摘要：The aims of this study were to analyze the housewives characteristics, the motivation for listening to Pro Doctor radio program, the relationship between characteristics and motivation, the relationship between media use and motivation, and the relationship between motivation and satisfaction as the effect of the media. The study was designed as a survey employing a descriptive correlational method. One hundred housewives were chosen as respondents through a simple random sampling method. Data were analyzed with Rank Spearman Test, Chi Square Test and Contingency Coefficient Test using SPSS program. Results of the study show the characteristics of samples as follows: average age is 37 years, without occupation, family income is between Rp1-2 million, senior high school (or equivalent) education, and between 1 to 3 children in the family. The motivations for listening to the radio program are: gaining information, broadening vision, easiness to solve problems in health, feeling more secure, confidence, and having a topic to talk about when meeting friends. Family income correlates highly significantly with motives for: gaining information, broadening vision, and having a topic to talk about; while correlates significantly with motives for easiness to solve problems, and confidence. The number of family members has a high significant relationship with motives for gaining information, has significant relationship with motivation for having a topic to talk about. There are significant differences in any motivation between housewives who have occupations and those who do not have one. There is a strong relationship between occupation and the motivation for: solving problems, feeling more secure, confidence, having a topic to talk about, entertainment, feeling spare time, and routinines. The frequency to listen correlates highly significantly with motivation for: gaining information, while correlates significantly with feeling spare time and routines. The intensity of completeness, active sums/phone is closely associated with the motivation to fill spare time, the associated with health problems, and rout nines. Motivation for: rout nines and having topic to talk about, correlate significantly with the cognitive and conative aspects. Motivation for: gaining information and broadening vision correlate highly significantly with the affective and connate aspects.
关键词：Pro Doctor, characteristics, motives, media use, media effect
