PENGARUH TRAILER DAN KONTEN REVIEW FILM TERHADAP KEPUTUSAN MEMBELI TIKET BIOSKOP DENGAN MINAT MENONTON FILM SEBAGAI VARIABEL INTERVENING

• REKSA AGIL PRAMUDYA
• 2024

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Penurunan minat menonton film di bioskop akibat persaingan dengan platform streaming online menjadi masalah yang dihadapi industri perfilman. Oleh karena itu, penting untuk memahami bagaimana strategi promosi digital, seperti trailer film dan konten review film, memengaruhi minat menonton dan keputusan membeli tiket bioskop. Penelitian ini bertujuan untuk menganalisis pengaruh trailer film dan konten review film terhadap keputusan membeli tiket bioskop dengan minat menonton sebagai variabel intervening. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner. Uji validitas, reliabilitas, analisis regresi, analisis korelasi, dan uji hipotesis digunakan untuk menganalisis data dari 55 responden yang pernah menonton trailer dan membaca ulasan film di YouTube. Hasil penelitian menunjukkan bahwa trailer film dan konten review film berpengaruh positif signifikan terhadap minat menonton dan keputusan membeli tiket bioskop. Minat menonton terbukti sebagai variabel intervening yang memediasi pengaruh trailer film dan konten review film terhadap keputusan membeli tiket.

The decline in interest in watching movies in theaters due to competition with online streaming platforms is a problem faced by the film industry. Therefore, it is important to understand how digital promotional strategies, such as movie trailers and movie review content, influence viewing interest and the decision to buy movie tickets. This study aims to analyze the influence of movie trailers and film review content on the decision to buy cinema tickets with viewing interest as an intervening variable. The research uses a quantitative approach with a survey method through questionnaires. Validity, reliability, regression analysis, correlation analysis, and hypothesis test were used to analyze data from 55 respondents who had watched trailers and read movie reviews on YouTube. The results of the study show that movie trailers and film review content have a significant positive effect on viewing interest and the decision to buy cinema tickets. Viewing interest is proven to be an intervening variable that mediates the influence of movie trailers and film review content on the decision to buy tickets.

 

Kata kunci: Trailer film, konten review film, minat menonton, keputusan membeli, bioskop.

• : Trailer film
• konten review film
• minat menonton
• keputusan membeli
• bioskop.

https://repository.bsi.ac.id/repo/57416/PENGARUH-TRAILER-DAN-KONTEN-REVIEW-FILM-TERHADAP-KEPUTUSAN-MEMBELI-TIKET-BIOSKOP-DENGAN-MINAT-MENONTON-FILM-SEBAGAI-VARIABEL-INTERVENING
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