CAHYANINGTYAS, AJENG YULIA (2025) PENGARUH RATING IMDB TERHADAP KEPUTUSAN MENONTON BERULANG KALI FILM "AGAK LAEN" DI KALANGAN MAHASISWA UNIVERSITAS MERCU BUANA (Survei Terhadap Mahasiswa/i Ilmu Komunikasi Broadcasting Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of digital science is marked by the rapid technology and information that can be accessed every day. With the Internet, it has triggered the emergence of various new media, one of which is a web portal that discusses information about films that offers ratings or reviews from its users, namely IMDb (Internet Movie Database) where IMDb ratings play an important role in influencing viewing decisions. This study uses the Uses and Gratification Theory to play an active role in choosing and using media to meet audience needs. And the method used is the survey method and the positivism paradigm. The population and sample are students majoring in Broadcasting, Mercu Buana University. The non-probability sampling sampling technique uses the purposive sampling method with a total of 176 respondents. Data analysis techniques using SPSS Version 25 software. The results of the study showed a positive original sample value of 0.429 or 4.29, the calculated t value> t table shows a value of 13.149> 1.654 and the p-value result is 0.001 <0.05, and has a coefficient value of 0.706 which is considered strong, and the R square value is 0.498 or 49.8%. This proves that the IMDb Rating has a positive influence on the Decision to Watch the Film 'Agak Laen' Repeatedly by 49.8% while the remaining 50.2% is influenced by other factors outside this study. Keywords: Film, IMDb Rating, Students, Decision to Watch Repeatedly Perkembangan ilmu pengetahuan digital ditandai dengan pesatnya teknologi dan informasi yang dapat diakses sehari-hari. Dengan adanya Internet memicu munculnya beragam media baru (new media), Salah satunya adalah web portal yang membahas informasi seputar film yang menawarkan rating atau ulasan dari penggunanya yaitu IMDb (Internet Movie Database) dimana rating IMDb berperan penting dalam memegaruhi keputusan menonton. Penelitian ini menggunakan Teori Uses and Gratification memainkan peran aktif dalam memilih dan menggunakan media untuk memenuhi kebutuhan audiens. Dan metode yang digunakan adalah metode survei dan paradigma positivism. Populasi dan sampel merupakan Mahasiswa/i jurusan Broadcasting Universitas Mercu Buana. Teknik pengambilan sampel non-probability sampling melalui metode purposive sampling dengan jumlah 176 responden. Teknik analisa data menggunakan software SPSS Versi 25. Hasil penelitian menunjukkan nilai original sample positif sebesar 0.429 atau 4.29, nilai t hitung > t tabel menunjukkan nilai 13.149 > 1.654 dan hasil pvalue sebesar 0.001 < 0.05, dan memiliki nilai koefisien sebesar 0,706 tergolong kuat, serta nilai R square sebesar 0.498 atau 49.8%. Hal ini membuktikan bahwa Rating IMDb memiliki pengaruh positif terhadap Keputusan Menonton Berulang Kali Film ‘Agak Laen’ sebesar 49.8% sedangkan 50.2% sisanya di pengaruhi oleh faktor lain di luar penelitian ini. Kata Kunci: Film, Rating IMDb, Mahasiswa, Keputusan Menonton Berulang Kali
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