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International Conference on Business, Economics, Management and Behavioral Sciences (ICBEMBS'2012) Jan. 7-8, 2012 Dubai
Identifying
decison modelprocess that involve many factors.
ago, Bruce thisresearch, able to 55% factors that affectedlnovie attendance decision i.e: word of mouth
television genre,movie star. Until now, others factors still
Some studies also show the result as moviereviews [18] and seasonality factor and
All the research described earlier are choose aquantitative design. Early study by Austin (1981) wasdeveloped based on a literature review. Then theresearchers conducted a Quan1tltaltlv'e rl13C''''r11''ltn,J'13
to determine the percentage of the factors influencing thedecision to see the didn't
methods.cnl()n~,e-HnTIHnV factors not taken into
as well. In addition, Austin also putsdecisions about the movie choice asdecision. Since film is an PVln.A31'·1Pt'\~P
different mechanism
Such studies are consumers asauthor will follow tra~Clltlon,
Keywords- Cinema Consumer, Cinema Audience, ConsumerDecision Making.
IntJ,ueIlcU1lg the selection decisionon research using focusthat at least 5 main factors, consistconsumer behavior when choosing movie infactors are: communication (advertisIng, n",,,,I1""1Ml'\·
neutral information source (film review, word mouth);characteristic (genre, director, remake production, country oforigin, actor, adaptation works, production,ouse, title); content(story, objectionable content, technology); ease (screeningschedule, title).
I. INTRODUCTION
RESEARCH on product purchasing decisions hedonic. or experience received attention since three decades
agopUJrChaSe of the rational research in this area hasnot been developed. This approach still lacks a solidfoundation for the is still difficult todefine [18], and models of consumerDr()(1ulcts have not been enough eXJ:)erlenC~e
One Theretraditions on cinema audience research. The first aPI)ro:achis econometric modeL Thebetlavional or ps~'cnlOl021calalDDt'OaICh.researchers
547
Contoh Deskriptif Kualitatif
Bahan Workshop Metodologi Penelitian Kualitatif, STIENU Jepara 19-20 Februari 2013
International Conference on Business, Economics, Management and Behavioral Sciences (ICBEMBS'2012) Jan. 7-8, 2012 Dubai
the selection decision", •• "'.. "'<1-;;.,.,. ...... '" thn()u~~ho'ut the aISCU~)slcln
the factors that
IV. DISCUSSION
consumers are involvedinto two segments. The first segment is a
lover or according to one of the isconsumer. are not mind to watchin2in order to the movie at the maximum. Before
a movie to see, get informationsource from various media. Selection of moviesdetermined
B.
Data obtained through FGD were analyzed using twoapproaches to analyze the contents of the discussion:analytic induction and logical Those asvs~tennatlc process or stages of the toan in-depth analysis [7]. Stages of data analysis is thetranscript of the discussion, content analysis (indexing,storage and retrieval, interpretation), report
RESEARCH METHODS
II. LITERATURE REVIEW
A. Purchase Decision ModelThere are many models that can be used to
decision process.
COllStllm[)tic>n can bestages [8] that are: experience before taking, feel
remember the There are severalaspects of consunler product experience: multisensoryconsumption involves symbols and perceptions [13],consumers use subjective criteria to [5], the processconsumes more than the time of purchase
come under the variations.FOD were conducted
gerleratteCi saturated. Based on3 times. The in this discussion
C. Film as Experience ProductBy its nature as a hedonic and experience product, film
can be identified as a product that offers emotionalexperience. Through watching activity, consumer hopesfilm can bring special feelings such as love, surprised,
angry, sad, At theCOI1SUlm[>ticln and evaluation stage, affective component isvery considered. Based on movie AVt'\A1"1An ..... A
satisfaction will obtained if the film is able toattract attention and create strong emotions
548
Contoh Deskriptif Kualitatif
Bahan Workshop Metodologi Penelitian Kualitatif, STIENU Jepara 19-20 Februari 2013
International Conference on Business, Economics, Management and Behavioral Sciences (ICBEMBS'2012) Jan. 7-8, 2012 Dubai
Suman. and' Ravid, Abraham.critical are critical review? The Box Office Effects
customer's comeinformation aboutconsumers choose a movie based on the title.most accessible information
Based on this qualitative research, we able tokey factors affecting consumer decision-making hpt'uHllt\r
cinema context. to nre~VH)US
was able todecisions. this has limitations in termsof generalization.. Therefore it's necessary
researchconsidered
friends. So their choice of filmsgroup selection.
samethat get or feel the new experience that has never
,a.'llt:lr-tlliQU life. can be associated
M(JLrk(~tInlg communication messages h!t"'ll{"~III,,
characteristics of the It deals with TlIITT1I_lrIoT"Tn"lTlIt"T
such as genre, rennaJ<:es,adaptation of work and home
film genres. Some viewers are interestedin a movie remakeand compare with the original work's most recent film.Movie sex scenes and violence withbe avoided because it is considered contrary to personalvalues, social norms and cause an unpleasantreaction. It is therefore inappropriate ,tontent such as sexand violence tried to avoid intensively. Some partIcIpantsconsidered the home state of origin and becauseit can display the quality of the movie.
Based on these findings, the proposed taxonomy of the'factors that influence the decision to choose the movie.Consumers consider a few things before selecting a moviethat: (1) marketing communication, (2) neutral infonnationsource, (3) the film characteristics, (4) content, and (5) ease.
YY\Q,rVJ:lrotU"'Ilfi communication programYY\QrV;i:IIl't11"'lIfi communication channel
andreleases, review and trailers} that distributed in many mediasuch as Web newspapers and television.There are a lot of the infonnation contained in the marJ.«(~tlnlg
communication message, such as title, u.U,","'''.Vl" Pf()allCer,music home genre, behind the scenes,
summary, etc. This infonnationoften used as a reference for consumers select
MaLrk(~t1nl~ communications message movies ore:sellcecan conversation about among consumerobserver films. Consumers whoor exposure communication messages
about their consumersword of mouth communications. It can be directconversation or social media. While film
wrote his
549
Contoh Deskriptif Kualitatif
Bahan Workshop Metodologi Penelitian Kualitatif, STIENU Jepara 19-20 Februari 2013
International Conference on Business, Economics, Management and Behavioral Sciences (lCBEMBS'2012) Jan. 7-8, 2012 Dubai
Film Critics, Star Power and Budget," The Journal ofMarketing, Vol67, No.4, 103-117.
Table 4.2
source Behavior
Film Consumer To get newexperience
To get moral message
Their o\vn taste according tointensive information search
to aloneorder to maximize movie
\Villing to become filmcommunicator bytheir in per'SOlla!
social .... ..., ..........,.........
discussion forum in
newTo
Entertainment
Place Consumer
550
Contoh Deskriptif Kualitatif
Bahan Workshop Metodologi Penelitian Kualitatif, STIENU Jepara 19-20 Februari 2013
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Contoh Deskriptif Kualitatif
Bahan Workshop Metodologi Penelitian Kualitatif, STIENU Jepara 19-20 Februari 2013