USAGE TOWARDS READING INTEREST AT NEWS PORTAL MERDEKA.COM IN NORTH CIKARANG

Juvenia dan Dindin Dimyati President University, Jababeka Education Park, Cikarang Utara, Indonesia, No Hp. +6281973159153, Email: [email protected], [email protected]

Abstract Popularity of social media have grown since the early of 2000. They have eased people in exchanging information and sustaining relationship. In addition, social media have become an alternative for news distribution and consumption. One of popular social media platforms is Facebook in which many media organizations have utilized it as a medium for sharing information including news to provide up-to-date information, to increase article views, as well as to increase website traffics to visit their news portals. This research attempted to investigate the influence of Facebook usage towards reading interest at news portal merdeka.com, a study in North Cikarang. Theory used in this study wasUses and Gratification and the method was quantitative in nature. The data were collected through questionnaires for 100 respondents and SPSS 20 was employed to process the data. The result has shown that Facebook usage influenced 30.6% towards reading interest at news portal merdeka.com and the regression coefficient values obtained in this study was Y= 5.489 + 0.575X. In short, Facebook as a publication medium used by merdeka.com has successfullyincreasedreading interest to its news portal.

Keywords: social media, Facebook, news portal, reading interest.

Abstrak Popularitas media sosial telah berkembang sejak awal tahun 2000. Mereka telah mempermudah orang dalam bertukar informasi dan mempertahankan hubungan. Selain itu, media sosial telah menjadi alternatif penyebaran dan konsumsi berita. Salah satu platform media sosial yang populer adalah Facebook dimana banyak organisasi media memanfaatkannya sebagai media untuk berbagi informasi termasuk berita untuk memberikan informasi terkini, untuk meningkatkan tampilan artikel, dan juga untuk meningkatkan trafik situs web untuk mengunjungi portal berita mereka. Penelitian ini bertujuan untuk mengungkap pengaruh penggunaan Facebook terhadap minat membaca di portal berita merdeka.com, sebuah studi di Cikarang Utara. Teori yang digunakan dalam penelitian ini adalah Kegunaan dan Gratifikasi dan metodenya bersifat kuantitatif. Data dikumpulkan melalui kuesioner untuk 100 responden dan SPSS 20 digunakan untuk mengolah data. Hasilnya menunjukkan bahwa penggunaan Facebook mempengaruhi 30,6% terhadap minat baca pada portal berita merdeka.com dan nilai koefisien regresi yang diperoleh dalam penelitian ini adalah Y = 5,489 + 0,575X. Singkatnya, Facebook sebagai media publikasi yang digunakan oleh merdeka.com telah berhasil meningkatkan minat baca ke portal berita.

Kata kunci: sosial media, Facebook, portal berita, minat baca

Introduction 5 out of 20 countries with highest number The rise of the Internet has provided lot of of internet users which reached up to 132 influences and changes in human life. If once million active users. As a result of Internet the communication between humans was use, users are now able to get the information limited by space and time, hence the presence of current situation in region or country of internet has eroded those boundaries rapidly through online and able to choose and provide more consumer choices in the most relevant, valuable, entertaining, communication (Waldman, 2011). Based on or insightful information without having to Internet World Stats (2016),Indonesia ranked rely on conventional media, such as reading

550 Juvenia dan Dindin Dimyati. Facebook Usage Towards... 551 it on newspaper, listening to new bulletin on The most famous social media platform radio, or watching it on television (Boyd, worldwide with more than 1 billion 2008). It is supported by the research from active users and ranked third as the top UC Browserwhich showed that 95.4 percent site globally after Google and YouTube of Indonesian are likely to rely on the Internet is Facebook (Alexa, 2016; Facebook as top choice for information (2016, as cited in Newsroom, 2016). In Indonesia, Facebook Wardani, 2016). is the top active social media platform with Social media, as a result of internet 77.58 million users and is in the fourth development have grown since the early place after India, United States, and Brazil of 2000 and are currently popular among (We Are Social, 2016).Facebook is an easy- societies. They have eased people in to-use application with free registration exchanging information, making , that available in 37 different languages and sustaining relationship. Besides,the and includes several public features for rapid business world today has made communication, such as: Profile – where competition among business become more users can express who they are and post intense and serious in which social media what is going on; – updating have been used as marketing tool by many list of stories and the sharing activity from business across different industries to create Facebook connections; Groups – a private interaction with publics, promote as well as space to share common interest with small to enlarge their business(Infinitdatum, 2015; groups of people, like family, teammates, Pereira et al., 2014; Kaplan & Haenlein, or best friends; Events – allows users to 2010). organize an event, invite guests, and send In this context, media organizations notifications and reminders to their friends; or mainstream media have utilized social Pages –public profiles for artists, public media as a publication medium with the aim figures, business, brands, and organizations to meet the information needs of societies, to create a presence and connect with their provide up-to-date and quick information community; Messenger – a messaging (Franklin, 2008). According to Picard (2009) application that allows users to send private and Yan et al. (2011), social media have messages to other Facebook users; Photos currently been used as alternatives sources – allow users to upload photos; Videos – for news distribution and consumption to allow users to share and watch videos; and provide hyperlink/linkage of their news. Search – allow users to find any posts and Palser, B. (2011) studied that by publishing people. through social media, they enable media One of the online news portal that organizations to engage with audiences, utilizes Facebook as its main publication create interactive and quick communication, medium is merdeka.com. According to to increase website westtraffic, article views, Alexa, international rating site (2016), as well as their economic success. merdeka.com places the fifth rank as the 552 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569 top most popular news portal in Indonesia at news portal merdeka.com on Facebook? after Tribunnews.com, detik.com, liputan6. RQ3: How much does Facebook influence read- com and kompas.com. Besides, according ing interest at news portal merdeka.com? to its research, merdeka.com becomes more Researcher hypothesis on this research well-known because of its publication on is: Facebook since Facebook is one of the site Ha: Facebook usage has significant influence towards reading interest at news portal merde- that drives traffic to merdeka.com website. ka.com merdeka.com differs from most other news This research would give important portals, where most of them are built as part significances to related parties both for of the development of traditional printed or academic and practical. To academic broadcast media companies while merdeka. significance, it aims to enhance knowledge com is purely part of digital media company and provide insight about communication, which once built by technology company especially on the usage of Facebook as that consisted of people who know web publication medium, as well as can be used server earlier than journalism (merdeka. as a basis and reference for future researcher com). Moreover, merdeka.comdoes not in conducting similar research. For practical have other forms of media (printed or significance, it would be important for broadcast). News portal merdeka.com is company, public relations practitioners a media organization which provides up- and to society. For company, the result of to-date information on the rubrics at its this study can be used by merdeka.com to website page. However, due to the existence identify and evaluate the publication on and emergence of many other news portals Facebook. Therefore, merdeka.com can take in Indonesia lead to competition among action whether to have better publication them, making merdeka.com has to compete on Facebook or on other media. For Public and finds ways to attract readers as many as relations practitioners, it can provide possible. In addition, since it is not ranked understanding about the effectiveness as the top most popular news portal, it might of publicity through social media. For not become the preferred news portal to society, it is expected to provide knowledge obtain information. Therefore, one of the about the use of social media Facebook as efforts of merdeka.com is through frequently publication medium. publishing any up-to-date information from The development of technology Web any rubrics to Facebook to increase the 2.0, an online technology or website that reading interest towards its news portal. allows users to interact and collaborate Against this background, this study aims among internet users, has brought wide range to answer the following research questions: of media options for public to consume, RQ1: How does the usage of Facebook as pub- produce as well as distribute news across lication medium? the whole network (Stassen, 2010; Tech RQ2: How is the respondent’s reading interest Target, 2015). Ludtke (2009) emphasizes on Juvenia dan Dindin Dimyati. Facebook Usage Towards... 553 social media, the new media that transform the result of Web 2.0 that allow for the creation the way people receive and share news. and exchange of user-generated content. It is New media are defined as a general term for considered as an important platform of virtual a network or the Internet, mobile phones, or communications where enable millions of a different set of communication technology users to create a personal profile, identify and that have certain up-to-date features. New connect with other users and organizations to media are digitally made for individuals share information, knowledge and maintain as communication tool to provide an open, social ties (Boyd & Ellision, 2008).It also flexible, interactive, dynamic information enables any organizations to connect with their environment that allows individuals around public with lower cost and higher efficiency the world to have mutual sharing, feedback than other traditional communication tools and creative participation (Hearn et al, (Hassan, et al. 2015).Based on Hermida, et 2009). al. (2012), there are three categories of social Pierre Levy as the pioneer of new media users which are high users refer to those media theory,(as cited in Dijk, P. J., 2005) who visited social media several times a day or in The Network Society: Social Aspects of at least once a day, medium users refer to those New Media, explains two dominant views who visited at least once a week or once a of the differences between the first media month, and low users refer to those who visited age (broadcast) and the second media age less than once a month or not at all. (networks), which are about the social Gentle (2012) and Agichtein et al., interaction approach and social integration (2008) (as cited in Hosan, A., 2015) explain approach. The social interaction approach the differences of social media and traditional differentiates media in term of how close media, where social media is operating in a the model of face-to-face interaction, dialogic transmission system or known as where older form of media reduced the from many sources to many receivers, while possibility of interaction, while the new traditional media is operating in monologic media are more interactive and create a new transmission model where the source is sense of personalized communication. The from one to many receivers. Besides, social integration approach differentiates media media have several characteristics that in term of how people use media as way to differentiate from traditional media, which create community. Old media centralized on are in terms of reach, accessibility, usability, the source of information which audiences immediacy, and permanence. In term of recognized, while the use of new media are reach, social media are capable to reach as a shared ritual that makes individuals a global audience and reach wide range feel part of something bigger (as cited in of information worldwide. Accessibility Veltman, 2006). means that widespread communication is Kaplan & Haenlein (2010) defines social open for all, where it eases users to obtain media as group of internet-based application as information with an affordable cost and time 554 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569 efficiency, without have to own a printing Facebook has become the most popular and press or broadcast outlet to deliver message. important platform used by organizations Usability means that social media is easy because it represents an opportunity to and quick to use as it does not require any enhance interaction with their current and special skills or training, where anyone can potential customers through profiles, groups operate the use of social media. Immediacy and pages, where “Like” and “Share” on means that social media is bringing virtually Facebook are becoming important for instantaneous response and interaction for any business organizations (Li & Bernoff, public consumption, and permanence means 2008). However, Kwok, L., & Yu, B. that content published on social media can (2015) suggested that Facebook is not be altered almost instantaneously by editing effective for business organizations to share in order to provide up-to-date information. messages regarding to sales and promotion In this context, social media platform, of company’s brand, product or service, but Facebook, which launched in February is more effective for communication tool 2004, was originally a platform for personal to send conventional messages. Chandon space to share information about oneself, (1995) (as cited in Ricardo, 2016), agreed but then has been used as a platform for that social media Facebook is more sharing external content to social network efficiently used for providing pleasure or (Oeldorf, A., &Sundar, S., 2015). With more emotional benefits to users, rather than than 1 billion users worldwide, Facebook commercial benefits. Therefore, researcher has been used for people to stay connected concludes that news media organizations with their family and friends, to discover the still have a big opportunity to utilize current situation happening in the world, as Facebook and attract Facebook users, since well as to share and express what matters the main aim of news media organizations to them (Facebook Newsroom, 2016). are not for promoting product or brand but Because of its popularity, there are many to provide the information needs of users. researchers did a study about Facebook. For Purcell et al. (2010) supported researcher instance, recent studies are about the usage statement, where he claimed that majority of Facebook for business-to-consumers of news consumers get news updated on (B2C) communication (Kwok, L., & Yu, their Facebook page, either users directly B., 2015), Facebook as an alternative new get it because of following the page of source among university students (Mesole, news media or because of their social F., 2014), and for news consumption (Howe, networks who share the news. News media J., 2011). organizations are creating Facebook page According to Leonard (2012, as cited for publishing short news or links of articles in Kwok, L.,2015) since 2008 where which can be liked, commented, or shared organizations were allowed to build as well as to direct users to visit their news Facebook page for business purpose, portal (Winter, Brückner, &Krämer, 2015). Juvenia dan Dindin Dimyati. Facebook Usage Towards... 555

Based on Haristya & Suwana (2012), According to Paul Bradshaw (as online news media in Indonesia is divided cited in Eki, 2016) there are five basic into two categories based on the initial set principles of online journalism shortened up as media publishers, which are first; as B-A-S-I-C (Brevity, Adaptability, online news portalas part of development Scannability, Interactivity, Community and form their presence in traditional printed conversation). The first principle is brevity media or broadcast, for instance JawaPos, which explains that in the writing of online Kompas, Liputan 6, second is those online journalism should be short, concise, and news portal which do not have another form clear. Second is adaptability which explains of media, for instance merdeka.com, detik. that journalists must be able to adapt to com, okezone.com, although some might the technology. Journalists are required belong to the group of media, for example to be able to use some applications from okezone.com is part of MNC group, and the internet, for example hypertext, audio, detik.com is part of Trans Corporation. video, animation, live chat, etc. An online News portal is defined as a website or web journalism should also be able to meet the page that contains the various types of criteria of skill such as actual writing skill news, with several characteristics in terms and depth of information writing skill. Third of content, functionality, navigation, audio is scannability which explains that news visual quality, and interactivity. In terms published on news portal should be easy to of the content, news portal still uses the understand and allow users to find desired inverted pyramid technique as the rules of specific information. Next is interactivity news writing, however, the writing style which explains that in online journalism of news portal is less formal and should allows interaction and interactivity in three not be more than five lines of words each directions, between journalists and user, paragraph. In terms of functionality, many user and journalist, and user with another news portals connect their articles to social user through the column of comment. Last media, in order to ease the readers in is community and conversation which obtaining news. In term of navigation, news explains that good journalism is those portal offers several rubrics to facilitate their capable to establish mutual relationship readers whom wish to read further on their with users, which allow users to actively specific topic of choice or interest. In term involve as contributor or editor. of audio visual quality, many news portals Hopkins (2010) studiesthat Facebook have added video to support the news, and has become the most visited site as news in term of interactivity, news portals provide source among all social media sites a space for readers to provide feedback and available as it is one of the leading platform enable readers to share the news to their that frequently refers to news portal through social media site (Niles, R., 2015 as cited in links shared by friends of their networks. Currie, T., 2006). Another research conducted by Statista, 556 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569

2016 (as cited in Zuhra, 2016), showed online news consumption is users from all that Facebook contributed more on the ages ranging from 18 to 50+ with majority numbers of visits to news portal rather than 64% of users with age 18 to 24. Another the search engine Google, where Facebook study by Baresch et al. (2011), reveals that contributed 41.4 percent while Google about 49% of Facebook users share news only contributed 39.5 percent. News media information through links. Therefore, by organization which are operating in a very publishing articles on the most popular social competitive markets to reach audiences media site, it allows news media organization and advertising revenues are eyeing the to reach as many readers because when a potential of Facebook as social media for user likes or shares the links updated by news news consumption, most news organizations media organization, it will be posted on the established their own Facebook page user’s Facebook wall, which help to spread and hired social media specialist to share the news. In addition, on average, Facebook hyperlinks in order to drive traffic to visit users have at least more than 300 Facebook their news portal (Hille& Bakker, 2013). friends which directly give more exposure to Sharing information from news Pages the article they shared. on Facebook is an easy way by only clicking Theory Uses and Gratificationinitiated “Share”, and it will appear on the Facebook by Blumer and Katz (1974, as cited in West wall that can be views by the Facebook & Turner, 2010)emphasizes on the users friends, in which can direct others attention and their active role in choosing and using to the news and increase the Page’s exposure media that can satisfy one or more of their (Hermida, 2009).Hermida, A. et al (2012) needs. Uses and gratification theory also and Singer et al. (2011), explained that news explains that users are self-aware and are media organizations all around the world able to understand the reasons why they have been viewing and using Facebook use media. This theory has beenwidely used because of its high number of users as their in many disciplines of study to not only strategy for market growth plan to reach as for explaining the reasons why users use many audiences and encourage more users traditional media but also in the application to like and share their content. of new media or social media as the theory Further, Howe, J. (2011) claimed that is still relevant to the new media application Facebook provides wider opportunity to because of its origin in communication news media organizations to engage younger literature (Whiting & Williams, 2013). audiences from 18-34, where nearly half the Whiting & Williams (2013) also explained people who are news consumer and tend to that theory Uses and Gratification helps in like as well as share articles on news website explaining the reasons why users use and are from 18 to 34 years old. It is supported like certain social media for fulfilling their by the research from Statista, 2016 (as cited needs. Lariscy et al. (2011) argued that in Zuhra, 2016) which showed that 64% of theory Uses and Gratification can be relevant in helping to explain the social media uses. Juvenia dan Dindin Dimyati. Facebook Usage Towards... 557

Shanahan and Morgan’s (1999, as cited in pay attention and have media alternatives West & Turner, 2010) also suggested that to meet the needs. Fourth “people have although the technology changes, there is enough self-awareness of their media uses, still underlying consistency of the content interests, and motives to be able to provide of the messages consumed by users. researchers with an accurate picture of that Based on Papacharissi, Z., &Mendelson, use”, claims that individual is aware of their A. (2011), there are five categories behind media choice and their media choice is to the media use, which are for cognitive shape their identity. Last, “value judgments need means for obtaining information and of media content can only be assessed by knowledge to find out what is happening the audience”, explains that audiences are around, as well as to satisfy curiosity and those who define the value of media content. general interest; for affective need means to In this context, Facebook as new media satisfy the emotional needs include pleasure is used by users because of various motives. and other individual’s emotional mood; Many studies analyzed the motives of using for personal integrative means to enhance Facebook by theory Uses and Gratification. individual self-esteem as to gain personal One of them is the use of social media identity, credibility and stability; for social Facebook for news consumption for their integrative need is to enhance connections cognitive need (Mesole, F. 2014). Papacharissi, and interact with family or friends; and last et al. (2011), found that the main factor of for tension free need is means for escaping Facebook usage is for information sharing from tension and problems. followed by relaxing entertainment, follow Further, there are five basic assumptions new trend, companionship, escape, and social of the Uses and Gratification approach interaction. Another research conducted by (Blumer and Katz, 1974, as cited in West Park, Kee&Valenzuela (2009), found out that & Turner, 2010). First, “the audience is the use of Facebook is for information seeking, active and its media use is goal oriented”, socializing, and for entertainment. Moreover, which explains that users are considered as Joinson, A. N. (2008) also founded that active participants, who are more selective Facebook usage are for interacting with people, to decide specific medium to satisfy their express their identity, and for news purpose in social or psychological needs or desire. order to stay updated of daily news. Based on Second, “the initiative in linking need many previous studies that related with theory gratification to a specific medium choice Uses and Gratification, it can be seen that rests with the audience member”, means that one of the purpose in using Facebook is for user takes the initiative to select media that information seeking as it is supported by Pew can satisfy the needs and is more powerful Research Center study (2016) which revealed than media. Third, “the media compete with that Facebook usage for news is significantly other sources for need satisfaction”, means increasing from 47 percent in 2013 to 66 that each individuals have different and percent in 2016.Therefore, this research is several needs, which in result, they select, related withUses and Gratificationtheory 558 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569 since users have the power to decide and keting tool bymany organizations, it is filter whether the news shared by news portal essential to considerand apply AIDA mar­ merdeka.com is accordance with their needs or keting model to evaluate their marketing not activities. AIDA marketing model has been Cox(2016) reveals that today news widely used in marketing strategies in business consumers want the easiness to obtain to emphasize on transaction and purchases by information as they want the information individuals; however, it can also be applied they need to come to them. They rarely for the recognition of the existence of product browse on news portals to look for updates or service. This model of marketing has but many turn to social media sites to scan generally known among marketing scholars headlines from a variety of news sources all and practitioners as well as has been widely at once. Howe(2011) explained that users applied in marketing activities either traditional are generally motivated to utilize Facebook or online. The application of AIDA model in to get the updated news and share on their digital world marketing communication is to Facebook page because they wanted to stay emphasizeon how creating the existence of connected with their social network, and product or service, building relationship, and are enjoyed to discuss current and trending creating mutual value with publics (Hassan, et topic. Majority of respondents in her study al. 2015). claimed that they rely on their connections In this context, news portal merdeka. to keep informed as a result of links shared com has utilized many social media, by their social networks on Facebook. including Facebook to share information However, another study by Ju&Chyi (2014), to attract readers to visit as well as read argued that Facebook users are not that its news portal. Therefore, this research interested in news compared to users, applied AIDA marketing model to analyze since Facebook has various of features for the successful of its marketing activity on users to choose on, for instance for playing Facebook in increasing reading interest. games, viewing or uploading photos and AIDA model (Boone & Kurtz, 2013) stands videos. They claimed that Facebook is more for attention, interest, desire and action. on social network while Twitter is more on First, it is suggested that any publication or new-content social media, which according promotional message must be able to gain to them Twitter drives more traffic to news the attention of audiences. If this step is not portal compared to Facebook. It is also successful, then the next stage will become being supported by Pew Study (as cited in useless. The second stage is interest, Athena Information Solutions, 2016) which after getting the attention of audiences; revealed that Facebook users do not have publication should be able to make specific news site to search or follow as they audiences interested in finding out more are mostly unintentionally come across an about the publication. Third stage is desire, article and share it. where publication should arouse desire, As social media have been used as mar­ which convert the audience’s interest into a Juvenia dan Dindin Dimyati. Facebook Usage Towards... 559 strong desire or strong motivation to do the research is also considered to be more scientific action, and last is action, where audiences approaching in doing social science (Bryman, are finally making a final decision to know A., & Cramer, D. 2005; Creswell, J., 2013). more about the publication or finally elicit This research used quantitative method to an action. generalize a finding and to look at relationships between Facebook usage and reading interest Research Method at news portal merdeka.com. The paradigm in this research was The scope and limitation of this research positivism in which the knowledge is collected was a study measuring the influences of social through the verification of the experiences media Facebook usage towards reading interest that can be observed by relying on testing at news portal merdeka.com on societies living and experiment (Nightingale, W., 2012). In in North Cikarang area. North Cikarang is order tosupport positivism paradigm, the a developing city proved by the existence of method used in this studywas quantitative – a strong characteristic of capability to measure industrial area Jababeka. The societies are variables and to test hypothesis. Quantitative heterogeneous in describing the phenomena as

Table 1.Operational Concept of Variable X

Variable Indicator Descriptor Scale Social Media Face- book (Variable X) - Reach of information on Facebook Reach Ordinal (Gentle, 2012 and - Reach of people globally Agichtein et al., 2008) -Easiness to obtain information on Facebook Accessibility -Effectiveness of information obtained through Facebook Ordinal -Affordable cost in obtaining information on Facebook -Speed and accuracy in obtaining information Usability Ordinal -Easy to use without any special skill Immediacy - Quick response and interaction Ordinal -Instantaneously alter content by editing Permanence Ordinal -Provide up-to-date information

Table 2. Operational Concept of Variable Y

Variable Indicator Descriptor Scale Reading Interest at - Attention towards news caption shared by merdeka.com news portal merdeka. on Facebook com (Variable Y) Attention Ordinal (Boone & Kurtz, - Attention towards picture shared by merdeka.com on 2013) Facebook - Interesting information Interest Ordinal - In accordance with readers’ curiosity - Desire to visit website of news portal merdeka.com Desire Ordinal - Desire to read rubric-rubric on news portal merdeka.com - Read the news on merdeka.com Action Ordinal - Involvement of others to publish the news 560 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569 they represent any ages and background. this research took the highest number from The population of North Cikarang that range is 30 respondents. Validity test is societies based on Badan Pusat Statistik to measure the instrument (questionnaire) in Kabupaten Bekasi (2014) was 98.852, with order to show the level of trustworthiness. A

100 as the sample size obtained through questionnaire is valid if rresult>rtable. Reliability Slovin Formula with 10% margin of error. test is to measure the consistency and shows The sampling technique on this research how much the instrument could be trusted. wassimple random sampling – a probability According to Zikmund et al., 0.6 Cronbach sampling. Researcher collected data by using Alpha indicates poor reliability, 0.6-0.7 questionnaire to those who have characteristics indicates fair reliability, 0.7-0.8 indicates such as having Facebook account, currently good reliability, and 0.8-0.95 indicates very living in North Cikarang, and have seen the good reliability. posting of merdeka.com on Facebook. Normality test is used to ensure that the The two variables in this research distribution of a data follow or approach the wereFacebook usage as independent variable normal distribution, which in forms of bell (variable X) and reading interest at news portal shaped, where it is not skewed to the left merdeka.com as dependent variable (variable or right because if the data does not follow Y) were measured by the following indicators: a normal distribution pattern, it will obtain The research instrument used in this a biased estimation (Croucher & Cronn, research wasclosed-ended questionnaire 2014). The method used to test the normality in which the questions were guided by in this research was by using Kolmogorov- the indicators of variables by choosing Smirnov test (sample is more than 50), one alternative answer provided. The which if the value of significant from the questionnaire was examined by using result is > 0.05 (alpha), thus the data is Likert-type scale. Respondents rated items normally distributed.Descriptive analysis on a five-point strongly disagree to strongly is an analysis that describes the main agree scale, with neutral as the midpoint. characteristic of the data in quantitative, The data analysis procedures in this such as frequency, percentage and mean research consisted of pilot test, validity (Santoso, 2014). and reliability, normality test, descriptive Coefficient of determination is a analysis, coefficient of determination and measurement obtained by squaring the regression test. Pilot test is a small scale correlation coefficient which is the proportion research project used to test the instruments of the total variance of a variable accounted on the questionnaire similar to those that will for by another value of another variable be used in the full study (Zikmund, Babin, (Zikmund et al., 2013). Regression analysis is Carr & Griffin, 2013). According to Grover a technique to measure the linear association and Vriens (2006), the sample of pretest in a between a dependent and an independent research is about 15 to 30 respondents. Thus, variable (Zikmund, Babin, Carr, & Griffin, Juvenia dan Dindin Dimyati. Facebook Usage Towards... 561

2013). It is to predict the value of dependent there were 100 respondents eligible as the variable if the value of independent variable is samples as they were currently living in changed. According to Zikmund et al. (2013), North Cikarang, have Facebook account the formulation of regression is Y=a + bX; and have seen merdeka.com posting on where Y is dependent variable, a is constants Facebook. The respondents were 42 males and 58 females. 76% of respondents or Y if X =0, b is regression coefficient, and X were18-25 years old, 13% were 26-33 is independent variable. years old, 9% were 34-41 years old, 1% Result and Discussion was 42-50 years old, and 1% aged over Before working on full research, this 51 years old. There were 57 respondents research has passed the pilot test for 30 with Senior High School as their latest respondents. The table of corrected item total education, 33 respondents with Bachelor, correlation of ten statements on variable x 9 with Diploma, and 1 with Doctorate. (Facebook usage) and the corrected item total Based on their occupation, 65 respondents were students, 20 were private employee, correlation of eight statements on variable 7 were entrepreneur, 6 were government y (Reading interest) were valid as r ≥ count officer, and 2 were professional (doctor, r (0.361). Meanwhile, the value ofCronbach table teacher, etc.), and based on their frequency Alpha on variable x was 0.900 and on variable in accessing Facebook, 33 respondents y was 0.921, which showed that the items on accessed Facebook several times a day, 20 variable x and y of the pilot test were in a very accessed at least once a day, 14 accessed good reliability, hence, the instruments could several times a week, 7 accessed at least be used in the main research. once a week, 13 accessed several times a From 177 respondents who participated month, 4 accessed at least once a month, in filling the questionnaire of main research,

Table 3. Respondents’ Characteristics

How often do Percen­ Percent- Education Percent- Percen­ Per- Gender Age Occupation you access tage age Level age tage centage Facebook Senior Several times Male 42% 18-25 76% High 57% Student 65,0% 33,0% a day School Government At least once Female 58% 26-33 13% Diploma 9% 6,0% 20,0% Officer a day Several times a 34-41 9% Bachelor 33% Professional 2,0% 14,0% week Private Em- At least once a 42-50 1% Doctorate 1% 20,0% 7,0% ployees week Several times a >51 1% Entrepreneur 7,0% 13,0% month At least once a 4,0% month Less than once a 9,0% month Total 100% 100% 100% 100% 100% 562 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569

Table 4. Questionnaire Score on Facebook Usage

No Statement SDA SD N A SA Mean I get widespread information around the world via 3 5 28 44 20 3,73 1 Facebook 3,0 5,0 28,0 44,0 20,0 3 0 12 47 38 4,17 2 Facebook reach people globally 3,0 0,0 12,0 47,0 38,0

I get the easiness to find latest information via 3 5 27 44 21 3,75 3 Facebook 3,0 5,0 27,0 44,0 21,0 My time become effective in searching information 3 20 33 32 12 3,30 4 via Facebook 3,0 20,0 33,0 32,0 12,0 I obtain information through Facebook with an 2 12 31 32 23 3,62 5 affordable cost 2,0 12,0 31,0 32,0 23,0 6 I obtain information very quickly and precisely via 1 19 30 36 14 3,43 Facebook 1,0 19,0 30,0 36,0 14,0 Facebook is easy to use without requiring any 1 5 15 50 29 4,01 7 specific skills and knowledge 1,0 5,0 15,0 50,0 29,0 I can interact and provide a fast response among 2 6 28 39 25 3,79 8 Facebook users 2,0 6,0 28,0 39,0 25,0 1 5 21 45 28 3,94 9 I can replace my posting on Facebook quickly 1,0 5,0 21,0 45,0 28,0 3 11 22 45 19 3,66 10 I always get uptodateinformation on Facebook 3,0 11,0 22,0 45,0 19,0 and 9 accessed less than once a month. statement of reading interest was between Further, the descriptive analysis 3.00 - 3.66. of this research has shown that The first step to analyze the data was respondents’assessment onvariable x by examining the normality test. This (Facebook usage) have generally been study used SPSS 20 program to help the good. It can be shown from their responses calculation of normality test on variable x which mostly showagreement on the and variable y, and the result showed that the Asymp Sig of variable x and y were 0.253 indicators and the value of mean was above and 0.251 which were > 0.05. Therefore, it three. In the table 4, it shows that the range can be concluded that the data from both of respondents’ answer on each statement of variables were distributed normally. Facebook Usage was between 3.30 – 4.17. As the result showed the data was Meanwhile, the descriptive analysis on normally distributed, then the next step for variable y (reading interest) at news portal the research was to examine the value of merdeka.com has been good enough, which influence thatconstruct by Facebook usage can be shown from their responses which towards reading interest through Coefficient mostly showed neutral on the indicators and of determination (R2) test. Based on the the value of mean in this dimension was 3 output of model summary, it was found that and above 3. In the table 10, it showed that the value of R is 0.306 which means that the range of respondents’ answer on each the variable of Facebook usage influenced Juvenia dan Dindin Dimyati. Facebook Usage Towards... 563

Table 5. Questionnaire Score on Reading Interest

No Statement SDA SD N A SA Mean I am interested in news caption published by merdeka.com on 3 17 34 29 17 3,40 1 Facebook 3,0 17,0 34,0 29,0 17,0 3 16 33 37 11 3,37 2 I am interested in pictures published by merdeka.com on Facebook 3,0 16,0 33,0 37,0 11,0 Information published by merdeka.com on Facebook is always 3 18 36 29 14 3,33 3 interesting 3,0 18,0 36,0 29,0 14,0 4 I always get information in accordance with what I am looking for 3 16 36 28 17 3,40 through merdeka.com posting on Facebook 3,0 16,0 36,0 28,0 17,0 I want to visit news portal merdeka.com after obtaining information 5 14 37 28 16 3,36 5 from Facebook 5,0 14,0 37,0 28,0 16,0 6 I am interested to read the rubrics in merdeka.com after obtaining 3 14 34 30 19 3,48 information via 3,0 14,0 34,0 30,0 19,0 Facebook I open the link published by merdeka.com on Facebook and read 3 13 21 41 22 3,66 7 the article 3,0 13,0 21,0 41,0 22,0 I share the link of articles created by merdeka.com to my Facebook 17 24 23 14 22 3,00 8 page 17,0 24,0 23,0 14,0 22,0

30.6% on reading interest at news portal “Facebook reach people globally”, which merdeka.com whereas the rest 69.4% is showed that Facebook was perceived as a influenced by other factors that did not social media that capable to connect with analyzed in this research. people globally, exchange information, as Regression test is used to predict the well as sustain relationship with people in value of dependent variable caused by different region or country all around the independent variable. The constant value world. It is already in accordance to the resulted in 5.489 means that the value of basic of new media in which the new media reading interest when Facebook usage = 0 is provides an open, flexible information 5.489. It shows that the value was positive environment that allow individuals around which means that every increment of a score the world to have mutual sharing, feedback from Facebook usage variable (X) then the and creative participants (Hearn et al, score of reading interest will increase 0.575. 2009). However, the lowest average score Result and Discussion lied on the fourth statement in Accessibility In order to answer the first research indicator: “My time become effective in question about the usage of Facebook as searching information via Facebook”. publication medium, the result has shown This research critically argues that that Facebook is already perceived as a Facebook as publication medium was good publication medium in terms of reach, still less effective in term of searching accessibility, usability, immediacy, and information. It might possible due to permanence. The highest average score lied Facebook has been used for many purposes, on the second statement of Reach indicator: such as sharing personal space, as a 564 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569

Table 6. Output of Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

.553a .306 .299 6.16480

a. Predictors: (Constant), Facebook Usage

Table 7. Output of Regression Test

Standardized Model Unstandardized Coefficients t Sig. Coefficients B Std. Error Beta (Constant) 5.489 3.331 1.648 .103 1 Facebook Usage .575 .088 .553 6.572 .000

Table 8. Output of Normality Test(One-Sample Kolmogorov-Smirnov Test)

Facebook Usage Reading Interest N 100 100 Mean 37.4000 27.0000 Normal Parametersa,b Std. Deviation 7.07963 7.36220 Absolute .102 .102 Most Extreme Differences Positive .062 .087 Negative -.102 -.102 Kolmogorov-Smirnov Z 1.016 1.018 Asymp. Sig. (2-tailed) .253 .251 marketing tool, as well as for distributing score 3 and above 3. It means that news and consuming news (Oeldorf, A., & Sundar, portal merdeka.com has applied well the S., 2015). Moreover, according to the study AIDA marketing model of communication by Ju & Chyi (2014), Facebook has several in increasing respondent’s reading interest. features for users to choose on, such as for It can be shown from the highest statement playing games, viewing or uploading photos from the questionnaire that lied on the and videos. Thus, those various features and seventh statement of Action indicator: too much information on Facebook might “I open the link published by merdeka. lead to time ineffectiveness in searching com on Facebook and read the article.” It information. In short, Facebook as a social means that merdeka.com publications have media for publication medium has been been successful in gaining the attention of successful in reaching people globally, audiences, able to make audiences interested but the weakness was on its use for time in finding out more, has arouse the desire or efficiency in searching information. strong motivation to do the action, which To answer the second research question lead to the action of open the link published on how the respondent’s reading interest and read the article. However, the lowest at news portal merdeka.com, the result has average score lied on the last statement of shown that all statements have average Action indicator:” I share the link of articles Juvenia dan Dindin Dimyati. Facebook Usage Towards... 565 created by merdeka.com to my Facebook to fulfill or satisfy one or more of their page.” It showed that although respondents needs. In this context, Facebook is being have shown their reading interest at news used as a publication medium by news portal portal merdeka.com, but they tend not to merdeka.com to provide news, information share the articles to their Facebook page. and knowledge to audiences with the aim This result critically argues that most to fulfill audiences’ cognitive need, and respondents did not help merdeka.com from the result, it showed that publication spreading the news on their Facebook page on Facebook increases the reading interest. which might lead to decrement of page’s Thus, it can be concluded that merdeka. exposure of merdeka.com. According to com publications on Facebook were already Hermida (2009) and Baresch et al. (2011), in accordance or relevance to audiences’ when a user shares the news to his/her cognitive need as if the publications on Facebook page, it gives article’s exposure Facebook were not relevance with the to at least 300 people because on average need of audiences, it will not increase their every Facebook user has at least more than reading interest. 300 Facebook friends. Conclusion Moreover, based on the coefficient Based on the analysis of this research, determination result showed that Facebook researcher concluded the analysis as follows: influenced 30.6% on reading interest 1) Facebook has beensuccessful in reaching at news portal merdeka.com. From the regression test, it can be seen that Facebook people globally, however this research has significant influence towards reading critically argued that Facebook was still interest at news portal merdeka.com, with less effective in searching information. 2) every increment of a score from Facebook merdeka.com has been successfully applying usage will increase 0.575 on reading AIDA marketing model of communication interest. This result explained further the in increasing reading interest at its news reasons why news media organizations all portal. However, this research critically around the world have been using Facebook showed that respondents did not share the as Facebook influences reading interest article to their Facebook page which might to news portal. It supported the previous lead to decrement of page’s exposure. 3) researches which explained that Facebook Publication by merdeka.com on Facebook is being used as one of the strategy to reach are already in accordance or relevance to as many audiences and to drive traffic to audiences’ cognitive need which proved by visit news portal (Hille et al., 2013; Singer the increment of audiences’ reading interest. et al., 2011). This research is suggested for future Related to the theory Uses and researchers to analyze respondents’ motives Gratification, audiences have the role in behind the reasons why they share article choosing and using particular kind of media to Facebook page and re-analyze the same 566 Jurnal ASPIKOM, Volume 3 Nomor 3, Juli 2017, hlm 550-569 research but in different region as well as take Bryman, A., & Cramer, D. (2005).Quantitative a bigger sample size in order to provide more data analysis with SPSS 12 and 13: a guide for social scientists. 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