasts.

Q: How can radio stations develop strong product attributes?

A: Radio stations can develop strong product attributes by focusing on the following:

Developing the quality of their announcers
Creating engaging and relevant content
Providing a unique and personalized listening experience
Building a strong online presence
Engaging with listeners through social media and other channels

Q: What are some common mistakes that radio stations make when it comes to product attributes?

A: Some common mistakes that radio stations make when it comes to product attributes include:

Failing to develop a clear and consistent brand identity
Ignoring the needs and preferences of their target audience
Focusing too much on short-term gains rather than long-term sustainability
Failing to measure and track the effectiveness of their product attributes
Not adapting to changes in the market or listener preferences

Q: How can radio stations measure the effectiveness of their product attributes?

A: Radio stations can measure the effectiveness of their product attributes by using a variety of metrics, including:

Listener engagement and loyalty
Revenue growth and profitability
Market share and competitiveness
Social media and online engagement
Customer satisfaction and feedback

Q: What are some best practices for radio stations to follow when it comes to product attributes?

A: Some best practices for radio stations to follow when it comes to product attributes include:

Conducting regular market research and analysis to stay ahead of the competition
Developing a clear and consistent brand identity and messaging
Focusing on creating engaging and relevant content that resonates with listeners
Building a strong online presence and engaging with listeners through social media and other channels
Continuously measuring and tracking the effectiveness of their product attributes and making adjustments as needed.

Conclusion

In conclusion, product attributes play a critical role in the formation of brand image at PT Kidung Indah Selaras Suara Medan. By developing strong product attributes, radio stations can differentiate themselves from their competitors and build a strong brand image. We hope that this Q&A article has provided valuable insights and information for radio stations looking to improve their product attributes and build a strong brand image.