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Chapter 4
Data Analysis
In this chapter, the result and analysis of exploratory and descriptive research will be explained clearly. The detailed explanation is shown below
IV.1. INTERVIEW IV.1.1 Objective
This interview done as a mean to gets data in general about habit of readers and the decision of Pikiran Rakyat in determining number of pages at Pikiran Rakyat to facilitate the audience in permeating information and news presented. And done with question which detailed, for supporting exploratory method in this research, researcher compares it with another newspaper. So researcher earns soon finds phenomenon that is actually happened, lifts it becomes a problems, does observation and FGD then finds correct solution
IV.1.2 Methodologies
Researcher chooses eight respondents based on classification of age determined and gives comparison between newspapers Pikiran Rakyat and Tribun jabar. Consideration selected is because both of newspaper has owned “Brand Awareness" in readers and advertiser eyes. Interview done is to know what kind of rubric does they very likes and gets more attention from them and advertisement effectively for the audience. Besides that, researcher does interview with the sides of Pikiran Rakyat represented by Editor in chief to know about their decision in determinations number of pages, position of news and advertisement quota given.
IV.1.3 Respondent
Pikiran Rakyat readers based on respondent that is accurate with age between 20-55 years and Pikiran Rakyat Editor in chief
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IV.1.4 Time
June 4th-6th 2007 at 10.00 – 12.00 PM
IV.1.5 Insight
Five of eight respondents interviewed have the same behavior to Pikiran Rakyat newspaper, that is reading newspaper from based on front page until hindmost pages, with average of time reads newspaper around 15-30 minutes. They also always pays attention to the advertisement in Pikiran Rakyat, The same behavior also seen from their way reads newspaper Pikiran Rakyat that is read the news from the top to bottom and when opening the pages they in advance reads pages at right side which none other than anomalous pages at newspaper. Besides that, they also more opting Pikiran Rakyat compared to another area in newspaper because besides more pages, information gotten also more believe by the audience. While three other respondents tells that they are more opting reads news at random based on level of importance they are at that day, however they is more paying attention to the advertisement and selective in reading news.
This thing also known by Pikiran Rakyat, that is by changing number of pages and form of their newspaper every year. Based on interview with Editor in Chief in Pikiran Rakyat, they always provide big advertisement space to the advertisers. Meanwhile space given by Pikiran Rakyat is position in centered to bottom so that division of news and advertisement doesn't collide head-on and facilitates the readers to permeate news and remembers available advertisement in Pikiran Rakyat.
IV.2 Observation IV.2.1.Objective
Purpose of researcher does observation is to know and observes directly behavior of people in reading Pikiran Rakyat
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IV.2.2 Method
Method done is by the way of experience survey to five respondent in library of SBM ITB that is by seeing way of respondent to read, stripper they are in reading one pages and attention to advertisement which in the newspaper.
IV.2.3 Time
Thursday and Friday 8 and 9 June 2007 at 07.00-09.00 WIB.
IV.2.4 Insight
The insight which finding from observation done simply equal to result from depth interview done that is three of five respondents reads newspaper sequentially whereas two other consistently only reads certain rubric at Pikiran Rakyat newspaper like sport news, main topic and just advertisement rubric however they read and pays attention to rubric which they are read and keep information searched in book or their hand phone.
IV.3. FOCUS GROUP DISCUSSION Date: 25 Junes - 1 July
Time: 11.00-12.00 WIB
Location: Pikiran Rakyat Editor in Chief Office
Objective: To know how far consumer behavior when reading Koran,
behavior of when reading advertisement and readers consistency to read Pikiran Rakyat in one weeks.
Participant: Ivan Wind Riri Wima Made Nanda Ranti Adit Image Bima
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IV.3.1 Methodology:
FGD (Focus Group Discussion) is in random to expert respondent. It has tightly relationship with Pikiran Rakyat like Pikiran Rakyat officer, advertiser and audience which has subscribed to newspaper more than 1 year. Usage of discussion system with studying the thing related to behavior and their habit to newspapers Pikiran Rakyat. Besides that, respondent will be given newspaper every day to be read. Hereinafter researcher will observe behavior of expert this respondent when they read newspaper researcher will observe and notes sequence rubric read by respondent and counts respondent read time when they read every rubric.
Table and data below will explain about form of physical of Koran, vesting of advertisement space on display pages and classified pages, behavior of audience of newspaper when they reading and opens newspaper. Form of newspaper becoming attention the side of Pikiran Rakyat so that there will be alteration every year. At the moment, Classification format of newspaper is divided to become 2 part that is headline and supplement, kind of news about Topik Utama, Bandung Raya, Jawa Barat, Classified ads and Olahraga admission in part of Overseas temporary headline, Surat pembaca, Economic and Daily supplement entered into a part of supplement. Following is figure and table detail of pages in Pikiran Rakyat and behavior of audience when reading newspaper.
29 Advertising space in Pikiran Rakyat also become a notice for Pikiran Rakyat. In Display (news) page, the space that given by Pikiran Rakyat is a half below on the page and it must have a figure. In Classified pages the advertising space given in all of part of the pages, and we can post the display pages but it no more than 2.5x5 cm.
Figure IV.2 Advertising space and layout in classified pages and display pages
After identified space of an advertisement in Pikiran Rakyat, we will identified how about the readers sequential read the newspaper and how long they pay attention in reading one topic. From the table IV.3.1.1 in the next page, it can identify type of topic that the readers think it’s important and frequently read by them and are they pay attention to an advertisement in those pages.
30 T ab le IV.1 F o cu s Gro u p Discu ss ion T est N ame Da y Ag e 1 T 2 T 3 T 4 T 5 T 6 T 7 Iv an Mo n 43 T opik U ta ma 5 Berita O lahrag a 10 Bandun g R ay a 8 Suple m en 3 Luar n eger i 1 Jaw a barat 3 Ikla n Tu e T opik U ta ma 6 Berita O lahrag a 8 Suple m en 4 Surat P e m ba c a 2 Bandun g R ay a 2 Jaw a barat 1 Ikla n We d T opik U ta ma 7 Berita O lahrag a 4 Suple m en 10 Surat P e m ba c a 2 Bandun g R ay a 2 Jaw a barat 2 Ikla n Th u T opik U ta ma 5 Berita O lahrag a 6 Suple m en 5 Surat P e m ba c a 2 Bandun g R ay a 2 Jaw a barat 2 Ikla n Fri T opik U ta ma 6 Berita O lahrag a 6 Suple m en 5 Surat P e m ba c a 2 Bandun g R ay a 2 Jaw a barat 3 Ikla n Sat T opik U ta ma 10 Berita O lahrag a 7 Lo w ongan Ker ja 10 Surat P e m ba c a 2 Bandun g R ay a 2 Jaw a barat 1 Ikla n Mo n T opik U ta ma 10 Berita O lahrag a 7 Low ongan Ker ja 10 Surat P e m ba c a 2 Bandun g R ay a 2 Jaw a barat 2 Ikla n Ri ri Mo n 31 Ikla n 9 T opik U ta ma 5 Bandun g R ay a 2 J a w a Barat 1 D a lam N egeri 3 Luar N e g e ri 3 O lahraga Tu e Ikla n 9 T opik U ta ma 5 Bandun g R ay a 3 J a w a Barat 3 D a lam N egeri 2 Luar N e g e ri 2 O lahraga We d Ikla n 9 T opik U ta ma 5 Bandun g R ay a 3 J a w a Barat 3 D a lam N egeri 3 Luar N e g e ri 3 O lahraga Th u Ikla n 9 T opik U ta ma 5 Bandun g R ay a 3 J a w a Barat 1 D a lam N egeri 2 Luar N e g e ri 2 O lahraga Fri T opik U ta ma 7 Suple m en 5 Surat P e m ba c a 1 O lahraga 1 Ikla n 2 Bandun g R ay a 2 J a w a Barat Sat Low ongan Ker ja 15 Ikla n 7 T opik U ta ma 2 O lahraga 7 Bandun g R ay a 3 J a w a Barat 3 Sur a tP e m b a c a Mo n Low ongan Ker ja 15 Ikla n 7 T opik U ta ma 3 O lahraga 10 Bandun g R ay a 3 J a w a Barat 3 S urat Pe mba c a M ade Mo n 27 O lahraga 5 Ikla n 10 Surat P e m ba c a 3 T opik U ta ma 8 Bandun g R ay a 3 J a w a Barat 1 Luar N e g e ri Tu e T opik U ta ma 6 Bandun g R a y a 8 J a w a Barat 2 Bandun g R ay a 4 Luar N e g e ri 2 Ikla n 2 O lahraga We d O lahraga 7 Suple m en 4 T opik U ta ma 2 Bandun g R ay a 10 J a w a Barat 2 D a lam N egeri 2 Luar N e g e ri Th u Suple m en 5 T opik U ta ma 6 O lahraga 2 Bandun g R ay a 5 J a w a Barat 2 Surat P e m ba c a 2 Ikla n Fri Suple m en 6 T opik U ta ma 6 O lahraga 2 Bandun g R ay a 5 J a w a Barat 2 Surat P e m ba c a 2 Ikla n Sat T opik U ta ma 10 Ikla n 7 Surat P e m ba c a 2 Bandun g R ay a 10 Low ongan Ker ja 2 O lahraga 5 J a w a Barat Mo n T opik U ta ma 10 Ikla n 7 Surat P e m ba c a 2 Bandun g R ay a 10 Low ongan Ker ja 2 O lahraga 6 J a w a Barat R anti Mo n 39 T opik U ta ma 9 Bandun g R ay a 5 J a w a Barat 1 D a lam N egeri 2 Luar N e g e ri 1 Ikla n 3 O lahraga Tu e T opik U ta ma 9 Bandun g R ay a 5 J a w a Barat 3 D a lam N egeri 3 Luar N e g e ri 3 Ikla n 2 O lahraga We d T opik U ta ma 9 Bandun g R ay a 5 J a w a Barat 3 D a lam N egeri 3 Luar N e g e ri 3 Ikla n 3 O lahraga Th u T opik U ta ma 9 Bandun g R ay a 5 J a w a Barat 1 D a lam N egeri 3 Luar N e g e ri 1 Ikla n 2 O lahraga Fri T opik U ta ma 7 Bandun g R ay a 5 J a w a Barat 1 D a lam N egeri 1 Luar N e g e ri 1 Ikla n 2 O lahraga Sat T opik U ta ma 15 Bandun g R ay a 7 J a w a Barat 1 D a lam N egeri 2 Low ongan Ker ja 1 Ikla n 3 O lahraga
31 Mo n T opik U ta ma 15 Bandun g R ay a 7 J a w a Barat 1 D a lam N egeri 3 Low ongan Ker ja 1 Ikla n 3 O lahraga Ci tra Mo n 41 T opik U ta ma 5 Bandun g R ay a 10 J a w a Barat 8 D a lam N egeri 8 Luar N e g e ri 3 Ikla n 3 O lahraga Tu e Suple m en 6 T opik U ta ma 8 Bandun g R ay a 4 J a w a Barat 4 Ikla n 2 Surat P e m ba c a 1 O lahraga We d T opik U ta ma 7 Bandun g R ay a 4 J a w a Barat 10 D a la m N egeri 10 Luar N e g e ri 2 Ikla n 2 S urat Pe mba c a Th u Suple m en 5 T opik U ta ma 6 Bandun g R ay a 5 J a w a Barat 5 Ikla n 2 Surat P e m ba c a 2 O lahraga Fri T opik U ta ma 6 Bandun g R ay a 6 J a w a Barat 5 D a lam N egeri 5 Luar N e g e ri 2 Ikla n 3 S urat Pe mba c a Sat T opik U ta ma 10 Bandun g R ay a 7 J a w a Barat 10 D a lam N egeri 10 Low ongan Ker ja 2 Ikla n 1 S urat Pe mba c a Mo n T opik U ta ma 10 Bandun g R ay a 7 J a w a Barat 10 D a lam N egeri 10 Low ongan Ker ja 2 Ikla n 2 S urat Pe mba c a Bay u M o n 5 2 T opik U ta ma 9 B andun g R ay a 5 J aw a B arat 2 O lahraga 2 S urat Pe mba c a 1I k la n 3 Luar N e g e ri T u e T opik U ta ma 9 B andun g R ay a 5 J aw a B arat 3 O lahraga 3 S urat Pe mba c a 3I k la n 2 Luar N e g e ri W e d S uple m en 9 S urat Pe mba c a 5 T opik U ta ma 3 B andun g R ay a 3 J aw a B arat 3 D alam N egeri 3I k la n T h u S uple m en 9 S urat Pe mba c a 5 T opik U ta ma 3 B andun g R ay a 3 J aw a B arat 1 D alam N egeri 2I k la n Fri S uple m en 7 S urat Pe mba c a 5 T opik U ta ma 10 Bandun g R ay a 1 J aw a B arat 1 D alam N egeri 2I k la n Sat Ik la n 15 Low ongan k e rja 7 S urat Pe m b a c a 2 T opik U ta ma 8 B andun g R ay a 1 O lahraga 3 D alam N egeri Mo n Ik la n 15 Low ongan k e rja 7 S urat Pe mba c a 3 T opik U ta ma 3 B andun g R ay a 1 O lahraga 3 D alam N egeri Wi m a Mo n 32 T opik U ta ma 5 Berita O lahrag a 10 T opik U ta ma 8 Surat P e m ba c a 3 Bandun g R ay a 3 J a w a Barat 1 S urat Pe mba c a Tu e Suple m en 6 T opik U ta ma 8 Bandun g R ay a 4 J a w a Barat 2 Ikla n 1 Surat P e m ba c a 2 O lahraga We d Ikla n 7 T opik U ta ma 4 Bandun g R ay a 10 J a w a Barat 2 Surat P e m ba c a 2 Suple m en 2 O lahraga Th u Suple m en 5 T opik U ta ma 6 Bandun g R ay a 5 J a w a Barat 2 Ikla n 3 Surat P e m ba c a 2 O lahraga Fri Bandun g R ay a 6 T opik U ta ma 6 Ikla n 5 J a w a Barat 2 Surat P e m ba c a 3 O lahraga 2 Suple m en Sat Ikla n 10 T opik U ta ma 7 Bandun g R ay a 10 J a w a Barat 2 Low ongan Ker ja 9 Surat P e m ba c a 2 O lahraga Mo n Ikla n 10 Low ongan Ker ja 7 Surat P e m ba c a 10 T opik U ta ma 2 Bandun g R ay a 8 J a w a Barat 2 O lahraga Y u lis Mo n 21 Suple m en 9 Surat P e m ba c a 5 Bandun g R ay a 2 T opik U ta ma 1 O iahraga 1 Ikla n 3 J a w a Barat Tu e Suple m en 9 Surat P e m ba c a 5 T opik U ta ma 3 Bandun g R ay a 3 D a lam neg eri 2 J a w a Barat 2 Ikla n We d Suple m en 9 Surat P e m ba c a 5 O lahraga 3 T opik U ta ma 3 D a lam neg eri 2 J a w a Barat 3 B andun g Ra ya Th u Suple m en 9 Surat P e m ba c a 5 T opik U ta ma 3 Bandun g R ay a 1 D a lam neg eri 2 Ikla n 2 J a w a Barat Fri Suple m en 7 Surat P e m ba c a 5 T opik U ta ma 5 Bandun g R ay a 1 D a lam neg eri 2 Ikla n 2 J a w a Barat Sat Low ongan Ker ja 15 Surat P e m ba c a 7 T opik U ta ma 5 Bandun g R ay a 1 D a lam neg eri 2 Ikla n 3 J a w a Barat Mo n Low ongan Ker ja 15 Surat P e m ba c a 7 T opik U ta ma 3 Bandun g R ay a 1 D a lam neg eri 2 Ikla n 3 J a w a Barat Adit Mo n 31 O iahraga 5 Ikla n 10 Luar N e g e ri 3 D a lam N egeri 3 J a w a Barat 1 Bandun g R ay a 3 T opik U ta ma
32 Tu e O iahraga 6 Ikla n 8 Luar N e g e ri 2 D a lam N egeri 1 J a w a Barat 3 Bandun g R ay a 1 T opik U ta ma We d O iahraga 7 Ikla n 4 Luar N e g e ri 3 D a lam N egeri 2 J a w a Barat 3 Bandun g R ay a 2 T opik U ta ma Th u O iahraga 5 Ikla n 6 Luar N e g e ri 2 D a lam N egeri 3 J a w a Barat 1 Bandun g R ay a 2 T opik U ta ma Fri O iahraga 6 Ikla n 6 Luar N e g e ri 2 D a lam N egeri 3 J a w a Barat 1 Bandun g R ay a 3 T opik U ta ma Sat O iahraga 10 Ikla n 7 Luar N e g e ri 3 D a lam N egeri 9 J a w a Barat 1 Bandun g R ay a 1 T opik U ta ma Mo n O iahraga 10 Ikla n 7 Luar N e g e ri 3 D a lam N egeri 8 J a w a Barat 1 Bandun g R ay a 2 T opik U ta ma Bim a Mo n 43 T opik U ta ma 9 Bandun g R ay a 5 J a w a Barat 2 O iahraga 1 Suple m en 3 Surat P e m ba c a 3 Ikla n Tu e T opik U ta ma 9 Bandun g R ay a 5 J a w a Barat 3 O iahraga 2 Suple m en 1 Surat P e m ba c a 2 Ikla n We d Suple m en 9 O lahraga 5 T opik U ta ma 3 J a w a Barat 2 Surat P e m ba c a 2 Ikla n 3 B andun g Ra ya Th u O lahraga 9 T opik U ta ma 5 Bandun g R ay a 3 J a w a Barat 2 Surat P e m ba c a 2 Ikla n 2 Luar N e g e ri Fri O lahraga 7 T opik U ta ma 5 Suple m en 1 J a w a Barat 2 Surat P e m ba c a 3 Ikla n 2 B andun g Ra ya Sat Ik lan 15 Low ongan Ker ja 7 T opik U ta ma 2 Bandun g R ay a 2 J a w a Barat 1 O lahraga 3 S urat Pe mba c a Mo n Ikla n 15 Low ongan Ker ja 7 T opik U ta ma 3 Bandun g R ay a 2 J a w a Barat 2 O lahraga 3 Luar N e g e ri
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IV.3.2 FGD Result
x Respondent usually pays attention to advertisement at Pikiran Rakyat, however kind of advertisement paid attention is different according to requirement they are at that day.
x They also pay attention to advertisement at rubric which they are read and get high intensity.
x Their characteristic in reading newspaper is based on fold, reads from the top to downwards, when opening pages, respondent reads right overleaf formerly.
x Most of them don’t repeat reads news on the same day because according to them reads news after 12.00 PM is an old fashion has, however respondent keeps and permeates information from the advertisement. Besides that they also saving and cuts advertisement which they to require.
x Average of respondent reads newspaper around 30 minutes
x Most of participant reads sequentially newspaper from most page front to hindmost yard.
x Not necessarily posting an advertisement in anomalous yard on news page however selecting at important rubrics like main topic, supplement, sport and bandung raya.
Rata-Rata Baca Suplemen Olahraga Iklan Luar Negeri Dalam Negeri Jawa Barat Bandung Raya Topik Utama 0 2 4 6 8 Rubrik Wa kt u Series1 6.3286 3.9571 2.4571 1.8429 0.8429 4.6286 3.6286 2.3429 1 2 3 4 5 6 7 8
Figure IV.3 Reading Average
Based on research tables which result of focus group discussion upper to be knowable that the rubric which getting more attention from the
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audience of Pikiran Rakyat is Main Topic, Advertisement and Bandung Raya. Besides that, at the same rubric respondent also pays attention to available advertisement so the post of advertisement at the rubrics still very effective only in the case of response from audience, that is of all depends on requirement of respondent at that moment
IV. 4 Questionaire
IV.4.1 Validity and Reliability
The counting of validity is done by using Pearson formula and done to know the order of coefficients from every question, this thing done to know level of question concordance with cognition of respondent.
Validity: Pearson coefficient of correlation (Product Moment)
Formula applied to finalize question of no 1:
¦
¦
¦
¦
¦
¦
¦
} ) ( }{ ) ( { ) )( ( 2 2 2 Y Y n X X n Y X Y X n r i i i i i i i xy 2 2 2 2 ( )( ) { ( ) }{ ( ) } i i i i xy i i i i n X Y X Y r n X X n Y Y¦
¦
¦
¦
¦
¦
¦
^
2`^
2`
(3054) -188842) ( 50 (188) -730) ( 50 ) (188)(3054 -11556) ( 50 = 0.3161So the validity coefficient for question of no 1 is 0.3161. Validity coefficient for countable another question can be done in the same way.
Reliability: Alpha Cronbach
Reliability coefficient formula for instrument of research which in the form of score is having scale ordinal measure, applied equation
koefesien-Į ( Cronbach, 1951 )
»
»
¼
º
«
«
¬
ª
»¼
º
«¬
ª
¦
2 21
1
x jS
S
k
k
D
35 k = Banyaknya belahan tes.
2 j
S
Varians belahan j; j = 1,2, … k2 x
S
Varians skor test. Si 2 ) 1 ( ) ( 2 ¦ n X Xi item pertanyaan 2 j S pert1 0.4718 pert2 0.3935 pert3 0.5816 pert4 0.9045 pert5 0.5306 pert6 0.5404 pert7 0.5000 pert8 0.4996 pert9 0.7576 pert10 0.4771 pert11 0.3200 pert12 0.3514 pert13 0.9486 pert14 0.9388 pert15 0.8690 pert16 0.8249 pert17 0.6269 2 1 k i iS
¦
10.5363 2 xS
47.0139 S2total = 47.0139So the Reliability coefficient is:
¸ ¹ · ¨ © § 47.0139 10.5363 1 1 17 17 D = 0.8244
If reliability coefficient has been calculated, hence to determine is tightly the relation of can be applied criterion Guilford (1956), that is:
1. Less than 0, 20 : a real Small relationship and can be disregarded 2. 0, 20 - < 0, 40 : Small relationship (not tightly)
3. 0, 40 - < 0, 70 : Relationship that is tightly enough 4. 0, 70 - < 0, 90 : Tightly relationship (reliable)
5. 0, 90 - < 1, 00 : a real tightly relationship (hardly reliable) 6. 1, 00 : Perfect relationship
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COEFFICIENT VALIDITY AND RELIABILITY
RECAPITULATION
Validity dan reliability counting from every question: Table IV.2 Validity and Reliability Variabel Pertanyaan Koefisien
Validitas Keterangan Koefisien Reliabilitas Keterangan pert1 0.3161 valid pert2 0.4673 valid pert3 0.6877 valid pert4 0.5094 valid pert5 0.3465 valid pert6 0.5388 valid pert7 0.5262 valid pert8 0.4804 valid pert9 0.5744 valid pert10 0.4211 valid pert11 0.5455 valid pert12 0.3733 valid pert13 0.4984 valid pert14 0.6101 valid pert15 0.6038 valid pert16 0.6265 valid pert17 0.5663 valid 0.8244 Reliable Reliability Statistics .824 17 Cronbach's Alpha N of Items
Based on data upper to be knowable that questionnaire result propagated is reliable to answer, this thing is visible from result of chronbach alpha which upper of standard applied and reachs 0.824
IV.4.2 Respondent Profile
Respondent of this questionnaire come from various characteristics. But they are loyal readers to Pikiran Rakyat and they live in Kotamadya Bandung.
37 Out of 255 questionnaires disseminated, knowable that most of Pikiran Rakyat respondents is men 179 respondents (70.2%) and woman 76 respondents (29.8%).
Table IV.3. Gender Jenis Kelamin 179 70.2 70.2 70.2 76 29.8 29.8 100.0 255 100.0 100.0 Laki-laki Perempuan Total Valid
Frequency Percent Valid Percent
Cumulative Percent
IV.4.4 OCCUPATION
Most of Pikiran Rakyat respondent profession as public servant with frequency 95 respondents (37.4%). meanwhile respondent working as private sector officer to amount to 88 respondents (34.5%).
Table IV.4 Occupation Pekerjaan 12 4.7 4.7 4.7 95 37.3 37.3 42.0 88 34.5 34.5 76.5 52 20.4 20.4 96.9 8 3.1 3.1 100.0 255 100.0 100.0 Mahasiswa Pegawai Negeri Pegawai swasta Wiraswasta Lainnya Total Valid
Frequency Percent Valid Percent
Cumulative Percent
IV.4.5 AGE
Based on quote sampling method, this questionnaire disseminated to 255 respondents and based on criteria of age sample and data from Pikiran Rakyat. Based on table upper to be knowable that most of Respondent of Koran Pikiran Rakyat is having age between 41-50 years with total 112 ( 43,9%). Then followed by respondent is having age 31-40 years 92 respondents or (36.1%).
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Table IV.4.5 Age Usia 30 11.8 11.8 11.8 92 36.1 36.1 47.8 112 43.9 43.9 91.8 21 8.2 8.2 100.0 255 100.0 100.0 20-30 tahun 31-40 tahun 41-50 tahun > 51 tahun Total Valid
Frequency Percent Valid Percent
Cumulative Percent
IV.4.6 Area of Residence
Questionnaire area disseminated is Kotamadya Bandung. These things were doing to facilitate data collecting and reach which fairly not wide. Out of 3000 Readers of Pikiran Rakyat newspaper is taken 255 people who is representing target market of Pikiran Rakyat and purpose of this research.
IV.4.7Analysis of Demographics
Based on the result of demographics data upper to be inferential that Most respondent of Pikiran Rakyat who live in area Kotamadya Bandung is men respondent is having age between 41-50 with works as Public servant. After known result of demographics hereinafter thing which will be checked is behavior of the readers of Pikiran Rakyat which they are read and their attention to the advertisement in Pikiran Rakyat.
IV.4.8 FREQUENCY analysis
Frequency analysis were done to know perception of respondent and their behavior when they read newspaper and their attention to advertisement which during the time at Pikiran Rakyat.
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Statement :
Table IV.5.3.1 “Saya membaca koran setiap hari”
pert1 4 1.6 1.6 1.6 13 5.1 5.1 6.7 89 34.9 34.9 41.6 113 44.3 44.3 85.9 36 14.1 14.1 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
113 respondents or around (44.3 %) agrees that every day they use opportunity intentionally themselves to read Pikiran Rakyat. While 89 respondents (34.9) express that they are not always reads Pikiran Rakyat every day although they subscribe to.
Table IV.5.3.2 “Saya membeli koran untuk mengetahui informasi terbaru setiap harinya” pert2 1 .4 .4 .4 8 3.1 3.1 3.5 55 21.6 21.6 25.1 134 52.5 52.5 77.6 57 22.4 22.4 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
134 respondents (52.5 %) agree that they buy a newspaper to know newest information every day. 55 other respondents (22.4%) even express agreeing that they buy Koran to know newest information every day.
Table IV.5.3.3 “Membaca koran Pikiran Rakyat membuat saya lebih tahu informasi seputar Jawa Barat”
pert3 5 2.0 2.0 2.0 25 9.8 9.8 11.8 88 34.5 34.5 46.3 118 46.3 46.3 92.5 19 7.5 7.5 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
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118 (46.3%) respondents answers that reading Pikiran Rakyat to make them is more knowingly news about West Java. While 88 respondents (345 %) other tells that they act is neutral.
Table IV.5.3.4 “Koran Pikiran Rakyat mempunyai isi yang lebih berkualitas dibandingkan koran sejenis”
pert4 1 .4 .4 .4 38 14.9 14.9 15.3 85 33.3 33.3 48.6 111 43.5 43.5 92.2 20 7.8 7.8 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
111 respondents ( 435%) answers agreeing that Koran Pikiran Rakyat has content which more with quality is compared to another newspaper. 85 ( 333) other respondent acted is neutral as respects to the
Table IV.5.3.5 “Selain membaca Pikiran Rakyat saya juga membaca koran lainnya”
pert5 2 .8 .8 .8 11 4.3 4.3 5.1 55 21.6 21.6 26.7 148 58.0 58.0 84.7 39 15.3 15.3 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
148 respondents (58 %) answers agree that besides reads Pikiran Rakyat respondent also reads another newspaper.
Table IV.5.3.6 “Saya cenderung tidak membaca semua rubrik ada di koran Pikiran Rakyat” pert6 2 .8 .8 .8 15 5.9 5.9 6.7 81 31.8 31.8 38.4 133 52.2 52.2 90.6 24 9.4 9.4 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
133 respondent’s (52%) answers that they tend to not to read all rubrics at Pikiran Rakyat. another 81 respondent ( 31.8%) tell that sometimes they read all rubrics at Pikiran Rakyat.
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Table IV.5.3.7 “Saya membaca koran secara berurutan dari halaman depan ke halaman belakang” pert7 3 1.2 1.2 1.2 24 9.4 9.4 10.6 86 33.7 33.7 44.3 123 48.2 48.2 92.5 19 7.5 7.5 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
123 respondents tell them to read sequentially newspaper from front yard to backyard. Another 86 respondents (33.7%) tell that they read depends on the situation on that time.
Table IV.5.3.8 “Saya memperhatikan iklan yang terdapat di koran”
pert8 2 .8 .8 .8 14 5.5 5.5 6.3 85 33.3 33.3 39.6 132 51.8 51.8 91.4 22 8.6 8.6 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
132 respondents (51.8%) tell that they pay attention to advertisement which there is in newspaper.
Table IV.5.3.9 “Iklan di koran membantu saya untuk mengetahui informasi yang saya butuhkan” pert9 19 7.5 7.5 7.5 81 31.8 31.8 39.2 88 34.5 34.5 73.7 57 22.4 22.4 96.1 10 3.9 3.9 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
88 respondents tell neutral and 81 tells disagree that an ad in newspaper assists them to know information required.
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Table IV.5.3.10 “Saya memperhatikan iklan yang terdapat pada halaman biasa”
pert10 2 .8 .8 .8 16 6.3 6.3 7.1 62 24.3 24.3 31.4 148 58.0 58.0 89.4 27 10.6 10.6 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
148 respondents (58%) agree that they pay attention to advertisement found on ordinary page (news page).
Table IV.5.3.11 “Saya memperhatikan iklan pada halaman khusus iklan”
pert11 5 2.0 2.0 2.0 42 16.5 16.5 18.4 160 62.7 62.7 81.2 48 18.8 18.8 100.0 255 100.0 100.0 Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
160 respondents (62.7%) tells that they pay attention to advertisement on classified advertisement page.
Table IV.5.3.12 “Saya lebih menyukai iklan yang berwarna”
pert12 2 .8 .8 .8 14 5.5 5.5 6.3 66 25.9 25.9 32.2 145 56.9 56.9 89.0 28 11.0 11.0 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
145 respondents (56.9) tells agreeing that they prefers display ads Prefer advertisement having color.
43 pert13 22 8.6 8.6 8.6 40 15.7 15.7 24.3 88 34.5 34.5 58.8 91 35.7 35.7 94.5 14 5.5 5.5 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
91 respondents (35.7) tell agreeing and 88 haves the character of neutral or at loose ends that they prefer an advertisement which having color.
Table IV.3.5.14“Iklan yang berukuran besar memudahkan saya untuk membaca iklan tersebut” pert14 12 4.7 4.7 4.7 23 9.0 9.0 13.7 95 37.3 37.3 51.0 98 38.4 38.4 89.4 27 10.6 10.6 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
98 respondents tells agreeing and another 95 respondents haves the character of neutral that which is bigger size facilitate them to read the advertisement.
Table IV.3.5.15 “Saya akan menghubungi pemasang iklan bila saya membutuhkan produk atau jasa tersebut”
pert17 2 .8 .8 .8 10 3.9 3.9 4.7 55 21.6 21.6 26.3 146 57.3 57.3 83.5 42 16.5 16.5 100.0 255 100.0 100.0
Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total Valid
Frequency Percent Valid Percent
Cumulative Percent
146 respondents (57.3%) tell that they will call the advertiser when they need the advertiser product or service.
IV.4.9 Analysis on Frequency
Based on result of knowable Frequency Analysis that respondent has position which much the same to based on statement about newspaper usefulness (no 1-7). According to the data, respondent think that Pikiran Rakyat has enough usefulness for knowing information required by them especially for the news in West Java
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area. Besides that, they still assuming that news and advertising space which given by Pikiran Rakyat still be better compared to another newspaper although respondent doesn't read all rubrics of the Pikiran Rakyat.
Meanwhile, similar comments come from respondent to statement about respondent response to the advertisement in newspaper. Their opinion is, they agree that the advertisement in newspaper Pikiran Rakyat draws their attention in each advertising layout that given by Pikiran Rakyat every day. Furthermore, respondent will call the advertiser when they need the advertiser product or service.
45 IV.4.10 Cross T abs Anal ysis T abl e IV .7. 1 C o rr el a ti on bet w een age and ty p e o f adver ti se m ent w h ic h re pondent li ke VA R00001 * V A R 00006 Cros s tabulat ion Jeni s ikl an y ang di suk a i To ta l 1 2 3 4 5 6 7 8 Us ia 21 -30 C ount 4 10 3 7 2 0 0 4 30 % w ithin VAR 000 01 13,3% 33 ,3% 10,0% 23,3% 6,7% ,0% ,0% 13,3% 100,0 % % w ithin VAR 000 06 100,0 % 43,5% 15,8% 14,3% 4,3% ,0% ,0% 21,1% 12,8% % o f T otal 1,7% 4,3% 1,3% 3,0% ,9% ,0% ,0% 1,7% 12,8% 31 -40 C ount 0 9 16 21 17 21 5 0 89 % w ithin VAR 000 01 ,0% 10,1% 18,0% 23,6% 19,1% 23,6% 5,6% ,0% 100,0 % % w ithin VAR 000 06 ,0% 39,1% 84,2% 42,9% 37,0% 42,0% 20,0% ,0% 37,9% % o f T otal ,0% 3,8% 6,8% 8,9% 7,2% 8,9% 2,1% ,0% 37,9% 41 -50 C ount 0 4 0 20 27 27 20 14 112 % w ithin VAR 000 01 ,0% 3,6% ,0% 17,9% 24,1% 24,1% 17,9% 12,5% 100,0 % % w ithin VAR 000 06 ,0% 17,4% ,0% 40,8% 58,7% 54,0% 80,0% 73,7% 47,7% % o f T otal ,0% 1,7% ,0% 8,5% 11,5% 11,5% 8,5% 6,0% 47,7% >5 1 C ount 0 0 0 1 0 2 0 1 4 % w ithin VAR 000 01 ,0% ,0% ,0% 25,0% ,0% 50,0% ,0% 25,0% 100,0 % % w ithin VAR 000 06 ,0% ,0% ,0% 2,0% ,0% 4,0% ,0% 5,3% 1,7% % o f T otal ,0% ,0% ,0% ,4% ,0% ,9% ,0% ,4% 1,7% To ta l C ount 4 23 19 49 46 50 25 19 235 % w ithin VAR 000 01 1,7% 9,8% 8,1% 20,9% 19,6% 21,3% 10,6% 8,1% 100,0 % % w ithin VAR 000 06 100,0 % 10 0,0 % 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % % o f T otal 1,7% 9,8% 8,1% 20,9% 19,6% 21,3% 10,6% 8,1% 100,0 %
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The analysis of the upper tables to be visible the behavior of respondent age to the advertisement type in newspaper Pikiran Rakyat.
x Most of respondent having age between 21-30 years to prefer advertisement type of cellular (33.3%) and vacation (23.3%)
x Most of respondent having age 31-40 years to prefer advertisement type of investment like advertisement of home sales, car, land, stock, etc ( 23.6%) and advertisement about place of vacation or travel ( 23.6%)
x Most of respondent having age 41-50 years to prefer advertisement type of investment like advertisement of home sales, car, land, stock, etc ( 24.1%) and advertisement of consumer goods and basic necessity of themselves ( 24.1%)
x Most of respondent having age > 51 years fairly not pays attention to available advertisement in newspaper. They are more opting to read news only.
47 T abl e IV .7. 2 Co rrelatio n b etween a g e with ru b ric wh ich g et m o re a tten tio n tha n the o th er VA R00001 * V A R 00004 Cros s tabulat ion VAR 00004 To ta l 1 2 3 6 7 8 9 VAR 00001 1 C ount 6 4 0 9 5 4 2 30 % w ithin VAR 000 01 20,0% 13,3% ,0% 30,0% 16,7% 13,3% 6,7% 100,0 % % w ithin VAR 000 04 6,8% 7,8% ,0% 13,4% 25,0% 100,0 % 18,2% 11,8% % o f T otal 2,4% 1,6% ,0% 3,5% 2,0% 1,6% ,8% 11,8% 2 C ount 33 19 4 24 8 0 4 92 % w ithin VAR 000 01 35,9% 20,7% 4,3% 26,1% 8,7% ,0% 4,3% 100,0 % % w ithin VAR 000 04 37,5% 37,3% 28,6% 35,8% 40,0% ,0% 36,4% 36,1% % o f T otal 12,9% 7,5% 1,6% 9,4% 3,1% ,0% 1,6% 36,1% 3 C ount 37 21 8 34 7 0 5 112 % w ithin VAR 000 01 33,0% 18,8% 7,1% 30,4% 6,3% ,0% 4,5% 100,0 % % w ithin VAR 000 04 42,0% 41,2% 57,1% 50,7% 35,0% ,0% 45,5% 43,9% % o f T otal 14,5% 8,2% 3,1% 13,3% 2,7% ,0% 2,0% 43,9% 4 C ount 12 7 2 0 0 0 0 21 % w ithin VAR 000 01 57,1% 33,3% 9,5% ,0% ,0% ,0% ,0% 100,0 % % w ithin VAR 000 04 13,6% 13,7% 14,3% ,0% ,0% ,0% ,0% 8,2% % o f T otal 4,7% 2,7% ,8% ,0% ,0% ,0% ,0% 8, 2% To ta l C ount 88 51 14 67 20 4 11 255 % w ithin VAR 000 01 34,5% 20,0% 5,5% 26,3% 7,8% 1,6% 4,3% 100,0 % % w ithin VAR 000 04 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % 100,0 % % o f T otal 34,5% 20,0% 5,5% 26,3% 7,8% 1,6% 4,3% 100,0 %
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From the data upper we can see the relationship about respondent age with rubric that is at longest read by the respondent.
x Respondent is having age 21-30 years to tend to reads classified advertisement pages (30%) and main topic (20%). This thing is because of because respondent at the age of the more paying attention to their life style like advertisement of cellular and place of vacation. Besides when reading news they only read important news and draws attention they only.
x Respondent is having age 31-40 years to tend to reads main topic pages, classified advertisement pages and Bandung Raya pages. This thing is because respondent at the age of this chooses and pays attention to important news and news in area of around them, as well as they pay attention to advertisement leading to business and investment on page special advertisement.
x Respondent is having age 41-50 years to tend to has the same habit with respondent is having age 31-40. This thing is caused by at the age of like this they are pay attention for their individual life compared to social life.
x Respondent is having age 41-50 years to tend to only reads important news and news at area they are just because usually they fairly not fully pays attention to classified advertisement again.
IV.4.11 Analysis of Cross Tabulation
The result from cross tabulation is the same with Maslow Hierarchy of needs that older respondent has higher needs hierarchy of respondent. Like for the respondent having age between 21-30 years old give pays more attention to cellular and vacation advertisement. It cause they still finding the physiological needs for their lifestyle but for the people between 31-50 years old the pays more attention for investment ads, consumer goods, etc for their social. ego and self actualization needs.
But, they have same opinion with a kind of rubric that they read longer than another topic. They pay more attention to Main Topic,
49 because it’s easier to read, more important for them and more famous news than the other.
IV.5.5 Overall Analysis
From the exploratory research and distribution of questionnaire, it can be identified that the readers of Pikiran Rakyat not reads all contain of newspaper everyday although they buy the newspaper. They just read the news based on their needs and read the same topic everyday. Different kinds of respondent have different needs. It’s influencing by their social, lifestyle or information needs.
The respondents that follow FGD, interviewed and fill in the questionnaire is expert respondent or the respondent that knowing the type, contains and advertising space in Pikiran Rakyat. Most of the respondent has same behavior when they read and open Pikiran Rakyat pages. They also have same opinion that they pay attention to the advertising in newspaper. They read any kind of advertising both in display (news) pages or in classified pages, but they get clearly information from the display pages, on classified page they will find the phone number and call the advertiser. So advertiser can post an ad everywhere they want with clearly information of type of product and themselves.
An advertisement in Pikiran Rakyat gives information about respondent needs. And respondent will doing a buying decision process and AIDA model in pervade the information that given by the advertiser. They will choose an ad that they feel appropriate with their needs, commonly they call the advertiser, keep the information and search the alternative of their needs. Respondent also doing a post purchase evaluation by used that product again or choose another product and if the readers dissatisfied with an ads the can post it to Surat Pembaca. So Pikiran rakyat will accommodate all the readers’ needs and want.
