UNIVERSITAS AIRLANGGA



Detail Article

INSAN Media Psikologi

ISSN 1411-2671 (Cetak); 2310-7945 (Online)

Vol. 13 / No. 3 / Published : 2011-12

Related with : Scholar   Yahoo!   Bing

Original Article :

Psychography analysis of movie audience in surabaya

Author :

  1. Edwyn Charisma Putra*1
  2. Budi Setiawan Muhammad*2
  3. -*3
  4. -*4
  5. -*5
  1. -
  2. -
  3. -
  4. -
  5. -

Abstract :

The purpose of this research was to find segmentation of Indonesian movie audience in Surabayaand its characteristic based on the psychography aspect. This research aimed to solve theproblems that happened in the movie industry, in which the movie industry hasn't known thecharacteristic of its consumers very well proved with many complaints of Indonesian movies. Thesegmentation of psychography used in this research was personality based psychography, whichidentified movie audience based on the characteristic of personality type. The type of researchwas using descriptive-explorative method. The variables used to form profile of each segmentwere taken from Myers-Briggs personality type, demographic variable and variable of watchingmovie habit. The tools for data collection used here are demographic questionnaire, habit ofwatching movie, and Myers-Briggs personality type questionnaire. Population in this researchwas 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 KMeanscluster 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 toform the profile of each segment. Based on the result of research data analysis, there are 4segmens 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 inwhich the segment was 28%.

Keyword :

segmentation, psychography, moviegoers, Myers-Briggs personality type, -,


References :

Cuadrado, M., & Frasquet, M.,(1999) Segmentation of Cinema Audience : An Exploratory Study Applied to Young Consumers - : Journal of Cultural Economics

Gountas, J. Y., & Gountas, S. C.,(2001) A New Psychographic Segmentation Method Using Jungian MBTI Variables in The Tourism Industry - : Consumer Psychology of Tourism

Hall, A.,(2005) Audience Personality and the Selection of Media and Media Genres - : Media Psychology

Handshew, J. (,(2008) The Moviegoer Mindset : People who go to the movies regularly have a distinct Mindset Profile, according to Mindset Media study. - : Mindset Media [on-line]

Sani, Asrul,(1990) Perkembangan film Indonesia dan Kualitas Penonton - : Prisma





Archive Article

Cover Media Content

Volume : 13 / No. : 3 / Pub. : 2011-12
  1. Evaluation Of Psychometric Properties Of Adaptation Social Desirability Scale From Marlowe-crowne Social Desireability
  2. The Fine Motor Skills In Preschool Children Based On Bender Gestalt Test
  3. Potency And Entrepreneurship (ppe) Training To Develop The Entrepreneurship Skill Of Senior High School Students
  4. Regime And Mainstream: An Introduction Of History Of Psychology In Russia
  5. Fullfilment Aspects Of Marital Satisfaction For Wife Claiming Divorce
  6. Motivation To Read English Literature At The Students Of Psychology Faculty Of Airlangga University
  7. Psychography Analysis Of Movie Audience In Surabaya

Information index.php/JIPK/INSAN