Analisis Atribut Produk Listikel Terhadap Strategi Diferensiasi di Media Hipwee.com

Abstract

Listicle is a form of presenting journalistic products that are becoming a trend in online media. The structure is unique and brief, presenting an article with specific points. Listicle has been applied to various media portals in Indonesia, including Hipwee. Hipwee is an online media with the fastest development compared to other media with similar concepts. Moreover, studies on online journalism, specifically about the form of listicles, still need to be made available. This phenomenon triggers researchers to seek the differentiation strategies used by Hipwee Media in developing listicle content compared to its competitors. Therefore, this study aims to map the position of Hipwee’s present listicle content in competition with its competitors. It also explains the differentiation and strategies used in Hipwee Media presenting listicles. This study applies a quantitative descriptive research method combining content analysis techniques and multidimensional scaling. The study results show that Hipwee’s coordinates position for all tested product attributes is in the fourth dimension, with positive and negative dimension values. It has a superior tendency regarding the volume and main focus area. Hipwee is differentiated from its media competitors but could be more prominent. This research also proves that brand positioning can be viewed in many ways, including directly describing visible and measurable products.