PERBEDAAN PREFENSI KONSUMEN TERHADAP ATRIBUT FILM

Klavert, Deavy Rosaline Henny (2014) PERBEDAAN PREFENSI KONSUMEN TERHADAP ATRIBUT FILM. Jurnal Magister Manajemen.

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Abstract

This research aims to identify any differences in consumer preference towards the film attributes in terms of gender, age and employment. Variable used is the genre, cast, director, symbolism, country of origin, production house and the sequel, as well as supporting the two variables which is a source of information and technology. The development of the film in Indonesia could be said to be quite significant, so do the research to find out the differences in consumer preference in watching the movie. The research was carried out using the method of the survey distributed to 230 people respondents who watch the film. Calculation analysis of data was done using the chi-square analysis and independent sample t-Test with SPSS Statistics Tools Version 18. The results showed that there were differences in consumer preference in terms of gender towards the attributes of the genre, sequel and director during watching the movie. There are differences in the age of consumer preference towards the genre attribute, sequel and director. There are differences in consumer preference in watching movies in terms of the work to the attributes of the genre, cast and director. It also found that there is a difference of preference in terms of gender, age and employment against a variable source of information. The results showed that there were no differences in consumer preference in terms of gender against the variable technologies, but there are differences in terms of age preference and work against technological variables.

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