What Are The Factors That Encourage People To Keep Buying Newspapers In The Digital Age?

This study aims to determine what factors influence consumer interest in buying newspapers in the digital era. These factors are product, price, promotion, and distribution. This research is a quantitative study using SPSS 23 to process data. This research was conducted on one of the customers of the mass media in Pekanbaru, Riau Province, Indonesia. The sample collection technique used simple random sampling technique. The sample was calculated using the Slovin formula where 89 respondents were selected. The results showed that the results of the partial test (t test), there were three variables, namely product, promotion, and distribution which had a positive and significant effect on consumer decisions, while one variable, namely, price, had a negative and significant value on consumer decisions, also foun that 76.3% of the influence of the independent variables (Product, Price, Promotion, Distribution) on consumer decisions and the 23.7% is influenced by other variables not examined