ANALISIS SIKAP PEMBACA TERHADAP ATRIBUT SURAT KABAR HARIAN BANJARMASIN POST DI KOTA BANJARMASIN

Abstract

This research has two (2) goals. 1. To explain the readers behaviour to the attribute daily newspaper of Banjarmasin Post; 2. To explain the difference of behaviour based on the characteristics of the readers. The sample is conducted by the accidental sampling technic. There are 88 respondents used in this research. For the firsat goal, we used analysis of Multiattribute Fishbein, and for the second goal we used the analysis of Kruskal Wallis.  The result of the research indicates that the behaviour of readers to the atribute of the newspaperis positive to the attribute of distribution, characteristic, languange style, price, condition of physic, the quality of the news, photo, graphic, and illustration. The result also indicates that there is significant difference of the readers behviour to the attribute of photo, graphic, illustration on the age of the readers. Based on the sex and the level of education of the readers, the result indicates that there is no significant difference.