Pengaruh Kualitas Pelayanan, Harga dan Kualitas Film Terhadap Keputusan Menonton Film Di Bioskop Internasional Plaza Palembang

Hidayah, Saparudin (2025) Pengaruh Kualitas Pelayanan, Harga dan Kualitas Film Terhadap Keputusan Menonton Film Di Bioskop Internasional Plaza Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of service quality, price, and film quality on the decision to watch films at International Plaza Palembang. The background is the intense competition among cinemas in Palembang, which offer different prices and services. The research was conducted using a survey method with 125 respondents who had watched at least twice, and the data were analyzed using multiple linear regression. The results show that all three factors together have a significant effect. Partially, price and film quality have a positive and significant effect, while service quality has a positive but not significant effect. This means that affordable prices and good film quality influence viewing decisions more, while service is considered something that should naturally be provided.

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