Azka Fu’ad Alhamdi, NIM 16730043 (2021) PENGARUH POSTER TERHADAP MINAT MENONTON FILM DI LAYANAN VIDEO ON DEMAND. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
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Text (PENGARUH POSTER TERHADAP MINAT MENONTON FILM DI LAYANAN VIDEO ON DEMAND)
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Text (PENGARUH POSTER TERHADAP MINAT MENONTON FILM DI LAYANAN VIDEO ON DEMAND)
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Abstract
Technological developments have an impact on many aspects of human life, including the movie industry in Indonesia. Even though the presence of the pandemic has resulted in a ban on watching movies in theaters, we can still access video on demand services. This is proven by the appreciation from Indonesian movie audiences which continues to increase from year by year. As stated in the 4P Marketing Mix Theory, in addition to quality products, optimal promotion is also needed to provide the best results. One of the promotional outputs that we often encounter is movie posters. Not only as an attraction for the audience, movies poster makers also compete to make the best work, to win prestigious award events such as the Piala Maya. However, the winners of the best movie posters nomination at the Piala Maya since 2015 have only received a small number of viewers. On the basis of this problem, it would be interesting to conduct research on the effect of movie posters on viewing interest on video on demand services. To resolve the problem, Cognitive-Response Theory is quite appropriate to be used as a research basis, because it explains that the process of information or advertising can change consumer behavior. This study uses a quantitative approach and survey research methods to 87 students of Communication Studies UIN Sunan Kalijaga Yogyakarta. After being analyzed by simple linear regression, the findings show the effect of 51.5% of movie posters on viewing interest, or is on a moderate influence scale.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Drs. Siantari Rihartono, M.Si |
| Uncontrolled Keywords: | Movie Poster, Cognitive Response, Video on Demand, Interest of Watching Movie, Visual Communication |
| Subjects: | Ilmu Komunikasi |
| Divisions: | Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1) |
| Depositing User: | Drs. Mochammad Tantowi, M.Si. |
| Date Deposited: | 07 Jan 2022 07:40 |
| Last Modified: | 07 Jan 2022 07:40 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/48141 |
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