Analisis Pengaruh Faktor-faktor Patronage Buying Motives pada Keputusan Konsumen untuk Menonton Film di BlitzMegaplex
Main Authors: | , Muhammad Arief Priowahono, , Prof. Dr. Basu Swastha Dharmmesta, M.B.A. |
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Format: | Thesis NonPeerReviewed |
Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2013
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Subjects: | |
Online Access: |
https://repository.ugm.ac.id/118301/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=58247 |
Daftar Isi:
- The entertainment industry in this globalization era has been progressing very rapidly. The need of entertainment as a means of relaxation increases, with watching movies as one among the choices. Based on the available data, since 2004 the number of moviegoers in Asia has increased significantly, including in Indonesia. BlitzMegaplex as one of the cinema networks in Indonesia continues to innovate in providing the best range of services for their consumer, as well to compete with the market leader in Indonesia, the 21 Cineplex group. The kind range of services offered isthe patronage buying motives factors in order to attract consumers to choose Blitzmegaplex as the cinema to watch a movie. The results showed that the respondents's assessment of the partonage buying motives factors are good for the dimension of shopping convenience, convenience location, promotion, and in-store stimuli. While the dimensions of additional services and prices, respondents provide with fair value. Based on the simultaneous coefficient of determination and regression analysis, all of the dimensions of the patronage buying motives factors have a positive influence on the decision of consumers to watch a movie in Blitzmegaplex. The most dominant dimension is a convenient location. Means that the respondent's main reason for watching movies on Blitzmegaplex is the easy access of the location. So it can be recommended for the strategy of expansion in the future that the location selection factors can be used as a primary consideration in expanding the network of cinemas of Blitzmegaplex in Indonesia.