ABSTRAK
Penelitian ini membahas tentang hubungan antara faktor kredibilitas mediaterhadap aktivitas akses berita online berdasarkan segmentasi psikografis padapengguna internet di enam kota di Indonesia. Metode penelitian yang digunakandalam penelitian ini adalah metode penelitian kuantitatif dengan teknikpengumpulan data multi stage random sampling dan analisis statistik deskriptif,uji korelasi, dan analisis cluster. Hasil penelitian ini secara umum menunjukkanbahwa faktor kredibilitas media yang memiliki hubungan signifikan denganaktivitas akses berita online adalah Trustworthiness, Currency, Multimediality,dan Appreciation. Sementara faktor Interface tidak memiliki hubungan yangsignifikan dengan aktivitas akses berita online. Penelitian ini jugamengungkapkan bahwa faktor-faktor kredibilitas media diatas memiliki hubunganyang berbeda-beda terhadap aktivitas akses berita online pada tiap-tiap kelompokpengguna internet yang didasarkan pada kesamaan psikografis diantaraanggotanya
ABSTRACT
This study discusses the correlation between media credibility factors andonline news access activity based on psychographic segmentation among Internetusers in six cities in Indonesia. The research method used in this study is aquantitative research method with multi-stage random sampling applied as datacollection techniques and descriptive statistics, correlation analysis, and clusteranalysis as analysis tools. In general, the result shows Trustworthiness, Currency,Multimediality, and Appreciation are the media credibility factors that have asignificant correlation with the online news access activity. Meanwhile, Interfaceis the only factor which doesn?t have a significant relationship with the onlinenews access activity. The study also reveals that media credibility factorsmentioned above have a different correlation to the online news access activity ineach Internet user groups which form based on psychographic similarities amongits members. |
