PENGARUH PROMOSI, BINTANG FILM , DAN WORD OF MOUTH TERHADAP KEPUTUSAN MENONTON PADA FILM NASIONAL ( Studi Kasus Dilakukan Pada Masyarakat Wilayah Jakarta Barat)

BURHANNUDIN, FEBBY ALDIANSYAH (2019) PENGARUH PROMOSI, BINTANG FILM , DAN WORD OF MOUTH TERHADAP KEPUTUSAN MENONTON PADA FILM NASIONAL ( Studi Kasus Dilakukan Pada Masyarakat Wilayah Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of the research to test affect the promotion, movie stars and word of mouth toward watching decision. The object of research is the people of West Jakarta who have been wachting on Nasional Movie. This research was conducted on 250 respondents by using survey technique with questionnaires distribution tools. This type of research is quantitative causal, with non probability type. The data instruments uses Structural Equation Modeling statistical method of SmartPLS software version 3.0. The results of this research show that either partially, promotion variables affect the purchase decision, celebrity endorser affect the purchase decision and word of mouth variables affect the purchase decision. Keyword : Promotion, Celebrity Endorser, Word of Mouth and Purchase decision Tujuan Penelitian ini adalah untuk menguji pengaruh promosi, bintang film dan word of mouth terhadap keputusan menonton. Objek penelitian ini adalah masyarakat Jakarta Barat yang sudah pernah menonton film nasional. Penelitian ini dilakukan terhadap 251 responden dengan menggunakan teknik survey dengan alat penyebaran kuesioner. Jenis penelitian ini adalah kuantitatif kausal, dengan jenis non probability. Instrumen data menggunakan metode statistik Structural Equation Modeling software SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel promosi berpengaruh terhadap keputusan pembelian. Variabel bintang film berpengaruh terhadap keputusan pembelian dan variabel word of mouth berpengaruh terhadap keputusan pembelian. Kata kunci : Promosi, Selebriti Endorser, word of mouth dan keputusan pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 299
Call Number: SE/31/19/195
NIM: 43115010350
Uncontrolled Keywords: Promosi, Selebriti Endorser, word of mouth dan keputusan pembelian.
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 778 Specific Fields of Photography/Bidang-bidang Khusus Seni Fotografi > 778.5 Cinematography, Video Production, Related Activities/Sinematografi, Produksi Video, dan Kegiatan Terkait > 778.58 Preservation and Storage of Motion Picture Films/Pelestarian dan Penyimpanan Film Bergerak
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum > 791.4 Motion Pictures, Radio, Television/Gambar Gerak, Radio, Televisi
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum > 791.4 Motion Pictures, Radio, Television/Gambar Gerak, Radio, Televisi > 791.43 Motion Pictures, Movies, Cinema/Bioskop, Movie, Film Hiburan, Sinema
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Jul 2019 05:17
Last Modified: 21 Oct 2019 02:16
URI: http://repository.mercubuana.ac.id/id/eprint/50087

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