Perceptions of Indonesian Movies among Gen-Z: A Sentiment Analysis Approach
Keywords:
Indonesian Gen Z, Perceptions, Sentiment Analysis, Indonesian MoviesAbstract
Studying sentiment is important as how researchers find empirical evidence of how the connectivity between it to perceptions and preference. Based on systematic literature review with specific keyword, the role of sentiment analysis as a tool to quantify perception offers novelty to be discussed. In order to conduct a specific study related to perception and sentiment toward Indonesian movies among Indonesian Gen Z, there are questions that need to be investigated. First, what is the formation that built perception toward Indonesian movies. Secondly, how is the sentiment toward each construct among Gen Z and how it results to their perceptions and preferences. The result expected to bring decision making to the movie productions of what kind of movies that are able to generate good sentiment, and later on grow the market. This study employed an exploratory, to facilitate a comprehensive understanding of Indonesian Gen Z’s habit and how it affects their attitudes toward Indonesian movies. It combines netnography research using Hootsuite to find how the current sentiment or perception toward Indonesian movies in general and also interview with five Indonesian Gen Z individuals to understand whether or not they share the same sentiment and preference with the Hootsuite findings. It is confirmed based on Hootsuite sentiment analysis and manual coding that the launch of innovative movies and how it gained achievements such as JSDF and Kuasa Gelap, helps boost positive sentiment toward Indonesian movies in general.
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