PENGARUH IKLAN DAN ETNOSENTRISME TERHADAP SIKAP PENONTON SERTA IMPLIKASINYA PADA KEPUTUSAN MENONTON (StudiKasus: Penonton Film WarkopDKIReborn: Jangkrik Boss! Part 1 diBioskop Rajawali Purwokerto) INFLUENCE OF ADVERTISING AND ETHNOSENTRISM TO THE AUDIENCE ATTITUDE AND IMPLICATIONS ON DECISIONS WATCHING (Case Study: Movie Viewers of Warkop DKI Reborn: Jangkrik Boss! Part 1 in Rajawali Cinema Purwokerto)

Restu Akmalia, Nikita Putri Pradini (2017) PENGARUH IKLAN DAN ETNOSENTRISME TERHADAP SIKAP PENONTON SERTA IMPLIKASINYA PADA KEPUTUSAN MENONTON (StudiKasus: Penonton Film WarkopDKIReborn: Jangkrik Boss! Part 1 diBioskop Rajawali Purwokerto) INFLUENCE OF ADVERTISING AND ETHNOSENTRISM TO THE AUDIENCE ATTITUDE AND IMPLICATIONS ON DECISIONS WATCHING (Case Study: Movie Viewers of Warkop DKI Reborn: Jangkrik Boss! Part 1 in Rajawali Cinema Purwokerto). Skripsi thesis, IAIN Purwokerto.

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Abstract

Movies are part of a commercial media that sells products of stories. Production House seeks to conduct marketing communications activities such as promotional activities, one of which is a movie ad. During 2009 until 2015 the number of Indonesian movie goers experienced an ups and downs. The movie world is weakening until early of 2016, but the turmoil of the audience for watching movie has returned. The amount of Indonesian movie goers until mid-year reached 16 million people, it is the highest number since 2009. The interesting thing is the movie Warkop DKI Reborn: Jangkrik Boss! Part 1 can reach the numbers to 6.8 million viewers. This research aims to determine the influence of advertising, ethnocentrism and audience attitudes towards decision-making of watching movie Warkop DKI Reborn: Jangkrik Boss! Part 1 in Rajawali Cinema Purwokerto. The population in this research is the average visitor of Rajawali Cinema Purwokertoeveryday that is 2,624 people. The sample in this research were 106 people with purposive sampling method. Data analysis technique used in this research is quantitative analysis using SEM (Structural Equation Modeling) model of AMOS 21 program. The results of the analysis found that the value of tcount>ttable value (2.031> 1,960) means that the Advertisement has a significant effect on the Audience Attitude. The next result shows the value of tcount>ttable (2.020> 1,960) means that Etnocentrism have significant effect to Audience Attitude. The next result is found tcount>ttable (2,120> 1,960) where Audience Attitude significantly influence to Decision Watching. The next result of analysis shows tcount>ttable (3,325> 1,960) it means that Advertisement have significant effect to Decision Watching. The next result found the value of tcount>ttable (2.757> 1,960) means that Etnocentrism significantly influence the Decision Watching. Field data show that not all respondents decide to watch just because they see an interesting movie ad, or a love for a local product (movie) made in their own country. Based on existing theory, that decision watching is not only influenced by advertisement variable, ethnocentrism and attitude of audience itself.

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