SINAGA, MERCY PIKA IRAWANTY (2024) PENGARUH KUALITAS FILM TERHADAP MINAT PENONTON POTENSIAL MENONTON FILM FALL IN LOVE AT FIRST KISS PADA FOLLOWERS INSTAGRAM @UNIVMERCUBUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Watching films is one of the activities that modern society is interested in. In this case, there are already many films circulating in cinemas, one of which is the film Fall in Love at First Kiss. The film, starring Chinese actors and actresses, appeared in cinemas on February 27 2019. However, it was then available to watch on Netflix on July 9 2021. This research aims to analyze the influence of film quality on interest in watching the film "Fall in Love at First Kiss” on Instagram followers @univmercubuana. This research uses mass communication theory, where film is an audiovisual communication medium intended to convey a certain message to the audience. Apart from that, the theory of uses and effects is also used which explains the relationship between mass communication delivered through mass media, and the impact/influence it has on its users. This research uses a survey method with a quantitative approach and positivistic paradigm. Data was collected through distributing questionnaires to 100 Instagram followers @univmercubuana, accompanied by interviews and observations. The data obtained was then processed using linear regression analysis using the SPSS program. The research results show that film quality has a significant positive effect on interest in watching the film "Fall in Love at First Kiss" among Instagram followers @univmercubuana. This is proven by the results of hypothesis testing via the T test showing that the t table value for the film quality variable is 8,566 > t count 1,600, the significance value is 0.000 < 0.005, and the simple linear coefficient is pointing in the positive direction. Keywords: Film quality, interest in watching, Fall in Love at First Kiss, Followers, Instagram Menonton film merupakan salah satu kegiatan yang diminati masyarakat modern. Dalam hal ini, sudah terdapat banyak film yang beredar di bioskop, salah satunya film Fall in Love at First Kiss. Film tersebut diperankan oleh aktor dan aktris China yang muncul di bioskop pada tanggal 27 Februari 2019. Namun kemudian tersedia untuk ditonton di Netflix pada tanggal 9 Juli 2021. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas film terhadap minat penonton potensial menonton film “Fall in Love at First Kiss” pada followers Instagram @univmercubuana. Penelitian ini menggunakan teori komunikasi massa, yang mana film merupakan suatu media komunikasi yang bersifat audio visual yang ditujukkan untuk menyampaikan suatu pesan tertentu kepada khalayak. Selain itu, juga digunakan teori uses and effects yang menjelaskan hubungan antara komunikasi massa yang disampaikan melalui media massa, dan dampak/pengaruh yang ditimbulkan bagi penggunanya. Penelitian ini menggunakan metode survey dengan pendekatan kuantitatif dan paradigma positivisme. Pengumpulan data melalui penyebaran kuesioner terhadap 100 orang followers Instagram @univmercubuana, disertai kegiatan wawancara dan observasi. Data yang diperoleh kemudian diolah dengan analisa regresi linier melalui program SPSS. Hasil penelitian menunjukkan bahwa kualitas film berpengaruh positif signifikan terhadap minat penonton potensial menonton film “Fall in Love at First Kiss” pada followers Instagram @univmercubuana. Hal ini dibuktikan dengan hasil uji hipotesis melalui uji T menunjukkan bahwa nilai t tabel untuk variabel kualitas film sebesar 8.566 > t hitung 1.600, nilai signifikansi sebesar 0.000 < 0.005, dan koefisien linier sederhana yang merujuk ke arah positif. Kata Kunci : Kualitas film, Minat Menonton, Fall in Love at First Kiss, Followers, Instagram
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