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Keywords

Cinema, Audience, Segmentation

Document Type

Article

Abstract

After the long period of the cinema industry decline, the number of audience who visit
cinema increases significantly. However, the research to examine the phenomena of
audience segmentation is very few. Therefore the study aim is to investigate cinema
audience segmentation in Yogyakarta on the basis of the aspects that affects the
audience film choice. Furthermore the mix-method approach combining qualitative and
quantitative method in sequence was employed to attain the research objective. For the
first step, three focus group discussions that involve 20 informants. The second step,
survey was conducted involving 454 respondents. The result indicates that there are
two different audience segments according their behaviors. The first segment visits the
cinema as fun activities in their spare time meanwhile the second segment considers
the activity as a cultural interest in order to enjoy the narrative and artistic aspects of
a film

First Page

215

Last Page

222

Page Range

215-222

Issue

2

Volume

46

Digital Object Identifier (DOI)

10.21831/informasi.v46i2.12248

Source

12248

References

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Hair, Joseph F., Black, Bill., Babin, Barry., Anderson, Rolph E. and Tatham, Ronald., 2010, Multivariate Data Analysis, 7th ed. Prentice Hall.

Herlina S, Dyna, 2012. “Identifying Key Faktors Affecting Consumer Decision Making Behaviour in Cinema Context: A Mix Method Approach”, Proceeding International Conference on Contemporary Bussines and Management – Chulalangkorn Business School.

Johnson, Burke, R., Onwuegbuzie, Anthony J. and Turner, A Lisa, 2007. “Toward a Definition and Mix-Method Research,” Journal of Mixed­Method Research, Vol 1, No 2, pp. 112-133

Kurnia, Novi., 2008. Posisi dan Resistensi Ekonomi Politik Perfilman Indonesia, Yogyakarta: Penerbit Fisipol UGM.

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Sale, E.M. Joana., Lohfekd, Lynee H,. and Brazil, Kevin., 2002. “Revisiting the Quantitative-Qualitative Devate: Implication for Mix-Method Research.” Quantity and Quality, Vol 36, pp. 43-53

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