PENGARUH THEATRE WINDOW VIEWING, TRAILER FILM DAN SOCIAL INFLUENCE TERHADAP KEPUTUSAN MENONTON FILM INDONESIA DI BIOSKOP DIMODERASI OLEH REVIEW FILM

GULTOM, GITA THESSA LONIKA PUTRI BR. (2023) PENGARUH THEATRE WINDOW VIEWING, TRAILER FILM DAN SOCIAL INFLUENCE TERHADAP KEPUTUSAN MENONTON FILM INDONESIA DI BIOSKOP DIMODERASI OLEH REVIEW FILM. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to examine and analyze the influence of theater window viewing, film trailers, social influence and film reviews on the decision to watch Indonesian films in cinemas. The method used is a quantitative method. The population in this study were respondents who had watched Indonesian films in cinemas at least once and lived in the areas of Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek). Determining the number of samples was carried out using a purposive sampling technique and it was determined that there were 100 respondents. The data analysis method used is the Structural Equation Model (SEM) & SmartPLS (Partial Least Square). The results show that theater window viewing has a positive effect on the decision to watch Indonesian films in theaters. Film trailers have a positive effect on the decision to watch Indonesian films in cinemas. Social influence has a positive effect on the decision to watch Indonesian films in cinemas. Film reviews have no positive effect on the decision to watch Indonesian films in cinemas. Keywords: theater window viewing, film trailers, social influence, film reviews, decision to watch Tujuan penelitian ini adalah untuk mengkaji dan menganalisis pengaruh theatre window viewing, trailer film, social influence dan review film terhadap keputusan menonton film Indonesia di bioskop. Metode yang digunakan adalah metode kuantitatif. Populasi dalam penelitian ini adalah responden yang pernah melakukan menonton film Indonesia di bioskop minimal satu kali dan berdomisili di daerah Jakarta, Bogor, Depok, Tangerang dan Bekasi (Jabodetabek). Penentuan jumlah sampel dilakukan menggunakan teknik purposive sampling dan ditetapkan sebanyak 100 responden. Metode analisis data yang digunakan adalah Structural Equation Model (SEM) & SmartPLS (Partial Least Square).. Hasil penelitian menunjukkan bahwa theatre window viewing berpengaruh positif terhadap keputusan menonton film Indonesia di bioskop. Trailer film berpengaruh positif terhadap keputusan menonton film Indonesia di bioskop. Social influence berpengaruh positif terhadap keputusan menonton film Indonesia di bioskop. Review film tidak berpengaruh positif terhadap keputusan menonton film Indonesia di bioskop. Kata Kunci : theatre window viewing, trailer film, social influence, review film, keputusan menonton

Item Type: Thesis (S2)
Call Number CD: CD/551. 23 122
Call Number: TM/51/23/138
NIM/NIDN Creators: 55120120063
Uncontrolled Keywords: theatre window viewing, trailer film, social influence, review film, keputusan menonton
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni
Divisions: Pascasarjana > Magister Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 30 Oct 2023 08:01
Last Modified: 30 Oct 2023 08:01
URI: http://repository.mercubuana.ac.id/id/eprint/82376

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