CD Skripsi

Pengaruh Viral Marketing, Fenomena Fomo Dan e-Wom Terhadap Keputusan Menonton Film ‘Agak Laen’ Di Kota Pekanbaru

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Movies are included as one of the creative economy products, especially in Indonesia. Therefore, it is important for the movie industry to design the right strategy to increase sales of their products in order to contribute to national income and the progress of the country. Along with the development of technology and digitalization, the movie industry has also experienced a shift in designing marketing strategies, namely by carrying out increasingly diverse and innovative digital marketing activities by utilizing the latest phenomena among consumers. The aim of this study is to see the influence with measurable and significant results on how viral marketing strategies, the existence of the FOMO phenomenon and E-WOM activities among consumers can encourage the decision to watch Agak Laen movie in Pekanbaru City.
This study is a type of descriptive quantitative research with multiple linear regression analysis method. The population in this study is the people of Pekanbaru City who have watched the movie Agak Laen through various official platforms. The sampling technique used is purposive sampling with the lemeshow formula and the number of samples obtained is 100 respondents according to the predetermined criteria. Primary data obtained through the distribution of research questionnaires were processed using the IBM SPSS version 26 program.
The results of this study indicate that the viral marketing and E-WOM variables partially has a positive and significant effect on the decision to watch, while the FOMO variable partially do not affect the decision to watch. Furthermore, the viral marketing, FOMO, and E-WOM variables simultaneously have a positive and significant effect on the decision to watch the movie 'Agak Laen' in Pekanbaru City.

Keywords: Viral Marketing; FOMO; E-WOM; Decision to Watch

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112182

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112182

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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