HUWAIDA, NISRINA (2020) PENGARUH TRAILER FILM DANCING IN THE RAIN (2018) DI MEDIA SOSIAL YOUTUBE TERHADAP MINAT MENONTON KHALAYAK DI BIOSKOP (REMAJA RW 010-011 DASANA INDAH TANGERANG DENGAN USIA 15-25 TAHUN). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
YouTube is a new breakthrough in promoting films. This research was conducted to find out the trailer for the film Dancing In The Rain (2018) on the social media youtube to influence the audience's interest in watching the film in the cinema. In this research, the impact of communication is related to the Uses and Effects Theory. In line with this theory, audiences receive the impact after watching a film trailer in the form of audience interest, namely how far the audience's attention is to the audience's interest. This research uses a quantitative approach with a causal explanative research type. The method used is a survey method with a questionnaire as the main instrument to obtain information from a number of respondents. The results of this research indicate that the probability level is (0.030), where the results of this study are smaller than sig 0.050 (in this research using a significance level of α = 5%) which means that Ho is rejected and Ha is accepted, or it can be concluded that there is a significant influence between The trailer for the film Dancing In The Rain on Youtube Social Media towards Audience Viewing Interest in the Cinema, with a correlation number of 0.271 which indicates that the level of relationship in this study is low, and is unidirectional (positive). Youtube menjadi terobosan baru dalam mempromosikan film. Penelitian ini dilakukan untuk mengetahui trailer film Dancing In The Rain (2018) di media sosial youtube memberikan pengaruh minat khalayak untuk menonton film tersebut di bioskop. Dalam penelitian ini, dampak komunikasi berkaitan dengan Teori Uses and Effects. Sejalan dengan teori ini, khalayak menerima dampak yang ditimbulkan setelah menonton trailer film berupa minat khalayak yaitu seberapa jauh perhatian (Attention) khalayak terhadap minat (Interest) khalayak. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian eksplanatif kausal. Metode yang digunakan yaitu menggunakan metode survey dengan kuisioner sebagai instrumen utama untuk mendapatkan informasi dari sejumlah responden. Hasil dari penelitian ini menunjukkan bahwa tingkat probabilitas sebesar (0,030), dimana hasil penelitian ini lebih kecil dari sig 0,050 (dalam penelitian ini menggunakan taraf signifikasi α=5%) yang berarti Ho ditolak dan Ha diterima, atau dapat disimpulkan terdapat pengaruh yang signifikan antara Trailer film Dancing In The Rain di Media Sosial Youtube terhadap Minat Menonton Khalayak di Bioskop, dengan angka korelasi 0,271 yang menunjukkan bahwa tingkat hubungan pada penelitian ini tergolong rendah, dan bersifat searah (positif).
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