contoh deskriptif kualitatif

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


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




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



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



Inte

rna

tion

alC

on

fere

nce

onB

usin

ess,

Eco

nom

ics,

Ma

na

ge

me

nta

ndB

ehav

iora

lSci

ence

s(I

CB

EM

BS

'201

2)

Fac

tors

Aff

ectin

ga

_...

.--.

Tec

hno

logy

II

IA

nim

a-V

isua

l3D

Eff

ect

boar

ds

Adv

erti

sem

ent



Documents

contoh deskriptif kualitatif