International Journal of Research and Review Vol.7; Issue: 5; May 2020 Website: www.ijrrjournal.com Research Paper E-ISSN: 2349-9788; P-ISSN: 2454-2237 International Journal of Research and Review (ijrrjournal.com) 357 Vol.7; Issue: 5; May 2020 Factors Affecting Readers’ Satisfaction in "Waspada" Newspapers: Insight from Indonesia Miftah El Fikri, Dewi Nurmasari Pane, Rizal Ahmad Department of Management, Universitas Pembangunan Panca Budi Medan, North Sumatera-Indonesia Corresponding Author: Miftah El Fikri ABSTRACT 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. Keywords: Readers satisfaction, Post-purchase behavior, Service quality behavior, Price, Emotional relationship, Waspada newspaper INTRODUCTION Communication is an important factor that affects understanding between sender and receiver. Communication becomes a measure of the flow of information spreading or spinning at one point. Today, the science of communication has grown exponentially with many channels in the dissemination of information. Through many channels used communication creates different perceptions depending on the receiver's interpretation. While the main source of information is informants, it is in anticipation of this that many punctuation marks are used in communicating to provide greater understanding to the receivers. In channel communication, it is necessary to use a form of communication media. Communication media is a channel created as a means of information exchange, in which the communication media has various regulations and interpretations of each communication statement either positively or negatively. Communication media as a communicator which is also plays a proactive role in interpreting every element of information to avoid misunderstanding and negative thinking. How difficult it is for the media to play a role in refining the flow of information without negative effects. One of the communication mediums we have used for a long time is the newspaper. Newspapers are paper-based communication media consisting of multiple pages with content settings tailored to each page's segment. In the past, newspapers were only available in major cities and appeared almost twice daily. This means that newspaper printing is always busy and stands by for new information to load and print immediately. Newspapers are also a lifestyle for intellectuals; because there is an analogy with reading that we can see the world. This is what makes newspapers have a special segment in their readers' hearts. In