ANALISIS SEGMENTASI PENONTON BIOSKOP YOGYAKARTA
Journal Title: INFORMASI - Year 2016, Vol 46, Issue 2
Abstract
After the long period of the cinema industry decline, the number of audience who visit cinema increases significantly. However, the research to examine the phenomena of audience segmentation is very few. Therefore the study aim is to investigate cinema audience segmentation in Yogyakarta on the basis of the aspects that affects the audience film choice. Furthermore the mix-method approach combining qualitative and quantitative method in sequence was employed to attain the research objective. For the first step, three focus group discussions that involve 20 informants. The second step, survey was conducted involving 454 respondents. The result indicates that there are two different audience segments according their behaviors. The first segment visits the cinema as fun activities in their spare time meanwhile the second segment considers the activity as a cultural interest in order to enjoy the narrative and artistic aspects of a film.Abstrak Setelah periode panjang penurunan industri film nasional, jumlah penonton yang mengunjungi bioskop meningkat secara signifikan. Namun, penelitian untuk menguji fenomena segmentasi penonton yang sangat sedikit. Oleh karena itu penelitian ini bertujuan untuk menyelidiki segmentasi penonton bioskop di Yogyakarta atas dasar aspek yang mempengaruhi pilihan film penonton. Selanjutnya pendekatan campuranmetode yang menggabungkan metode kualitatif dan kuantitatif secara berurutan digunakan untuk mencapai tujuan penelitian. Tahap pertama, dilakukan tiga kali diskusi kelompok terfokus yang melibatkan 20 peserta. Tahap kedua, dilakukan survei terhadap 454 responden. Hasil penelitian menunjukan bahwa terdapat dua segmen penonton berdasarkan prilakunya. Segmen pertama menganggap kunjungan ke bioskop sebagai kegiatan menyenangkan untuk mengisi waktu luang sementara segmen kedua menganggap kegiatan menonton bioskop sebagai kegiatan kebudayaan untuk menikmati narasi dan artistik film.
Authors and Affiliations
Dyna Herlina S
Keywords
Related Articles
- EP ID EP224003
- DOI 10.21831/informasi.v46i2.12248
- Views 81
- Downloads 0
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