PENGARUH CELEBRITY’S ENDORSEMENT, WORD OF MOUTH DAN LIFESTYLE TERHADAP KEPUTUSAN MENONTON BIOSKOP (Studi Kasus Pada Film Ben & Jody)

Sari, Erma Widya (2023) PENGARUH CELEBRITY’S ENDORSEMENT, WORD OF MOUTH DAN LIFESTYLE TERHADAP KEPUTUSAN MENONTON BIOSKOP (Studi Kasus Pada Film Ben & Jody). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh celebrity’s endorsement, word of mouth, dan, lifestyle terhadap keputusan menonton bioskop Film Ben & Jody. Populasi dan sampel dalam penelitian ini adalah penonton bioskop Film Ben & Jody di Jakarta sebanyak 133 responden. Teknik pengumpulan data yang digunakan adalah kuesioner. Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Metode analisis data digunakan SEM-Partial Least Square (PLS) dimana pengolahan datanya menggunakan program SmartPLS versi 3.0. Penelitian ini membuktikan bahwa Celebrity’s Endorsement berpengaruh positif dan signifikan terhadap keputusan menonton bioskop Film Ben & Jody. Word Of Mouth tidak berpengaruh signifikan terhadap keputusan menonton bioskop Film Ben & Jody. Lifestyle berpengaruh signifikan terhadap terhadap keputusan menonton bioskop Film Ben & Jody. Saran yang dapat dipertimbangkan pada penelitian selanjutnya yang ingin meneliti dapat memperluas area penelitian dengan karakteristik responden yang berbeda dan dengan jumlah sampel yang lebih banyak sehingga sampel penelitian lebih akurat, dan meneliti variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Celebrity’s Endorsement, Word Of Mouth, Lifestyle, Keputusan Menonton. This study aims to analyze the influence of celebrity endorsement, word of mouth, and lifestyle on the decision to watch the Ben & Jody film. The population and sample in this study were 133 respondents the Ben & Jody film cinema in Jakarta. The data collection technique used was a questionnaire. This research uses a quantitative descriptive approach. The data analysis method uses SEM-Partial Least Square (PLS) where data processing uses the SmartPLS version 3.0 program. This study proves that Celebrity's Endorsement has a positive and significant effect on the decision to watch the Ben & Jody film in cinema. Word Of Mouth has no significant effect on the decision to watch the Ben & Jody film. Lifestyle has a positive and significant effect on the decision to watch the Ben & Jody film. Suggestions that can be considered in future research that you want to study can expand the research area with different respondent characteristics and with a larger number of samples so that the research sample is more accurate, and study other variables not examined in this study. Keywords: Celebrity's Endorsement, Word Of Mouth, Lifestyle, Viewing Decision.

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