GDL

Skripsi, 006 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-01-20 13:31:55
Oleh : Arsal Maulana - 165264006 (arsal.maulana.mpem416@polban.ac.id)
Dibuat : 2021-01-20, dengan 4 file

Keyword : Movie Marketing Mix; Ethnocentrism; Theory of Reasoned Action; Purchase Intention; Domestic Movie

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Deskripsi Alternatif :

These past three years, the domestic movie industry in Indonesia are growing but it is still not optimal compared with the foreign movie in Indonesia. Aim of this study is to analyze the influence of movie marketing mix, ethnocentrism, subjective norm and attitude towards purchase intention of Indonesia consumer to watch domestic movie. A questionnaire was distributed to 410 respondents who have watch domestic movie in cinema in the last one year in Bandung. This study reveals that movie marketing mix able to influence purchase intention towards a domestic movie. Furthermore the result explain that the additional construct of ethnocentrism, attitude and subjective norm has a significant influence towards purchase intention. Ethnocentrism is the most influential variable in affecting purchase intention, while promotion is the less influential variable in affecting purchase intention. This results shows that the optimal use of variable movie marketing mix together with ethnocentrism, attitude and subjective norm in marketing strategy can enhance the growth of domestic movie industry. Hereafter, ethnocentrism that has the most influence towards purchase intention discussed to make the most effective marketing strategy. Keywords: Movie Marketing Mix; Ethnocentrism; Theory of Reasoned Action; Purchase Intention; Domestic Movie.

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