Factors Affecting Readers' Satisfaction in "Waspada" Newspapers: Insight from Indonesia

The newspaper of “Waspada" is one of the oldest newspapers in the city of Medan and a newspaper that contribute to disseminate information in the provinces of Aceh and North Sumatera. The “Waspada" newspaper has golden age during its time. Today, “Waspada" newspapers have to compete with the digital age, this reflects and results in a decline in readers' loyalty to print media. The present study attempts to explore and identify factors that influence customer satisfaction, especially those that determine the dominant factor in “Waspada" newspaper readers' loyalty. In this study researchers will seek to uncover new theories that can serve as a decisive factor in solving customer loyalty issues. A sample of 180 respondents were selected based on the characteristics of non-probability sampling - purposive sampling. The data analysis model is a stepwise linear regression. The study found five variables that affect satisfaction, including product quality, price, service quality behavior, post-purchase behavior and emotional relationships.