ANALYSIS FACTORS INFLUENCE INDONESIAN CHINESE NEWSPAPER’S MARKET SHARE (CASE STUDY PT. MEDIA FENGCAI NUSA BANGSA, JAKARTA)

Abstract

This research is carried out to analy sis factors influence Indonesian Chinese newspaper's market share : case study of PT. Media Fengcai Nusa Bangsa, Jakarta. The researcher uses quantitative research method to process this research, and collects and analyzes data base on questionnaire. The respondents of questionnaire are distributed in association of Indonesia Tionghoa in Jakarta office The number of respondents are 90 people which gathered by convenience method of non probability sampling techniques for sampling design. Based on the output of SPSS 16.0 multiple regressions analysis, the researcher finds content information, advertising, and competitor have significant influence on Indonesian Chinese newspaper's market share , and new media has no significant influence on Indonesian Chinese newspaper’s market share . Simultaneously, these three significant independent variable s provide 52.0 % influence on dependent variable.