MOTIF MENGGUNAKAN MEDIA MASSA DAN KEPUASAN MENGONSUMSI HARD NEWS PADA SIVITAS AKADEMIKA FISIP UNIVERSITAS ANDALAS

ULFA, PUTRI YENI (2018) MOTIF MENGGUNAKAN MEDIA MASSA DAN KEPUASAN MENGONSUMSI HARD NEWS PADA SIVITAS AKADEMIKA FISIP UNIVERSITAS ANDALAS. Diploma thesis, Universitas Andalas.

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Abstract

Kebutuhan informasi saat ini menjadi kebutuhan utama bagi setiap orang, terutama pada masyarakat akademik. Sivitas akademika FISIP Universitas Andalas merupakan masyarakat akademik yang membutuhkan informasi lebih dalam mengenai permasalahan sosial politik di Indonesia. Kebutuhan informasi tersebut dapat diperoleh melalui hard news pada media massa seperti televisi,surat kabar dan media online. Penelitian ini memilki dua tujuan. Pertama, melihat hubungan motif menggunakan media massa dan kepuasan mengonsumsi hard news. Kedua, melihat perbandingan kepuasan yang didapatkan pada media televisi, surat kabar dan media online pada sivitas akademika FISIP Universitas Andalas. Jenis penelitian ini adalah penelitian eksplanatif korelasi dan komparasi dengan pendekatan kuantitatif. Penelitian menggunakan metode survei dengan menyebarkan kuesioner pada objek penelitian sebanyak 94 responden yang merupakan sivitas akademika FISIP Universitas Andalas. Teknik pengambilan sampel yang digunakan adalah teknik sampel acak stratifikasi proporsional. Teori uses and gratification digunakan untuk menganalisis penelitian. Analisis data yang digunakan adalah analisis korelasi separman rank untuk melihat hubungan motif menggunakan media massa dengan kepuasan mengonsumsi hard news. Berikut, untuk menguji perbandingan kepuasan pada media televisi, surat kabar dan media online menggunakan uji one way anova. Hasil penelitian menunjukkan motif dan kepuasan yang mendominasi pada sivitas akademika FISIP Universitas Andalas terdapat pada sub variabel informasi, yakni motif informasi dan kepuasan informasi. Berdasarkan hasil uji korelasi spearman rank terdapat hubungan yang signifikan antara motif menggunakan media massa dan kepuasan mengonsumsi hard news pada sivitas akademika FISIP Universitas Andalas dengan korelasi kuat. Hasil pengujian one way anova menunjukkan tidak terdapat perbandingan kepuasan pada media televisi, surat kabar dan media online. Ketiga media tersebut berada pada kategori puas dengan urutan kepuasan pada surat kabar, media online dan televisi. Kata Kunci : Motif, Media Massa, Kepuasan, Hard News, Uses and Gratification ABSTRACT THE MOTIVES OF USING THE MASS MEDIA AND THE SATISFACTION OF CONSUMING THE HARD NEWS IN ACADEMIC SOCIETY OF SOCIAL AND POLITICAL SCIENCE FACULTY, ANDALAS UNIVERSITY By: Ulfa Putri Yeni 1310861034 Supervisors: Yayuk Lestari, MA Novi Elian, M.si Information needs at this time became the primary needs for everyone, especially in the academic society. Academic society of Social and Political Science Faculty, Andalas University is a community who need more information about socio-political problems in Indonesia. The needs of such information can be obtained through the hard news in the mass media such as television, newspapers and online media. This study had two purposes. First, to see the relation between the motives using mass media and the satisfaction of consuming the hard news. Second, to see the comparison of satisfaction that is obtained on television, newspapers and online media in academic society of Social and Political Science Faculty, Andalas University. The type of research is correlation of explanatory research and comparison with the quantitative approach. This research using survey method by disseminating questionnaires of the research on the object as much as 94 respondents in Social and Political Science Faculty, Andalas University. Sampling techniques that is used is proportionate random sampling technique of stratification. The theory of uses and gratification are used to analyze the research. The analysis of the data that is used is the analysis of correlation separman rank to see the relation between the motives of using the mass media and the satisfaction of consuming hard news. Here, to test the comparison of satisfaction on television, newspapers and online media uses one way anova test. The results showes that the motives and satisfaction that dominate in academic society of Social and Political Science Faculty, Andalas University is present on the subvariabel information, i.e. the information motives and the satisfaction of the information. Based on the correlation of spearman rank test results, there are significant relations between the motives of using the mass media and the satisfaction of consuming the hard news in academic society of Social and Political Science Faculty, Andalas University with a strong correlation. The result of one way anova test indicates that there is no comparison of satisfaction on television, newspapers and online media. And the three media above are categorised satisfied with the order of satisfaction on newspapers, online media and television. Key words: motive, Mass Media, satisfaction, Hard News, Uses and Gratification

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