PENGARUH MENONTON TRAILER FILM GUNDALA DI MEDIA SOSIAL YOUTUBE TERHADAP MINAT MENONTON DI BIOSKOP (Survey Terhadap Mahasiswa Jurusan Broadcasting Universitas Mercu Buana Angkatan 2015)

HUSEIN, REVVY FACHLEVY (2020) PENGARUH MENONTON TRAILER FILM GUNDALA DI MEDIA SOSIAL YOUTUBE TERHADAP MINAT MENONTON DI BIOSKOP (Survey Terhadap Mahasiswa Jurusan Broadcasting Universitas Mercu Buana Angkatan 2015). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Current technological advances make delivery of information and messages have improved, not only depend on electronic and print media, but also through social media, one of which is YouTube that now used as something new to promote their film industry. This research is conducted to find out whether the movie trailer of Gundala on YouTube social media can gives interest in watching Gundala movies in cinema. In this study, the impact of communication related to Stimulus Organism Response theory explains the view that the behavior begins with a stimulus (stimulation, action) that immediately gives rise to a response (reaction, motion replies). In line with this theory, the audience receives the impact caused after watching movie trailers on Youtube social media gives effect to the audience. The impact that has been received is the audience's interest in the form of cognitive, affective and conative, ie how far the cognitive, affective and conative can effected on the audience. In this study is using a quantitative approach and the explanatory as the type of research. The method used was a survey method with a questionnaire as the main instrument to get information from a number of respondents. The results of this study indicate that the probability level of 0,000 is much smaller than the significance level of 0.05 (significance level α = 5%) which means that Ho is rejected and Ha is accepted, or it can be concluded that there is a significant influence between movie trailer of Gundala on Youtube social media towards interest watching in the cinema, with a correlation number of 0.518 which shows that the correlation in this study is quite strong, positive and unidirectional. Keywords: Gundala Movie Trailers, Youtube Social, Media, Interest Kemajuan teknologi saat ini membuat penyampaian informasi dan pesan mengalami kemajuan, tidak lagi hanya mengandalkan media elektronik dan cetak, tetapi juga melalui media sosial, salah satunya adalah YouTube yang kini digunakan sebagai wadah baru mempromosikan film. Penelitian ini dilakukan untuk mengetahui apakah trailer film Gundala di media sosial YouTube memberikan pengaruh terhadap minat menonton film Gundala di bioskop. Dalam penelitian ini, dampak komunikasi berkaitan dengan teori Stimulus Organism Respons ini menjelaskan tentang pandangan bahwa perilaku itu, bermula dengan adanya stimulus (rangsangan, aksi) yang segera menimbulkan respon (reaksi, gerak balas). Sejalan dengan teori ini, khalayak menerima dampak yang ditimbulkan setelah menonton trailer film di media sosial YouTube memberikan efek kepada khalayaknya. Dampak yang diterima adalah minat khalayak berupa kognitif, afektif dan konatif, yaitu seberapa jauh efek kognitif, afektif dan konatif terhadap khalayak. Pada penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian eksplanatif. Metode yang digunakan yaitu metode survei dengan kuisioner sebagai instrumen utama untuk mendapatkan informasi dari sejumlah responden. Hasil dari penelitian ini menunjukkan bahwa tingkat probabilitas sebesar 0,000 yakni jauh lebih kecil dari nilai taraf signifikasi sebesar 0,05 (taraf signifikasi α = 5%) yang berarti Ho ditolak dan Ha diterima, atau dapat disimpulkan bahwa bahwa terdapat pengaruh yang signifikan antara trailer film Gundala di media sosial YouTube terhadap minat menonton di bioskop, dengan angka korelasi sebesar 0,518 yang menunjukan bahwa korelasi pada penelitian ini tergolong cukup kuat, positif dan searah. Kata kunci : Gundala Film Trailer, Youtube Sosial Media, Minat

Item Type: Thesis (S1-Sarjana)
NIM: 44115110034
Uncontrolled Keywords: Gundala Film Trailer, Youtube Sosial Media, Minat
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.84 Communications and Entertainment Media/Media Komunikasi dan Hiburan
Divisions: Fakultas Ilmu Komunikasi > Penyiaran
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Feb 2021 05:14
Last Modified: 09 Feb 2021 05:14
URI: http://repository.mercubuana.ac.id/id/eprint/59658

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