Analisa Perbandingan Faktor-faktor Penentu Pemilihan Konsumen Dalam Penggunaan Koran Cetak Atau E-paper Pada Produk Harian Kompas Di Surabaya Jawa Timur

Lidia Franjen Kusmanto
Journal article Jurnal Strategi Pemasaran • 2016 Indonesia

Abstract

Digital newspaper is a newspaper that provides news service that is more practical to use the help of technologies such as tablets or smartphones. Currently publishing industry newspaper / newspaper enlivened by various newspapers that offer various advantages attributes of their products. The number of options that make consumers freely make choices according to their needs and this is a major challenge for marketers so that their products can compete. This study aimed to analyze the factors that determines the customer in making decisions Kompas daily use of the product in Surabaya and to analyze the differences of the determinants of decision making use of print newspapers or e-paper products Kompas daily in Surabaya. This research was conducted by distributing questionnaires to 100 people use the products daily Kompas in Surabaya. Analysis technique used is the technique of quantitative analysis by ANOVA. The results showed that the factors that influence the decision to use the products daily Kompas in Surabaya is a personal factor , and there are differences in determinants of visits of cultural variables

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Journal

Jurnal Strategi Pemasaran

Jurnal Strategi Pemasaran is a student journal of Marketing Management Program at Petra Christian... see more