ANALISIS PERBEDAAN USIA DAN JENIS KELAMIN TERHADAP MOTIVASI MENONTON PROGRAM BUDAYA LOKAL

The development of local television stations in Yogyakarta cannot be separated from the entry of local television not only in the city but also in the village. Local television stations have become alternative television stations for viewers in Indonesia. However, the programs shown by local television have not been able to attract regional viewers to watch shows from local television. In order to create some interesting shows and present local cultural programs, local television that are in demand by all people, it is necessary to know how their motivation, watching behavior and assessment are based on the differences in age and gender. This research moved from the lack of motivation of the viewers to watch local cultural programs. The purpose of this study was to determine whether the differences in age and gender influenced the motivation to watch local cultural programs at Jogja TV and ADiTV stations or not. This study used the Motivation Theory of Denis McQuail, watching motivation based on information needs, personal identity, social interaction and entertainment. Moreover, this study used logistic regression analysis techniques to determine the differences in age and gender on watching motivation. The research sample amounted to 150 respondents by using propotionality random sampling. Based on the results of logistic regression analysis, it was concluded that the significant value was 0.689 (0.689> 0.05), which means there was no influence between gender differences on watching motivation. Furthermore, there was a significant value of 0.728 (0.728> 0.05) which means there was no influence between age differences on watching motivation. This was because there were more interesting programs on other television stations during the broadcasting of the Local Culture Program at Jogja TV and ADiTV Stations, so that some respondents were more interested in watching more interesting shows on national private television stations