From Print to Digital Newspaper: Analysis of Consumers' Motivation to Buy Newspapers

Abstract

The development of the digital world has an impact on the print media sector. Print newspapers are starting to compete with digital media that can be accessed online. This study aims to determine the effect of content on print media, namely general information, scientific information, entertainment information, job vacancies information, and advertising information, on the motivation to buy the Kedaulatan Rakyat, a printed newspaper. The research was conducted in the city of Yogyakarta with a quantitative research design. The method of determining the sample used is incidental sampling with purposive sampling. The sample in this study amounted to 102 respondents, i.e., buyers of the Kedaulatan Rakyat daily newspaper in the Special Region of Yogyakarta (DIY). Data collection techniques with survey methods through questionnaires. Hypothesis testing using the average difference test and multiple linear regression. The results of this study indicate that the motivation to obtain general information, knowledge, entertainment, job vacancies, and advertisements simultaneously affect the purchase decision of printed newspapers. The five categories of motivation all have significant differences, proving that consumers can distinguish various motivations in buying the newspaper's printed version.