The influence of marketing communication, neutral information source, movie characteristic, content, and ease towards Jakarta High School students’ decision to choose a coming of age movie in theatres

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Legowo, Angga Prawira (2018) The influence of marketing communication, neutral information source, movie characteristic, content, and ease towards Jakarta High School students’ decision to choose a coming of age movie in theatres. Undergraduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Gerakan 1000 as a film production organization targeted Impian 1000 Pulau, their coming of age film, to be commercially successful and watchable for young generation of Indonesia. The purpose of this study was to examine the influence of marketing communication, neutral information source, movie characteristic, content and ease towards Special Region of Jakarta high school students’ decision to choose a coming of age movie in theatres. Variables examined in this research include Marketing Communication, Neutral Information Source, Movie Characteristic, Content and Ease as the independent variables and Consumer Decision Making as the dependent variable. This research had been conducted by distributing online questionnaires to 210 respondents that were going to high school in Special Region of Jakarta. Quantitative analyses with SPSS method was used for technical analysis. The results of this study indicated that there was a positive and significant influence of Marketing Communication, and Ease towards Jakarta High School Students’ Decision to Choose a Coming of Age Movie in Theatres. While Neutral Information Source, Movie Characteristic, and Content were found insignificant. Keywords: Film, Impian 1000 Pulau, Gerakan 1000, Consumer Decision Making, Marketing Communication, Ease

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Putri Dwi Novia
Date Deposited: 16 Jan 2020 08:56
Last Modified: 16 Jan 2020 08:59
URI: http://repository.ipmi.ac.id/id/eprint/261

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