ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PENGGUNAAN SURAT KABAR ONLINE

Sigit Pambudi, Dr. Ir. Abdul Kadir, M.T., M.M.

2013 | Tesis | S2 Mag.Tekn.Informasi

Salah satu dampak dari perkembangan Internet adalah dengan hadirnya surat kabar online. Surat kabar online memiliki banyak keunggulan, diantaranya pengguna dapat mencari, mengunduh, dan berlangganan suatu artikel berita atau foto. Namun, pemanfaatan oleh masyarakat terhadap surat kabar online dinilai masih rendah. Rendahnya pemanfaatan surat kabar online berpotensi menimbulkan penyebaran informasi yang kurang aktual karena informasi tersebut sering tidak dilandasi sumber yang dapat dipercaya. Penelitian ini bertujuan untuk menganalisis faktor-faktor apa saja yang dapat mempengaruhi masyarakat dalam menggunakan surat kabar online. Model penelitian yang digunakan dalam penelitian ini sebagian besar diadopsi dari model Unified Theory of Acceptance and Use of Technology (UTAUT). Penelitian ini menambahkan beberapa variabel, seperti: perceived visual attractiveness, perceived enjoyment, image, dan perceived behavioral control ke dalam model penelitian. Jenis metode penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pengolahan data menggunakan teknik Structural Equation Modeling (SEM). Hasil dari penelitian ini menunjukkan perceived visual attractiveness, perceived enjoyment, performance expectance, dan effort expectancy mempunyai pengaruh positif, sedangkan image tidak mempunyai pengaruh positif terhadap behavioral intention dalam menggunakan surat kabar online. Selain itu, perceived behavioral control dan behavioral intention mempunyai pengaruh positif terhadap use behavior pada surat kabar online.

One of the impacts from growth of the Internet is the presence of online newspapers. Online newspaper have many advantages, e.g. users can search, download, and subscribe to a news article or photo. However, the utilization of online newspaper by society is still considered low. The low utilization of online newspapers potentially causes dissemination of information that is less actual because such information is not often based on reliable sources. This research aims to analyze the factors that can affect the public in using of online newspapers. The research model used in this research largely adopted from the model of the Unified Theory of Acceptance and Use of Technology (UTAUT). The research add some variables, such as perceived visual attractiveness, perceived enjoyment, image, and perceived behavioral control in this research model. Method used in this research is based on quantitative study with data processing techniques using Structural Equation Modeling (SEM). The results indicate that visually perceived attractiveness, perceived enjoyment, performance expectance, and effort expectancy have positive influence, while the image does not have positive effect on behavioral intention to use online newspaper. Furthermore, perceived behavioral control and behavioral intention for use have positive influence on the behavior of online newspapers.

Kata Kunci : Surat Kabar Online, Use Behavior, UTAUT, SEM