Pengaruh Film Marketing Mix Terhadap Kepuasan Audience Untuk Menonton Sekuel Film "X-Men : Days of Future Past"

Tan, Soraya Triasri Alatan


In the world of marketing is the term marketing mix. Marketing mix is the key to success in achieving success. Marketing mix consists of product, price, place, and promotion. Product is everything that is offered to consumers. Viewing today, many films on offer, so it may be said that the film is a product. The film is currently circulating among people in the form of serialized story better known sequel. This sequel is in great demand by looking at the income earned enough to be "king" at the box office.
This study aims to analyze the influence of the film marketing mix (script / genre film, actor/actress, age classification, and release strategy) to the satisfaction of the audience “X-Men” and the intentions of the audience. This study will be conducted by distributing questionnaires to 120 audience “X-Men”. The analysis technique used is the technique of quantitative analysis with multiple linear regression analysis method.
The research results prove that there is a significant influence of the film marketing mix of audience satisfaction on the film “X-Men: Days Of Future Past”, but there were no significant effects of audience satisfaction of interest to watch the next film “X-Men”.


Film marketing mix, audience satisfaction, the intentions of the audience, script/ genre film, actor/actress, age classification, and release strategy

Full Text:



Austin, B. 1980. Rating the movies. Journal of Popular Film and Television 7 (4), 384–399

Austin, B. A. 1989. Immediate Seating: a Look at Movie Audiences. Wadsworth, Belmont, CA

Brehm, J.W. 1966. A Theory of Psychological Reactance. NewYork : Academic Press

Butler, J.G. (Ed.), 1990. Star Texts: Image and Performance in Film and Television. Detroit : Wayne State University Press

Cook, P. 1979/1980. Star signs. Screen 20 (3/4), 80–88

De Cordova, R. 1985. The emergence of the star system in America. Wide Angle 6 (4), 4–13

Dyer, R. 2007. Stars. London : British Film Institute

Engel, J.F., Roger, D.B., and Paul W.M. 1992. Customer Behavior [6th ed.]. Chicago : The Dryden Press

Fornell, C. 1992, A National Customer Barometer, The Swedish Experience. Journal of Marketing Vol. 56 (Januari 1992) 66-12 [10] Frankel, J. & Wallen, N. 1993. How to Design and evaluate research in education. (2nd ed). New York: McGraw-Hill Inc.

Gay, L.R., Diehl, P.L. 1992. Research Methods for Business and Management, Mac Millan Publishing Company, New York

Ghozali, I. 2005. Aplikasi Analisis Multivariate Dengan Program SPP. Semarang : Undip Press

Gomery, D. 1991. Movie History: a Survey. Wadsworth, Belmont, CA

Griffin, J. 2002. Customer Loyalty Horw To Earn It, How To Keep It. Kentucky : McGraw Hill

Herman, G., Leyens, J-P. 1977. Rating Films on TV. Journal of Communication 27 (4), 48–53

Jacobs, L. 1968. The Rise of the American Film. New York : Teachers College

Kerrigan, F. 2005. Evaluating the impact of an integrated supply chain on the process of marketing European feature films. Unpublished PhD thesis. University of Hertfordshire Business School

Kerrigan, F. 2010. Film Marketing. United Kingdom : Elsevier

Kerrigan, F., Culkin, N. 1999, A reflection on the American domination of the film industry: an historical and industrial perspective. University of Hertfordshire Business School Working Paper’s Series: 15

Kindem, G. 1982. Hollywood’s movie star system: a historical overview. In: Kindem, F. (Ed.), The American Movie Industry: the Business of Motion Pictures. Southern Illinois University Press, Carbondale and Edwardsville, pp. 79–93

Kotler, P. 1997. Manajemen Pemasaran. Jakarta: Prenhallindo

Kotler, P. 2000. Manajemen Pemasaran [1st ed.]. Diadaptasi oleh: A. B Susanto. diterjemahkan Oleh : Ancella Anitawati. Jakarta : Penerbit Salemba Empat

Kotler, P, Armstrong, G. 2001, Prinsip-prinsip Pemasaran Jilid 1 [8th ed.], Jakarta: Erlangga [24] Litman, B.R. 1983. Predicting success of theatrical movies: an empirical study. Journal of Popular Culture 16 (4), 159–175

Lorenzen, M. Ta¨ube, F. A. 2008. Breakout from Bollywood? The roles of social networks and regulation in the evolution of Indian film industry. Journal of International Management 14, 286–299

Malhotra, N. 2004. Marketing research. Upper Saddle River: Pearson Prentice Hall. Intl.

Malhotra, N. 2005. Riset penelitian: Pendekatan terapan [4th ed.]. Jakarta : PT. Indeks Kelompok Gramedia

Malhotra, N.K. 2012. Basic Marketing Research: Integration of Social Media. Jakarta: PT Index Kelompok Gramedia

Mullally, F. 1946. Films, An Alternative to Rank: an Analysis of Power and Policy in the British Film Industry., London : Socialist Book Centre

Nasution, M. N. 2004. Manajemen Jasa Terpadu. Bogor: Ghalia Indonesia

Simamora, B. 2004. Riset pemasaran: Falsafah, teori, dan aplikasi. Jakarta: Gramedia Pustaka Utama

Sugiyono. 2005. Memahami penelitian kualitatif. Bandung : Alfabeta

Sugiyono. 2006. Metode Penelitian Bisnis. Cetakan Kesembilan. Bandung : CV Alfabeta

Sugiyono. 2012. Metode Penelitian Bisnis. Bandung: Alfabeta

Tjiptono, F. 2002. Strategi Pemasaran. Yogyakarta: Andi

Umar, H. 2003. Metode Riset Perilaku Organisasi. Gramedia Pustaka Utama : Jakarta

Vincendeau, G. 2005. Stars and stardom in French cinema. London : Continuum International Publishing Group

Wijono, D. 1999. Manajemen Mutu Pelayanan Kesehatan Vol. 1. Surabaya: Airlangga University Press


  • There are currently no refbacks.