Uses and gratifications approach: influence of COVID-19 media exposure on millennial generation in Makassar city, Indonesia

This study aims to analyze the effect of COVID-19 message exposure through the use of conventional media and new media based on indicators of frequency, duration, and consistency. Analysis of gratifications based on indicators seeking information, social interaction, and education. This study analyzes the uses and gratifications theory through conventional and new media exposure to COVID-19 pandemic information exposure. The quantitative research method tests the theory of uses and gratifications that is based on indicators of research variables. The determination of respondents is completed through probability sampling comprises of 384 respondents. Research data is analyzed with the inferential statistics with the ANOVA formula analysis. The results showed that the three indicators of satisfaction fulfillment testing indicators, namely seeking information, social interaction, and education are in middle satisfaction. The results of the regression analysis test showed that there was a positive influence on variable X (media exposure) on the level of respondent satisfaction (Y). The results of the coefficient of determination are 0.588 conventional media and the determination of new media of 0.553 is the level of satisfaction of respondents. The validity and accuracy of the uses and gratifications theory in the exposure to the COVID-19 message and respondent satisfaction are positively correlated. The research specifications of the uses and gratifications approach in the era of the COVID-19 pandemic prove that conventional media is still needed by millennials in the search for information after the development of new media.