Sukarta, Dita Yunindyah (2018) Pengaruh Buzz Marketing Film Dilan 1990 Pada Media Sosial Terhadap Keputusan Menonton. Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan film di Indonesia kini telah mengalami perkembangan yang cukup pesat, sehingga membuat para pembuat film terus memutar otak untuk mencari strategi pemasaran yang tepat untuk mempromosikan filmnya. Seiring perkembangan zaman, muncul konsep baru yaitu digital marketing dengan memanfaatkan teknologi internet seperti media sosial. Kini media sosial memiliki pengaruh yang cukup besar terhadap penjualan produk/jasa maupun terhadap perilaku konsumen. Apalagi saat ini berkat kreatifitas masyarakat, banyak inovasi serta cara yang dapat menarik perhatian di media sosial. Penelitian ini bertujuan untuk mengetahui pengaruh buzz marketing (talkers, topics, tools, taking part, tracking) film Dilan 1990, untuk mengetahui pengaruh strategi pemasaran melalui media sosial terhadap keputusan menonton, serta faktor yang paling dominan mempengaruhi keputusan tersebut. Penelitian ini menggunakan jenis penelitian kuantitatif eksplanatif dengan variabel independen (X) (talkers, topics, tools, taking part, tracking), dan variabel dependen (Y) keputusan menonton. Pengambilan sampel menggunakan teknik quota sampling dengan kuesioner online kepada 272 responden pengguna aktif instragram di Indonesia. Teknik analisis data pada penelitian ini adalah analisis regresi linier berganda. Serta uji hoptesisnya menggunakan Uji T, Uji F, dan Koefisien Determinasi (R2). Adapun hasil penelitan menunjukkan bahwa terdapat pengaruh positif signifikan pada variabel talkers, topics, tools, taking part, tracking terhadap kepitusan menonton. Serta faktor dominan yang mampu mempengaruhi masyarakat untuk menonton film Dilan 1990 yaitu variabel X5 (tracking). Hal ini disebabkan karena memiliki nilai thitung sebesar 6.469 dimana nilai tersebut merupakan nilai terbesar dari thitung variabel lainnya.
English Abstract
The development of films in Indonesia has now undergone a fairly rapid development, making filmmakers continue to turn their minds to find the right marketing strategies to promote their films. Along with the development of the times, a new concept emerged, namely digital marketing by utilizing internet technology such as social media. Now social media has a considerable influence on the sale of products / services and consumer behavior. Especially at this time thanks to community creativity, many innovations and ways that can attract attention on social media. This study aims to determine the effect of Dilan 1990 buzz marketing (talkers, topics, tools, taking parts, tracking) films, to determine the effect of social media marketing strategies on watch decisions, as well as the most dominant factors influencing that decision. This research uses explanatory quantitative research with independent variables (X) (talkers, topics, tools, taking parts, tracking), and the dependent variable (Y) decision to watch. Sampling uses quota sampling technique with an online questionnaire to 272 respondents who are active instragram users in Indonesia. The data analysis technique in this study is multiple linear regression analysis. And the hoptesis test uses the T Test, the F Test, and the Determination Coefficient (R2). The results of the research show that there are significant positive influences on variable talkers, topics, tools, taking part, tracking on watching sites. As well as the dominant factor that is able to influence the public to watch the Dilan 1990 film, namely variable X5 (tracking). This is because it has a tcount of 6.469 where the value is the largest value of the other tcount variables.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/1097/051901249 |
| Uncontrolled Keywords: | buzz marketing, media sosial, keputusan menonton, film.-buzz marketing, social media, watching decisions, movies. |
| Subjects: | 700 The Arts > 791 Public performances > 791.4 Motion pictures, radio, television > 791.43 Motion pictures > 791.437 Films |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 09 May 2019 01:48 |
| Last Modified: | 09 May 2019 01:48 |
| URI: | http://repository.ub.ac.id/id/eprint/163780 |
Actions (login required)
 |
View Item |