Pengaruh Terpaan Trailer Film Barbie Terhadap Keputusan Menonton Film Barbie di Bioskop pada Remaja Kota Denpasar

Abstract

One of the movie trailers that has become a trending topic on Twitter in 2023 is the trailer of the Barbie movie which has been successfully watched by 75.2 million people on Youtube and won a nomination as Best Teaser at the 2023 Golden Trailer Award. In addition, the Barbie movie has also managed to become the highest grossing film in the world in 2023 with revenues of around $1.3 million. Therefore, this study aims to find out how the influence of the exposure of Barbie movie trailers on the decision to watch Barbie movies in theaters among teenagers in Denpasar City. The explanatory quantitative research method is used in this study to discuss the causal influence relations that occur between the two variables in which data is collected through distributing questionnaires online to 160 respondents. The theory used in this research is the stimulus organism response theory. Based on the results of the analysis that has been carried out, it is found that the stimulus in the form of exposure from Barbie movie trailers has succeeded in influencing respondents in purchasing tickets to watch at least once but not repeatedly and has influenced of 61,3% to watch Barbie movies in theaters in Denpasar City teenagers.