Setiawan, Ridla An-Nuur (2013) PENGARUH CITRA FILM INDONESIA TERHADAP KEPUTUSAN MENONTON : Survey terhadap penonton Film Indonesia di bioskop Empire XXI Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Jumlah penonton film Indonesia sejak tahun 2009 hingga sekarang mengalami penurunan yang cukup signifikan. Kondisi ini berbanding terbalik dengan jumlah bioskop dan produksi film Indonesia yang meningkat setiap tahunnya. Salah satu penyebabnya adalah kejenuhan terhadap film Indonesia, seperti genre dan cerita film kurang bervariasi, yang pada akhirnya dipersepsikan bahwa semua film Indonesia sama. Hal ini mempengaruhi citra film Indonesia secara keseluruhan dan juga minat penonton dalam mengambil keputusan untuk menonton filmnya di bioskop. Penelitian ini bertujuan untuk mengetahui gambaran citra, keputusan menonton, dan sejauh mana pengaruh citra film Indonesia terhadap keputusan menonton. Jenis penelitian yang digunakan adalah penelitian deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah proportionate stratified random sampling. Populasi penelitian merupakan penonton film Indonesia di bioskop Empire XXI Bandung, dengan jumlah sampel sebanyak 102 responden. Data yang digunakan adalah data ordinal. Teknik analisis menggunakan koefisien korelasi pearson product moment, dan dan analisis regresi linear sederhana. Hasil penelitian ini menunjukan bahwa citra film Indonesia berpengaruh positif terhadap keputusan menonton. Hasil perhitungan regresi linear sederhana didapat R-square sebesar 0.113 yang berarti bahwa besarnya pengaruh citra terhadap keputusan menonton adalah sebesar 11.3% sedangkan sisanya 88.7% dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. Salah satu solusi dari permasalahan film Indonesia yang terjadi saat ini, para produser film harus lebih jeli dan berani dalam memilih cerita dan mencoba memanfaatkan teknologi yang sudah maju, seperti mencoba membuat film dalam versi 3D. Selain itu para produser film juga harus lebih banyak memperhatikan sumber informasi dan karakteristik dari film yang akan diproduksi, yang pada akhirnya dapat membantu promosi dari film tersebut. Kata Kunci : Film, Citra, Keputusan Menonton, Film Indonesia, Bioskop The background of this research is the fact that the audience of Indonesian movie is decreasing significantly since 2009 until recently. This is contrary with the amount of theatre and the increase of Indonesian movies produced each year. Among the reason is the saturation of the Indonesian movies such as genre and lack of idea for the story itself. Thus, there is image out there that all the Indonesian movies are similar to each other. This is also gave the bad influence for the image of the Indonesian movies and the preference of the audience in picking what movie they would like to enjoy. The direction of the research is to analyze the image of the movies, the decision, and how deep is the connection between the image and the decision of what movie they prefer to watch. The techniques used in this research are descriptive and verificative. Samples were taken using proportionate stratified random sampling technique. Population in this research is the audience of Empire XXI Bandung Theatre consist of 102 respondents. Data used is ordinal data and analyzed using Pearson Product Moment correlation coefficient and simple linear regression. The result shows that the image of Indonesian movies positively correlated with the decision of what movie they watch. Simple regression analysis resulted R-square of 0.113. It means that 11.3% of deciding factor had been influenced by the image. The rest of 88.7% was influenced by other factors that were not analyzed by the researcher. Among the solution of the today's Indonesian movie's problems is the producers need to be more aware when picking the story and eager to try different type of story. Another solution would be the use of advance technology, such as produce the movie in 3D version. On the other hand, movie producers are also need to put more attention to information and characteristic of their movie itself. Hence, in the end, it will help them in promoting their movies. Keywords : Film, Image, Audience Decision, Indonesian Movie, Theatre
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | Universitas Pendidikan Indonesia > Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Riki N Library ICT |
| Date Deposited: | 02 Sep 2013 07:23 |
| Last Modified: | 02 Sep 2013 07:23 |
| URI: | http://repository.upi.edu/id/eprint/1298 |
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