Consumer Behavior Towards Digital and Printed Media in Indonesia

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Dewi Tamara, Pindi Kisata, Rosenanda

Abstract

This paper purpose is to examine consumer behavior toward digital media and printed media in Indonesia. Researcher using quantitative descriptive analysis to answer the research objective. We used online surveys with 105 respondents, who had various age ranges from the baby boomer generation, X generation, Y generation which is represent millennial generation and even the Z generation. The result showed that 41% respondent Use digital Media, 1% still use printed media and 58% use both digital and printed media. We also found that people use printed media because more trust and they willing to pay to get information from printed media rather than digital media. Other important finding is, respondents have more trust to printed media and willing to pay to get information rather than digital media


Perhaps this research can give more insight to Media Company as a value knowledge to get close to their customer. We really recommend media company especially printed media to diversified their media channel, not only depend on printed media but also start to using digital to reach more customer and promoting also give benefit more to their advertiser

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