Analysis of Factors Affecting Consumer Behavior to Watch Kick Andy Program at Grand Studio Metro TV Kedoya, West Jakarta

In this research, four factors influence the behaviour of consumers, namely: Cultural, Social, Personal and Psychological; researchers include another variable that is the education variable which is one of the functions of communication (television). This study aimed to analyze how much influence partial and simultaneously of consumer behaviour toward watching decision. The research was conducted, and watched the Kick Andy program that came to Grand Studio Metro TV. This study collected primary data by sending questionnaires directly to the audience—a cumulative sample size of 135 respondents was used in this study. The analytical method used was the SEM (Structural Equation Model) and processed by AMOS software program 22. The results of the analysis show that the behaviour of consumers has an influence on the decision for watching with r-squares of 0.857 or 85.7%, which means that the variable decision for watching can be explained by the variables of Culture, Social, Personal, Psychological, and Education 85.7%, while the remaining 14.3% influenced by another variable outside this research.


INTRODUCTION
Most of watching television activities originated from a need for information and entertainment, which later became a pattern and became a daily habit (Rosenstein & Grant, 1997). Watching television is a complex process in domestic practice, which generally can only be understood in the context of everyday life. This is because television is only one of the many entertainment industries that provide pleasure (Andrejevic, 2008). On the other hand, television has interactive relationships with other entertainment institutions. Television has attractiveness and value in each of the segments, which are mutually supportive and beneficial. In this case, the strength of television lies in its ability to make people watch television in search of information, knowledge and entertainment. Each television has a segment of the various programs it broadcasts. Each program may develop its appeal to a similar or different audience. Every television broadcast program competitively takes place, along with the audience response. So the program selection itself is a television media response to the cultural rhythm of society (Williams, 2004).
The development of the television industry in Indonesia began with the airing of Televisi Republik Indonesia (TVRI) in 1962 (Rahkmani, 2013). In 2002, the Republic of Indonesia issued Government Regulation No. 9 of 2002, which regulates the change in the status of TVRI from a Jawatan Company to a Persero or PT. Based on Law Number 32, the Year 2002 concerning broadcasting, television with national broadcasts are TVRI, RCTI, SCTV, MNCTV, ANTV, Indosiar, Metro TV, Trans 7, Trans TV, tvOne, GTV, iNews TV, RTV, Kompas TV, and NET (KPI.go.id) Television workers must continue to develop creativity in creating and building program programs so that television stations can survive in the tight competitive market. Various programs try to be presented, such as talk shows, infotainment, news, films and entertainment, sports, game shows, reality shows, and so on, to attract the audience's attention (Hesmondhalgh & Baker, 2008).
A talk show program is a program that presents one or several people to discuss a particular topic guided by a host. Those invited (as resource persons) have direct experience with the events or topics being discussed or those who are experts in the issues being discussed (Morissan, 2008). In an event program, it must have an attraction to get the attention of its audience, including in a talk show it also has three important attractions to get the attention of the audience, namely the presenter, the topic of conversation and the figures or speakers (Wibowo, 2007).
Metro TV has various programs, one of which has become the flagship of Kick, Andy. The Kick Andy talk show program is one of the programs broadcast and packaged in conversations that can provide knowledge in the form of information and education to the audience. Kick Andy tells the story of human life, which is sometimes hard to believe if everything happens around us. The Kick Andy talk show contains many events about characters, successful people or communities who have more and more interesting experiences to be used as inspiration to motivate people who watch it so they can see the lives of people around them and appreciate their life and time more (Kick Andy Book Vol. I of 2012).  Setiadi (2008) states that customer decisionmaking is a mechanism of convergence that integrates expertise to compare and select alternatives.
The purpose of this analysis is to explore the cultural aspect based on the problem formula mentioned, social, personal, psychological and educational influences on the decision to watch the Kick Andy program at Grand studio Metro TV either partially or simultaneously. This study wanted to know and explain the effect jointly and partially on consumer behaviour and education (X) on the decision to watch (Y).

B.
LITERATURE REVIEW

Consumer Behaviour
Consumer behavior, as described by Mowen & Minor (2002), is the analysis of the units and decision-making processes involved in the acquisition, use, and determination of products, services, and ideas. According to Mangkunegara (2002), "consumer behaviour" refers to the behaviors taken by people, communities, or organisations in connection with the decision-making process associated with acquiring, utilizing, or using economic products or services that are affected by the setting. Meanwhile, consumer behavior, as described by Kotler (2009), is the study of how individuals, communities, and organizations pick, purchase, and use products, services, concepts, and experiences to meet their needs and desires.
Consumer behavior, as described by Engel et al. (1994), is any activity that is specifically related to acquiring, purchasing, and distributing goods and services, as well as the processes that precede and accompany these acts. Swastha & Handoko (2000) describe consumer behavior as the actions of individuals that are actively engaged in the acquisition and use of products and services, as well as the decisionmaking mechanism involved in planning and deciding these activities. Meanwhile, Setiadi (2008) defines consumer behavior as "any activity closely associated with purchasing, producing, and consuming a good or service, including the processes that precede and accompany this action." The researcher attempts to infer from the above concepts that consumer behavior is the preceding and subsequent behaviors of consumers (individuals, communities, or institutions) in acquiring, utilizing (spending, enjoying) goods, services, and experiences.

Factors Affecting Consumer Behavior
Consumer behaviour is strongly influenced by outside humans (external) and factors that exist within humans (internal). External factors are cultural and social factors, while internal factors are personal and psychological factors. According to Kotler and Keller (2018), the following influences affect customer behavior: a. Culture, subculture, and social class are also cultural influences. b. Social Factors: Group of Reference, Family, Job, and Status c. Individual Factors: Age and Life Stage, Employment and Economic Situation Individuality and self-concept, as well as lifestyle and values d. Psychological variables: motivation, perception, acquisition of knowledge, and memory.
The function of television as a form of modern mass media has many uses for television. In the beginning, television was present to contribute to a country. This is because its role as a state and government system subsystem, where a television station operates, the nature of the information, education and entertainment it broadcasts depends on the state system and the government concerned. According to Effendy (2002), television has four functions, namely: Information, Education, Entertainment, influencing.

Viewing Decision
The decision-making process is strongly influenced by consumer behaviour. The process is a problem-solving process to meet consumer wants or needs. According to researchers, the decisions taken by the audience to watch a television program are the same as the decisions taken by consumers in purchasing goods or services.

Definition of Watching Decisions
Consumer decision making covers all the processes that consumers go through to identify wants, evaluate alternatives and choose which television programs to watch. According to researchers, the decisions taken by the audience to watch a television program are the same as the decisions taken by consumers in purchasing goods or services. A purchase decision is an action or consumer behaviour whether or not to make a purchase or transaction. Whether or not the number of consumers in making a decision is one determinant of whether or not the company's goals are achieved.
According to Kotler & Armstrong (2004), "a purchasing decision is a stage of the decision process where consumers actually make a product purchase". They conclude that the buying decision-making process consists of five stages: identifying desires, gathering knowledge, evaluating options, making a purchase, and postpurchase behavior. Thus, buying decisions may be used to determine whether or not a company's objectives are met.

Hypothesis
A hypothesis is a temporary conclusion or conjecture on a statement whose truth must be tested, whether the statement is true or false. The hypotheses in this study are as follows:

C. METHOD
Quantitative analysis was used to interpret the data gathered in this report. The demographic for this sample was the audience that came to watch the Kick Andy show at Grand Studio Metro TV as it was being shot (taped), with an average of 450 to 550 viewers a week. According to Sugiyono (2016), the survey is a subset of the population's size and characteristics. The sample size is modified in accordance with the research model used in this report, namely structural equation modeling (SEM) through the AMOS 22 software (Hair et al., 2006). The sample size used to estimate the standard error of the mean (SEM) using the maximum likelihood (MLE) estimation model is between 100 and 200 samples (Ghozali, 2008).

SEM Assumption Test Results
The assumptions that must be met or become requirements in SEM analysis, in the form of data normality and outliers.

Data Normality
The following examination determines the degree of normality of the data used in the analysis by examining the skewness and kurtosis of the data and determining if the critical ratio (cr) on the skewness and kurtosis of the data is about 2.58. The vital ratio, skewness, and kurtosis values are used to determine normality. If both the cr skewness value and the multivariate value are less than 2.58, the data is considered to be normally distributed. The findings of the normality review indicate that all variables and metrics in the model satisfy the normality statement by falling within the range of -2.58 to +2.58.

Outlier Checking
Outlier is a term that refers to an observation state in data that is markedly different from other measurements and appears There are no findings of a Mahalanobis value greater than 350.995 based on the performance of the Mahalanobis distance Full Model Fit using the AMOS 22 software. Thus, it can be argued that the analysis data used in this study contains no outliers.

Analysis of Structural Equation Modeling (SEM) Full Model
The goodness of fit test indicates that the complete model has a good fit, with a Chi-Square value less than the Chi-Square table, a chance greater than 0.05, and values for CMIN/DF, RMSEA, GFI, AGFI, CFI, and TLI that are within the prescribed range. Table 1 summarizes the findings of the Full Model Fit evaluation.   According to Table 2, there are two dimensions and measures in the Full Model that are statistically meaningful with a p-value = 0.001 (*** sign), one that is 0.05, and two that are > 0.10.
To assess the validity of the whole model, see Table 3 below: Source: Processing Amos 22

Table 3 Full Model Validity Test
In

Test of Construct Reliability Validity
Reliability quantifies the intrinsic accuracy of a formation variable's indicators, indicating the degree to which each indicator represents a generalized variable. There are two methods available: composite (construct) and vector removed. The minimum value for build stability is 0.70, while the minimum value for derived variance is 0.50 (Ghozali, 2008).
The findings indicated that all build measurements and metrics had a standardized loading factor value greater than 0.5. Both dimensions and constructs have a Construct Reliability (CR) greater than 0.7, and the Variance Extract (VE) is almost completely greater than 0.5. As a result, it can be inferred that the Full Model's testing factors, dimensions, and metrics all have a high degree of reliability and validity.

Hypothesis Test
Furthermore, hypothesis testing will be carried out as proposed on the previous page. Testing is carried out on one hypothesis simultaneously and partially on five hypotheses. Simultaneous testing uses the Goodness of Fit Index criteria from the Full Model test results listed in Table 4.4. Partial testing uses the value of the t-value or Critical Ratio (CR) in this case at the level of 5% = 1.96 with a significance level of 0.05 in the Regression Weight (Group number 1 -Default model) from the results of processing AMOS 22 as presented in Table 5: The test criterion is Ho reject (accepted research hypothesis) if the Critical Ratio (CR) > 1.96 and P is 0.001 (*** sign) or the probability value (P) <0.05. The results of testing all the hypotheses proposed in this study are as follows: 1. Hypothesis 1 (H1) Culture has a positive and significant effect on the decision to watch the Kick Andy program at Grand Studio Metro TV.
The respondents' opinion about cultural variables obtaining an average value of 75.0%, indicates that most respondents agree that cultural variables affect the audience to watch Kick Andy on Grand Studio Metro TV. The test results showed insignificant results, with a value of CR amounting to 2.010 meets the requirements > 1.96, but the P-value of 0.376 does not meet the requirements of P < 0.001 (marked ***). Thus, hypothesis 1 (H1) in this study cannot be accepted.  Psychological factors positively and significantly affect the audience's decision to watch Kick Andy on Grand Studio Metro TV. This shows that the psychological factors that exist in Kick Andy's audience, such as motivation, perception of learning and memory, have a match or conformity with the Kick Andy program, and there is good or positive memory and learning when watching Kick Andy program on Grand Studio Metro TV. If the Kick Andy program increases the psychological variables again, there will be an increase in viewers.
The educational factor positively and significantly affects the audience's decision to watch Kick Andy on Grand Studio Metro TV. This shows that the Kick Andy program's educational value attracts the audience's attention to come to the Grand Studio. Themes, presenters and resource persons on the Kick Andy program also attracted the audience's attention to come to Grand Studio Metro TV to watch the Kick Andy program. Television programs with educational material or content are an alternative to current television programs during many entertainment programs, films, talk shows or soap operas with almost no educational elements. If the Kick Andy program increases the educational variable, there will be an increase in viewers.