Chapter 4 Data Analysis

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 25

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

26

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

27

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.

Figure IV.1 Type of Main Topic and supplement

28

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.

29

30

Ranti

Made

Riri

Name Ivan

Wed Thu Fri Sat

39

Topik Utama Topik Utama Topik Utama Topik Utama


Sat Mon Mon Tue

Topik Utama Lowongan Kerja Lowongan Kerja Olahraga

Iklan Iklan Iklan Iklan


1 Topik Utama Topik Utama Topik Utama

Topik Utama Olahraga Suplemen Suplemen

27

31

Age 43

Tue Wed Thu Fri

Fri Sat Mon Mon

Mon Tue Wed Thu

Thu Fri Sat Mon

Day Mon Tue Wed

9 9 7 15

10 10 9 9

6 7 5 6

7 15 15 5

9 9 9 9

5 6 10 10

T 5 6 7

Bandung Raya Bandung Raya Bandung Raya Bandung Raya

Iklan Iklan Bandung Raya Bandung Raya

Bandung Raya Suplemen Topik Utama Topik Utama

Suplemen Iklan Iklan Iklan


Berita Olahraga Berita Olahraga Berita Olahraga Berita Olahraga

2 Berita Olahraga Berita Olahraga Berita Olahraga

5 5 5 7

7 7 5 5

8 4 6 6

5 7 7 10

5 5 5 5

6 6 7 7

T 10 8 4

Jawa Barat Jawa Barat Jawa Barat Jawa Barat

Surat Pembaca Surat Pembaca Jawa Barat Jawa Barat

Jawa Barat Topik Utama Olahraga Olahraga

Surat Pembaca Topik Utama Topik Utama Surat Pembaca


Suplemen Suplemen Lowongan Kerja Lowongan Kerja

3 Bandung Raya Suplemen Suplemen

3 1 1 1

2 2 1 3

2 2 2 2

1 2 3 3

2 3 3 3

5 5 10 10

T 8 4 10

Dalam Negeri Dalam Negeri Dalam Negeri Dalam Negeri

Bandung Raya Bandung Raya Dalam Negeri Dalam Negeri


Olahraga Olahraga Olahraga Topik Utama

Jawa Barat Jawa Barat Jawa Barat Jawa Barat

Surat Pembaca Surat Pembaca Surat Pembaca Surat Pembaca

4 Suplemen Surat Pembaca Surat Pembaca

Table IV.1 Focus Group Discussion Test

3 3 1 2

10 10 2 3

4 10 5 5

1 7 10 8

1 3 3 1

2 2 2 2

T 3 2 2

Luar Negeri Luar Negeri Luar Negeri Lowongan Kerja

Lowongan Kerja Lowongan Kerja Luar Negeri Luar Negeri

Luar Negeri Jawa Barat Jawa Barat Jawa Barat

Iklan Bandung Raya Bandung Raya Bandung Raya

Dalam Negeri Dalam Negeri Dalam Negeri Dalam Negeri


5 Luar negeri Bandung Raya Bandung Raya

3 1 1 1

2 2 1 3

2 2 2 2

2 3 3 3

3 2 3 2

2 2 2 2

T 1 2 2


Olahraga Olahraga Iklan Iklan

Iklan Dalam Negeri Surat Pembaca Surat Pembaca

Bandung Raya Jawa Barat Jawa Barat Jawa Barat

Luar Negeri Luar Negeri Luar Negeri Luar Negeri

Jawa barat Jawa barat Jawa barat Jawa barat

6 Jawa barat Jawa barat Jawa barat

3 2 2 3

5 6 3 2

2 2 2 2

2 3 3 1

3 2 3 2

2 3 1 2

T 3 1 2

7

Olahraga Olahraga Olahraga Olahraga

Jawa Barat Jawa Barat Olahraga Olahraga

Olahraga Luar Negeri Iklan Iklan

Jawa Barat Surat Pembaca Surat Pembaca Luar Negeri

Olahraga Olahraga Olahraga Olahraga


Iklan Iklan Iklan

Adit

Yulis

Wima

Bayu

Citra

31

Lowongan Kerja Lowongan Kerja Oiahraga

Sat Mon Mon

Bandung Raya Iklan Iklan Suplemen

Topik Utama Suplemen Iklan Suplemen

Suplemen Suplemen Suplemen Suplemen

21

32

Suplemen Suplemen Iklan Iklan

Tue Wed Thu Fri

Fri Sat Mon Mon

Mon Tue Wed Thu

Thu Fri Sat Mon

Topik Utama Topik Utama Topik Utama Suplemen

52

Mon Mon Tue Wed

Topik Utama Topik Utama Suplemen

Topik Utama Suplemen Topik Utama Topik Utama

41

Wed Thu Fri Sat

Mon Mon Tue

15 15 5

9 9 9 7

6 10 10 9

5 6 7 5

9 7 15 15

10 9 9 9

7 5 6 10

15 5 6

Surat Pembaca Surat Pembaca Iklan

Surat Pembaca Surat Pembaca Surat Pembaca Surat Pembaca

Topik Utama Topik Utama Lowongan Kerja Surat Pembaca

Berita Olahraga Topik Utama Topik Utama Topik Utama

Surat Pembaca Surat Pembaca Lowongan kerja Lowongan kerja

Bandung Raya Bandung Raya Bandung Raya Surat Pembaca

Bandung Raya Topik Utama Bandung Raya Bandung Raya

Bandung Raya Bandung Raya Topik Utama

7 7 10

5 5 5 5

6 7 7 5

10 8 4 6

5 5 7 7

7 5 5 5

4 6 6 7

7 10 8

Topik Utama Topik Utama Luar Negeri

Topik Utama Olahraga Topik Utama Topik Utama

Iklan Bandung Raya Surat Pembaca Bandung Raya

Topik Utama Bandung Raya Bandung Raya Bandung Raya

Topik Utama Topik Utama Surat Pembaca Surat Pembaca

Jawa Barat Jawa Barat Jawa Barat Topik Utama

Jawa Barat Bandung Raya Jawa Barat Jawa Barat

Jawa Barat Jawa Barat Bandung Raya

5 3 3

3 3 3 5

5 10 10 2

8 4 10 5

3 10 2 3

10 2 3 3

10 5 5 10

1 8 4

Bandung Raya Bandung Raya Dalam Negeri

Bandung Raya Topik Utama Bandung Raya Bandung Raya

Jawa Barat Jawa Barat Topik Utama Topik Utama

Surat Pembaca Jawa Barat Jawa Barat Jawa Barat

Bandung Raya Bandung Raya Topik Utama Topik Utama

Dalam Negeri Olahraga Olahraga Bandung Raya

Dalam Negeri Jawa Barat Dalam Negeri Dalam Negeri

Dalam Negeri Dalam Negeri Jawa Barat

1 1 3

3 3 1 1

2 2 2 1

3 2 2 2

3 1 8 3

10 2 3 3

10 5 5 10

3 8 4

Dalam negeri Dalam negeri Jawa Barat

Dalam negeri Dalam negeri Dalam negeri Dalam negeri

Surat Pembaca Lowongan Kerja Bandung Raya Oiahraga

Bandung Raya Iklan Surat Pembaca Iklan

Jawa Barat Jawa Barat Bandung Raya Bandung Raya

Lowongan Kerja Surat Pembaca Surat Pembaca Jawa Barat

Luar Negeri Iklan Luar Negeri Lowongan Kerja

Lowongan Kerja Luar Negeri Iklan

2 2 1

2 2 2 2

3 9 8 1

3 1 2 3

1 1 1 1

2 1 3 3

2 2 2 2

1 3 2

Iklan Iklan Bandung Raya

Jawa Barat Jawa Barat Iklan Iklan

Olahraga Surat Pembaca Jawa Barat Iklan

Jawa Barat Surat Pembaca Suplemen Surat Pembaca

Dalam Negeri Dalam Negeri Olahraga Olahraga

Iklan Iklan Iklan Dalam Negeri

Iklan Surat Pembaca Iklan Iklan

Iklan Iklan Surat Pembaca

31

3 3 3

2 3 2 2

2 2 2 3

1 2 2 2

2 2 3 3

2 3 2 3

2 2 3 1

3 3 1

Jawa Barat Jawa Barat Topik Utama

Iklan Bandung Raya Jawa Barat Jawa Barat

Suplemen Olahraga Olahraga Jawa Barat

Surat Pembaca Olahraga Olahraga Olahraga

Iklan Iklan Dalam Negeri Dalam Negeri

Surat Pembaca Luar Negeri Luar Negeri Iklan

Surat Pembaca Olahraga Surat Pembaca Surat Pembaca

Olahraga Olahraga Olahraga

32

Bima

Topik Utama Suplemen Olahraga Olahraga

Iklan Iklan

Tue Wed Thu Fri

Sat Mon

Oiahraga Oiahraga Oiahraga Topik Utama

Fri Sat Mon Mon

43

Oiahraga Oiahraga Oiahraga

Tue Wed Thu

15 15

9 9 9 7

6 10 10 9

6 7 5

Lowongan Kerja Lowongan Kerja

Bandung Raya Olahraga Topik Utama Topik Utama

Iklan Iklan Iklan Bandung Raya

Iklan Iklan Iklan

7 7

5 5 5 5

6 7 7 5

8 4 6

Topik Utama Topik Utama

Jawa Barat Topik Utama Bandung Raya Suplemen

Luar Negeri Luar Negeri Luar Negeri Jawa Barat

Luar Negeri Luar Negeri Luar Negeri

2 3

3 3 3 1

2 3 3 2

2 3 2

Bandung Raya Bandung Raya

Oiahraga Jawa Barat Jawa Barat Jawa Barat

Dalam Negeri Dalam Negeri Dalam Negeri Oiahraga

Dalam Negeri Dalam Negeri Dalam Negeri

2 2

2 2 2 2

3 9 8 1

1 2 3

Jawa Barat Jawa Barat

Suplemen Surat Pembaca Surat Pembaca Surat Pembaca

Jawa Barat Jawa Barat Jawa Barat Suplemen

Jawa Barat Jawa Barat Jawa Barat

1 2

1 2 2 3

1 1 1 3

3 3 1

Olahraga Olahraga

Surat Pembaca Iklan Iklan Iklan

Bandung Raya Bandung Raya Bandung Raya Surat Pembaca

Bandung Raya Bandung Raya Bandung Raya

3 3

2 3 2 2

3 1 2 3

1 2 2

Surat Pembaca Luar Negeri

Iklan Bandung Raya Luar Negeri Bandung Raya

Topik Utama Topik Utama Topik Utama Iklan

Topik Utama Topik Utama Topik Utama

IV.3.2 FGD Result Respondent usually pays attention to advertisement at Pikiran

x

Rakyat, however kind of advertisement paid attention is different according to requirement they are at that day. They also pay attention to advertisement at rubric which they

x

are read and get high intensity. Their characteristic in reading newspaper is based on fold, reads

x

from the top to downwards, when opening pages, respondent reads right overleaf formerly. Most of them don’t repeat reads news on the same day because

x

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. Not necessarily posting an advertisement in anomalous yard on

x

news page however selecting at important rubrics like main topic, supplement, sport and bandung raya.

Waktu

Rata-Rata Baca 8 Topik Utama 6 Iklan Bandung Raya Olahraga 4 Jawa Barat Suplemen Dalam Negeri 2 Luar Negeri 0

1

2

3

4

5

6

7

8

Series1 6.3286 3.9571 2.4571 1.8429 0.8429 4.6286 3.6286 2.3429 Rubrik

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 33

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: rxy

rxy

n ¦ X iYi (¦ X i )(¦ Yi ) 2

{n¦ X i (¦ X i ) 2 }{n ¦Yi (¦Y ) 2 }

n¦ X i Yi (¦ X i )(¦ Yi ) {n ¦ X i 2 ( ¦ X i )2 }{n ¦Yi 2 (¦ Yi )2 } 50(11556) - (188)(3054)

^50(730) - (188) `^50(188842) - (3054) ` 2

2

= 0.3161 So 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 )

D 34

2 ª k ºª ¦ S j º » 2 «¬ k 1»¼ «1 «¬ S x »¼

k = Banyaknya belahan tes.

Sj

2

Sx2 Si

2

Varians belahan j; j = 1,2, … k Varians skor test. ¦ ( X i X )2 ( n 1 )

item pertanyaan

Sj

pert1 pert2 pert3 pert4 pert5 pert6 pert7 pert8 pert9 pert10 pert11 pert12 pert13 pert14 pert15 pert16 pert17

0.4718 0.3935 0.5816 0.9045 0.5306 0.5404 0.5000 0.4996 0.7576 0.4771 0.3200 0.3514 0.9486 0.9388 0.8690 0.8249 0.6269

2

k

¦S

2

i

10.5363

i 1

Sx

2

47.0139

S2total = 47.0139 So the Reliability coefficient is: D

17 § 10.5363 · ¨1 ¸ = 0.8244 17 1 © 47.0139 ¹

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

35

COEFFICIENT VALIDITY AND RELIABILITY RECAPITULATION Validity dan reliability counting from every question: Table IV.2 Validity and Reliability

Variabel

Pertanyaan

Koefisien Validitas

Keterangan

pert1 pert2 pert3 pert4 pert5 pert6 pert7 pert8 pert9 pert10 pert11 pert12 pert13 pert14 pert15 pert16 pert17

0.3161 0.4673 0.6877 0.5094 0.3465 0.5388 0.5262 0.4804 0.5744 0.4211 0.5455 0.3733 0.4984 0.6101 0.6038 0.6265 0.5663

valid valid valid valid valid valid valid valid valid valid valid valid valid valid valid valid valid

Koefisien Keterangan Reliabilitas

0.8244

Reliable

Reliability Statistics Cronbach's Alpha .824

N of Items 17

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.

IV.4.3 GENDER 36

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

Valid

Laki-laki Perempuan

Frequency 179

Percent 70.2

Valid Percent 70.2

Cumulative Percent 70.2

76

29.8

29.8

100.0

255

100.0

100.0

Total

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

Valid

Mahasiswa Pegawai Negeri Pegawai swasta Wiraswasta Lainnya Total

Frequency 12 95 88 52 8 255

Percent 4.7 37.3 34.5 20.4 3.1 100.0

Valid Percent 4.7 37.3 34.5 20.4 3.1 100.0

Cumulative Percent 4.7 42.0 76.5 96.9 100.0

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%).

37

Table IV.4.5 Age Usia

Valid

20-30 tahun 31-40 tahun 41-50 tahun > 51 tahun Total

Frequency 30 92 112 21 255

Percent 11.8 36.1 43.9 8.2 100.0

Valid Percent 11.8 36.1 43.9 8.2 100.0

Cumulative Percent 11.8 47.8 91.8 100.0

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.

38

Statement : Table IV.5.3.1 “Saya membaca koran setiap hari” pert1

Valid

Sangat tidak setuju Tidak setuju Netral Setuju Sangat setuju Total

Frequency 4 13 89

Percent 1.6 5.1 34.9

Valid Percent 1.6 5.1 34.9

113 36 255

44.3 14.1 100.0

44.3 14.1 100.0


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

Valid


Frequency 1 8 55

Percent .4 3.1 21.6

Valid Percent .4 3.1 21.6

134 57 255

52.5 22.4 100.0

52.5 22.4 100.0

Cumulative Percent .4 3.5 25.1 77.6 100.0

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

Valid


Frequency 5 25 88

Percent 2.0 9.8 34.5


118 19 255

46.3 7.5 100.0

46.3 7.5 100.0


39

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

Valid


Frequency 1 38

Percent .4 14.9

Valid Percent .4 14.9

Cumulative Percent .4 15.3

85 111 20

33.3 43.5 7.8

33.3 43.5 7.8

48.6 92.2 100.0

255

100.0

100.0

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

Valid


Frequency 2

Percent .8

Valid Percent .8

Cumulative Percent .8

11 55 148

4.3 21.6 58.0

4.3 21.6 58.0

5.1 26.7 84.7

39 255

15.3 100.0

15.3 100.0

100.0

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

Valid


Frequency 2 15 81 133

Percent .8 5.9 31.8 52.2

Valid Percent .8 5.9 31.8 52.2

24 255

9.4 100.0

9.4 100.0

Cumulative Percent .8 6.7 38.4 90.6 100.0

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. 40

Table IV.5.3.7 “Saya membaca koran secara berurutan dari halaman depan ke halaman belakang” pert7

Valid

Sangat tidak setuju Tidak setuju Netral

Frequency 3

Percent 1.2

Valid Percent 1.2

Cumulative Percent 1.2

24 86 123 19

9.4 33.7 48.2 7.5

9.4 33.7 48.2 7.5

10.6 44.3 92.5 100.0

255

100.0

100.0

Setuju Sangat setuju Total

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

Valid

Sangat tidak setuju Tidak setuju Netral

Frequency 2

Percent .8

Valid Percent .8


14 85 132

5.5 33.3 51.8

5.5 33.3 51.8

6.3 39.6 91.4

22 255

8.6 100.0

8.6 100.0

100.0

Setuju Sangat setuju Total

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

Valid


Frequency 19 81

Percent 7.5 31.8

Valid Percent 7.5 31.8

Cumulative Percent 7.5 39.2

88 57 10

34.5 22.4 3.9

34.5 22.4 3.9

73.7 96.1 100.0

255

100.0

100.0

88 respondents tell neutral and 81 tells disagree that an ad in newspaper assists them to know information required.

41

Table IV.5.3.10 “Saya memperhatikan iklan yang terdapat pada halaman biasa” pert10

Valid

Sangat tidak setuju Tidak setuju Netral Setuju

Frequency 2 16

Percent .8 6.3

Valid Percent .8 6.3

Cumulative Percent .8 7.1

62 148 27

24.3 58.0 10.6

24.3 58.0 10.6

31.4 89.4 100.0

255

100.0

100.0

Sangat setuju Total

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

Valid

Tidak setuju Netral Setuju Sangat setuju Total

Frequency 5 42 160

Percent 2.0 16.5 62.7


48 255

18.8 100.0

18.8 100.0

Cumulative Percent 2.0 18.4 81.2 100.0

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

Valid


Frequency 2

Percent .8

Valid Percent .8


14 66 145 28

5.5 25.9 56.9 11.0

5.5 25.9 56.9 11.0

6.3 32.2 89.0 100.0

255

100.0

100.0

145 respondents (56.9) tells agreeing that they prefers display ads Prefer advertisement having color.

Table IV.3.5.13“Saya lebih menyukai iklan display”

42

pert13

Valid


Frequency 22 40 88

Percent 8.6 15.7 34.5


91 14 255

35.7 5.5 100.0

35.7 5.5 100.0


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

Valid


Frequency 12 23

Percent 4.7 9.0

Valid Percent 4.7 9.0

95 98 27 255

37.3 38.4 10.6 100.0

37.3 38.4 10.6 100.0


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

Valid


Frequency 2

Percent .8

Valid Percent .8


10 55 146

3.9 21.6 57.3

3.9 21.6 57.3

4.7 26.3 83.5

42 255

16.5 100.0

16.5 100.0

100.0

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 43

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.

44

Total

Usia

% of Total Count

% within VAR00006

Count % within VAR00001

% within VAR00006 % of Total

% within VAR00001

> 51


% within VAR00001

,0%

,0%

9,8%

1,7%

23 9,8% 100,0%

1,7% 100,0%

4

,0% ,0%

1,7% 0

,0% 0 ,0% ,0%

3,6% 17,4%

4

,0% ,0%

0

,0% ,0%

41-50 Count

10,1%

,0%

% within VAR00006 % of Total 39,1% 3,8%

4,3% 9

1,7% 0

43,5%

100,0%

31-40 Count % within VAR00001

% of Total

10 33,3%

2

4 13,3%

1

49

2,0% ,4%

25,0%

8,5% 1

17,9% 40,8%

20

42,9% 8,9%

23,6%

3,0% 21

14,3%

7 23,3%

4

8,1%

20,9%

8,1% 20,9% 100,0% 100,0%

19

,0% ,0%

,0%

,0% 0

,0% ,0%

0

84,2% 6,8%

18,0%

1,3% 16

15,8%

3 10,0%

3

19,6%

19,6% 100,0%

46

,0% ,0%

,0%

11,5% 0

24,1% 58,7%

27

37,0% 7,2%

19,1%

,9% 17

4,3%

2 6,7%

5

,0% 21

,0%

0 ,0%

6

21,3%

21,3% 100,0%

50

4,0% ,9%

50,0%

11,5% 2

24,1% 54,0%

27

42,0% 8,9%

23,6%

VAR00001 * VAR00006 JenisCrosstabulation iklan yang disukai

10,6%

10,6% 100,0%

25

,0% ,0%

,0%

8,5% 0

17,9% 80,0%

20

20,0% 2,1%

5,6%

,0% 5

,0%

0 ,0%

7

8,1%

8,1% 100,0%

19

5,3% ,4%

25,0%

6,0% 1

12,5% 73,7%

14

,0% ,0%

,0%

1,7% 0

21,1%

4 13,3%

8

Table IV.7.1 Correlation between age and type of advertisement which repondent like

% within VAR00001 % within VAR00006

21-30 Count

IV.4.10 Cross Tabs Analysis

100,0%

100,0% 100,0%

235

1,7% 1,7%

100,0%

47,7% 4

100,0% 47,7%

112

37,9% 37,9%

100,0%

12,8% 89

12,8%

30 100,0%

Total

45

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.

46

Total

VAR00001

% of Total

% within VAR00004

Count % within VAR00001


% within VAR00001

% of Total 4 Count

% within VAR00004

3 Count % within VAR00001

% of Total

% within VAR00001 % within VAR00004

2 Count


1 Count % within VAR00001

20,0% 100,0% 20,0%

34,5% 100,0% 34,5%

2,7% 51

4,7% 88

7 33,3% 13,7%

12 57,1% 13,6%

41,2% 8,2%

18,8%

33,0% 42,0% 14,5%

7,5% 21

12,9% 37

37,3%

37,5%

1,6%

2,4% 19 20,7%

13,3% 7,8%

20,0% 6,8% 33 35,9%

4

2

1 6

,0%

,0% ,0%

0

100,0% 5,5%

5,5%

,8% 14

9,5% 14,3%

2

57,1% 3,1%

7,1%

1,6% 8

28,6%

4 4,3%

3 9

100,0% 26,3%

26,3%

,0% 67

,0% ,0%

0

50,7% 13,3%

30,4%

9,4% 34

35,8%

24 26,1%

3,5%

30,0% 13,4%

6

VAR00004

VAR00001 * VAR00004 Crosstabulation

5

100,0% 7,8%

7,8%

,0% 20

,0% ,0%

0

35,0% 2,7%

6,3%

3,1% 7

40,0%

8 8,7%

2,0%

16,7% 25,0%

7 4

100,0% 1,6%

1,6%

,0% 4

,0% ,0%

0

,0% ,0%

,0%

,0% 0

,0%

0 ,0%

1,6%

13,3% 100,0%

8

9 2

100,0% 4,3%

4,3%

,0% 11

,0% ,0%

0

45,5% 2,0%

4,5%

1,6% 5

36,4%

4 4,3%

,8%

6,7% 18,2%

Table IV.7.2Correlation between age with rubric which get more attention than the other

100,0% 100,0%

100,0%

8,2% 255

100,0% 8,2%

21

43,9% 43,9%

100,0%

36,1% 112

36,1%

92 100,0%

11,8%

100,0% 11,8%

30

Total

47

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, 48

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.

49

Chapter 4 Data Analysis

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