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ABSTRACT

THE EFFECT OF PERSONAL FACTORS, SOCIAL FACTORS, MOTIVES

AND THE USES OF LOCAL TELEVISION MEDIA TOWARD SOCIETY
GRATIFICATIONS
(Study of Uses and Gratifications to The Society in District 26 Ilir D1 Palembang
Whose Watching Criminal News Program Grebek on PALTV)

By

Dini Agustina Hakim

Based on Uses and Gratifications Theory, the study want to know the effect of

Personal Factors, Social Factors, Motives and the Uses of Local Television Media

toward Society Gratifications. For this purpose, an analytical survey method was

adopted. The populations of the research was All People whose living in district

26 Ilir Daerah 1 (D1) Palembang. The sample was taken by cluster random

sampling. Primary data were obtained by questionnaire, interview and

observation. Local Television Media in this research is Palembang TV (PALTV).

Variable of this study were : Personal Factors, Social Factors, Motives and the

Uses of Local Television Media. Collected variable were analyzed by path

analysis.

The results from this research were : (1) Personal Factors have a significant

effect to Gratifications. Total of direct effect and indirect effect from Personal

Factors to gratifications were in the amount of 22, 84 %. (2) Social Factors have

a significant effect to Gratifications. Total of direct effect and indirect effect

from Social Factors to gratifications were in the amount of 9,81 %. (3) Motives

have a significant effect to Gratifications. Total of direct effect and indirect effect
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from Motives to gratifications were in the amount of 4,61 %. (4) The Uses of

Local Television Media have a significant effect to Gratifications. Total of direct

effect and indirect effect from The Uses of Local Television Media to

gratifications were in the amount of 1,52 %. Total effect from all variable were

in the amount of 38,78 %. The other effect come from residue variable were in

the amount of 61,22 %.