Pengaruh Audience Involvement dan Customer Satisfaction terhadap Repurchase Intention pada Film Filosofi Kopi 2 : Ben & Jodi
Abstract
Abstract. The popularity of films as an entertainment media with a large market in Indonesia can be considered as a marketing tool. Research related to the influence of films having a positive impact on Repurchase Intention has been carried out partially by two variables, namely Audience Involvement and Customer Satisfaction. This research tries to fill the research gap by examining the influence partially or simultaneously on the Audience Involvement and Customer Satisfaction variables on Repurchase Intention in the film Filosofi Kopi 2: Ben & Jodi. A total of 399 viewers of the film Filosofi Kopi 1 were the research sample determined using the Purposive Sampling technique. The method used in this research is descriptive verification. The analysis technique used is Multiple Linear Regression Analysis with the help of SPSS version 26. The results in this study prove that the Audience Involvement variable partially has a positive and significant influence with an influence contribution of 11%. The Customer Satisfaction variable partially has a positive and significant influence with an influence contribution of 46.4%. The variable Audience Involvement and Customer Satisfaction on Repurchase Intention simultaneously has a positive and significant relationship and influence with a coefficient of determination of contribution value of 50.1%. Therefore, Ho is rejected and Ha is accepted.
Abstrak : Popularitas Film sebagai sarana media hiburan dengan market yang besar di Indonesia dapat menjadi pertimbangan sebagai salah satu alat pemasaran. Penelitian terkait pengaruh film memiliki dampak positif terhadap Repurchase intention telah dilakukan secara parsial oleh dua variabel yakni Audience Involvement dan Customer Satisfaction. Penelitian ini mencoba untuk mengisi kesenjangan penelitian dengan memeriksa pengaruh tersebut secara parsial maupun simultan pada variabel Audience Involvement dan Customer Satisfaction terhadap Repurchase Intention pada film Filosofi Kopi 2: Ben & Jodi. Sebanyak 399 penonton film Filosofi Kopi 1 sebagai sample penelitian yang ditentukan dengan teknik Purposive Sampling. Metode yang digunakan dalam penelitian ini adalah deskriptif verifikatif. Teknik analisis yang digunakan adalah Analisis Regresi Linear Berganda dengan bantuan SPSS versi 26. Hasil dalam penelitian ini membuktikkan bahwa Variabel Audience Involvement secara parsial terdapat pengaruh positif dan signifikan dengan kontribusi pengaruh sebesar 11%. variabel Customer satisfaction secara parsial terdapat pengaruh positif dan signifikan dengan kontribusi pengaruh sebesar 46.4%. Variabel audience involvement dengan customer satisfaction terhadap repurchase intention secara simultan terdapat hubungan dan pengaruh yang bertanda positif dan signifikan dengan koefisien deteminasi nilai kontribusi sebesar 50.1%. Oleh karena itu, Ho ditolak dan Ha diterima.
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