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Journal > Jurnal Insan Media Psikologi > Analisis Psikografi Penonton Film Indonesia di Surabaya

 

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Jurnal Insan Media Psikologi
Vol 13, No 3 (2011): Jurnal Insan Media Psikologi
Analisis Psikografi Penonton Film Indonesia di Surabaya
Putra, Edwyn Charisma ( Departemen Psikologi Industri dan Organisasi Fakultas Psikologi Universitas Airlangga Jl. Dharmawangsa Dalam Selatan Surabaya 60286, Telp. (031) 5032770, 5014460, Faks (031) 5025910)
Muhamad, Budi Setiawan ( Departemen Psikologi Industri dan Organisasi Fakultas Psikologi Universitas Airlangga Jl. Dharmawangsa Dalam Selatan Surabaya 60286, Telp. (031) 5032770, 5014460, Faks (031) 5025910)
Article Info   ABSTRACT
Published date:
06 Jun 2012
 
The purpose of this research was to find segmentation of Indonesian movie audience in Surabaya and its characteristic based on the psychography aspect. This research aimed to solve the problems that happened in the movie industry, in which the movie industry hasnt known the characteristic of its consumers very well proved with many complaints of Indonesian movies. The segmentation of psychography used in this research was personality based psychography, which identified movie audience based on the characteristic of personality type. The type of research was using descriptive-explorative method. The variables used to form profile of each segment were taken from Myers-Briggs personality type, demographic variable and variable of watchingmovie habit. The tools for data collection used here are demographic questionnaire, habit of watching movie, and Myers-Briggs personality type questionnaire. Population in this research was Indonesian movie audience in Surabaya. The sampling technique used accidental samplingwith 402 respondents. The data analysis had been done in two steps, 1) cluster analysis using KMeans cluster technique to form segment based on personality type; and 2) chi-square test (crosstabs) to determine the demographic variable and watching movie habit that can be used to form the profile of each segment. Based on the result of research data analysis, there are 4 segmens of Indonesian movie audience in Surabaya: 1) devotee in which the segment was 22%; 2) scientist in which the segment was 29,1%; 3) Artist in which the segment was 19%; 4) detective in which the segment was 28%.
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