xii
ABSTRAK
AWALUDDIN, Tahun 2019. Analsis Faktor-Faktor yang Menjadi Keputusan Konsumen dalam Memilih Menonton Film Bioskop di Cinema XXI (Studi Kasus pada Mahasiswa/i Program Studi Manajemen Angkatan 2015 Universitas Muhammadiyah Makassar), Skripsi Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar. Dibimbing oleh Pembimbing I Mahmud Nuhung dan Pembimbing II M. Hidayat.
Penelitian ini bertujuan untuk mengetahui pengaruh film, kualitas layanan, harga, dan tempat secara simultan dan parsial terhadap keputusan menonton film bioskop di Cinema XXI dan mengetahui faktor yang paling dominan mempengaruhi keputusan menonton film bioskop di Cinema XXI. Jenis penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Populasi dalam penelitian ini adalah Mahasiswa Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar yang pernah menonton film bioskop di Cinema XXI. Pengumpulan data berupa penyebaran kuesioner.
Teknik analisis data pada penelitian ini yaitu uji validitas, uji reliabilitas, uji asumsi klasik, regresi linear berganda, koefisien determinasi dan uji hipotesis.
Hasil Penelitian Menunjukkan variable film, kualitas layanan, harga, dan tempat secara simultan berpengaruh signifikan terhadap keputusan menonton film bioskop di Cinema XXI. Secara parsial variabel kualitas layanan dan tempat berpengaruh signifikan, sedangkan variabel film dan harga tidak berpengaruh signifikan terhadap keputusan menonton film bioskop di Cinema XXI. Faktor yang paling dominan berpengaruh terhadap keputusan konsumen dalam menonton film bioskop di Cinema XXI adalah tempat.
Kata Kunci : Film, Kualitas Layanan, Harga, Tempat, Dan Keputusan Menonton.
xiii ABSTRACT
AWALUDDIN, 2019. Analysis of The Factors that Become Consumers’ Decisions in Choosing to Watch Cinema Films in Cinema XXI (Case Study On Male/Female Students Of Management at Muhammadiyah University of Makassar). Thesis of The Management Study Program at The Faculty of Economics and Business at The University of Muhammadiyah Makassar.
Mentored by I Mahmud nuhung and II M. Hidayat.
This study aims to determine the effect of film quality of service, prices, and palces simultaneously and partially on the decision to watch a movie in cinema XXI and find out the most dominant factor influencing in the decision to watch a movie in Cinema XXI. This type of research used in this study is a quantitative method. Population in this study were students of Management Study Program at The Faculty of Economics and Business, Makassar Muhammadiyah University who had watched cinema films in Cinema XXI. Data collection in the form of questionnaires. The data analysis technique in this study is the validity test, realibility test, classical assumption, multiple linear regression, coefficient of the determination and hypothesis testing.
The results of the study showed that the film, quality of service, prices, and places simultaneously had a significant effect on the decicions to watch a movie in Cinema XXI. Partially the quality of services and places variables have a significant effect on the decision to watch a movie in Cinema XXI. The most dominant factor influencing consumer decisions in choosing to watch cinema films in Cinema XXI is the places.
Keyword : Movie, Service Quality, Prices, Places, And Watch Decision.
![Operation Quality Management [ Service Blueprint Cineplex 21 Group ]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACH5BAEAAAAALAAAAAABAAEAAAICRAEAOw==)