Kajian Perkembangan Penelitian Pemasaran Film

Abstract

The purpose of this study is to present the most likely conceptual scheme in film marketing research. Based on the study of several leading international journals, many factors are interrelated in film consumption so that the use of quantitative research alone is not sufficient in explaining the phenomenon of film consumption. Factors such as personal involvement with narrative and film characters are worthy of research. Some theories used by journal article writers reviewed in this paper are consumer behavior theory, marketing theory, cognitive theory, communication theory, group dynamics theory, and existentialist phenomenologies. As much. Analysis method on the five articles (quantitative) using regression statistic tool. The data used in the five articles (quantitative) is secondary data. Only on qualitative (phenomenological) approaches that use primary data, directly from the consumer experience.

Strukturasi proses produksi film horor Pengabdi Setan: Perspektif ekonomi politik

“…Pertumbuhan film ditandai dengan geliat industri film tanah air yang tidak sepi memproduksi berbagai genre film dan didukung oleh jumlah penonton film yang semakin banyak. Jumlah produksi film Indonesia meningkat walau ditengah lesunya perfilman tanah air (Wijiharjono, 2017). Tahun Merujuk pada Handayani, film merupakan salah satu sumber informasi yang berfungsi sebagai sarana penghibur, sekaligus sebagai media komunikasi massa yang membawa pesan dan gambar pada khalayak, mempunyai potensi ekonomi (Permana et al, 2018).…”

Strategi Promosi Film Love for Sale 2

“…Aktifitas pemasaran menjadi salah satu unsur pendukung kesuksesan suatu film. Melalui perancangan pemasaran dan distribusi, serta ketersediaan biaya pemasaran, daya tarik film dapat disampaikan secara luas terhadap penonton (Wijiharjono, 2017). Dalam mempromosikan suatu dibutuhkan strategi yang kreatif dan tepat sasaran.…”

Building Motivation and Entrepreneurial Spirit for MSMEs in the Tenggilis Mejoyo Village, Surabaya

“…In developing the capacity of MSME actors, the government can cooperate with universities or corporations. In addition, the government can provide assistance (Wijiharjono, 2021).…”