The Effect of Hearing the Soundtrack 'Always in Your Heart' on the Audience's Decision on Jumbo Film (2025) (Study on Students/I of Uin Raden Fatah Palembang)

Abstract

The film industry is currently increasingly competitive, requiring film marketers to use various marketing communication strategies, including the use of audio elements such as  movie soundtracks to attract the interest of potential audiences. This study aims to measure the level of achievement  of movie soundtrack  listening activities and viewing decisions among students, as well as analyze the influence of listening to  movie soundtracks on the decision to watch UIN Raden Fatah Palembang students partially and how much of an impact it has. This study uses a quantitative approach with an associative method. The population in this study is active students of UIN Raden Fatah Palembang. The sample taken was 100 student respondents using purposive sampling techniques. The primary data collection technique was carried out by distributing a structured questionnaire through Google Form with a Likert scale. The data was analyzed descriptively using the Respondent Achievement Level (TCR) with the Sugiyono criteria, as well as inferential analysis using the analysis prerequisite test and simple linear regression through the SPSS 25.0 program. The results of the descriptive descriptive analysis showed that the variable of Listening to the Film Soundtrack (X) was classified as Very Good with a TCR value of 80.30%. Likewise, the Viewing Decision variable (Y) was in the Very Good category with a TCR achievement of 89.20%. Based on the results of the hypothesis test (t-test), it was found that there was a positive and significant influence between Listening to the Film Soundtrack on the Viewing Decision of UIN Raden Fatah Palembang students. This is evidenced by the t-value of the table > t (12.863 > 1.984) and the significance value of 0.000 < 0.05. The simple linear regression equation formed is Y = 25.972 + 0.464 X. The results of the determination coefficient analysis (R Square) show that the contribution of the influence of Hearing the Film Soundtrack on the Viewing Decision is 62.8%, while the remaining 37.2% is influenced by other variables that were not studied in this study.