Pengaruh Media Online Reviews terhadap Keputusan Menonton Film
Abstract
Abstrak
Film menjadi kebutuhan rekreasi yang paling diminati. Dalam proses menentukan film apa yang akan ditonton, seseorang akan mencari informasi melalui media, terutama media daring. Media daring dapat memberikan manfaat beragam, salah satunya adalah sebagai media untuk memberikan penilaian dan penjelasan atau ulasan tentang film yang disebut dengan movie review. Media daring yang diteliti dalam penelitian ini adalah situs web dan media sosial Twitter yang sering memberikan ulasan film. Penelitian ini bertujuan untuk mengidentifikasi pengaruh online review terhadap keputusan menonton film dan mengidentifikasi perbedaan media online review yang digunakan sebagai sumber pengambilan keputusan menonton film. Metode penelitian dilakukan secara kuantitatif melalui penyebaran kuesioner secara online terhadap 115 responden yang mengikuti akun Twitter movie review. Hasil penelitian adalah online review berpengaruh positif dan signifikan terhadap keputusan menonton. Selain itu, online review melalui situs web lebih dipercaya sebagai sumber informasi serta memiliki pengaruh yang kuat terhadap keputusan menonton individu.
Kata kunci: Keputusan menonton, Online review, Situs web, Twitter
Abstract
Movies are the most popular recreational needs. In determining what movie to watch, someone will look for information through the media, especially online media. Online media can provide various benefits, one of which is as a medium for providing assessments and explanations or reviews about movies called movie reviews. The online media examined in this study are websites and Twitter social media that often provide movie reviews. This study aims to identify the effect of online reviews on movie viewing decisions and identify differences in online review media used as a source of movie viewing decisions. The research method was conducted quantitatively by distributing online questionnaires to 115 respondents who followed the Twitter movie review account. The result of the study is that online reviews have a positive and significant effect on viewing decisions. In addition, online reviews through websites are more trusted as a source of information and strongly influence individual viewing decisions.
Keywords: Viewing decision, Online review, Website, Twitter
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DOI: 10.33751/jpsik.v7i1.7573
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