@phdthesis{digilib76130,
           month = {January},
           title = {PENGARUH E-WOM MELALUI MINAT MENONTON TERHADAP KEPUTUSAN MEMBELI TIKET FILM JUMBO 
(SURVEI PADA PENGIKUT @MOVIEMNFS DI X)},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 22107030124 Ahmad Dio Putra Fatikha Rizky},
            year = {2026},
            note = {Dr. Rama Kertammukti, S.Sos., M.Sn},
        keywords = {electronic word of mouth (e-WoM), watching intention, purchase decision, Elaboration Likelihood Model (ELM), animated film, digital marketing},
             url = {https://digilib.uin-suka.ac.id/id/eprint/76130/},
        abstract = {The rapid growth of digital media has strengthened the role of electronic word of mouth (e-WoM) in influencing audience behavior in the film industry. Despite the commercial success of Indonesian animated films, empirical studies examining the mechanism of e-WoM in this context remain limited. This study analyzes the influence of e-WoM on ticket purchase decisions for the animated film Jumbo, with watching intention as a mediating variable, using the Elaboration Likelihood Model (ELM). A quantitative correlational approach was employed through an online survey of 399 followers of the X account @moviemnfs, selected using purposive sampling. Data were analyzed using path analysis. The results indicate that e-WoM significantly influences watching intention and ticket purchase decisions. Watching intention also has a significant effect on purchase decisions and mediates the relationship between e-WoM and purchasing behavior. The indirect effect of e-WoM through watching intention is greater than its direct effect, indicating that watching intention serves as the dominant mechanism. These findings highlight the strategic importance of e-WoM in digital film marketing and support the relevance of ELM in explaining audience decision-making processes.
Keywords: electronic word of mouth (e-WoM), watching intention, purchase decision, Elaboration Likelihood Model (ELM), animated film, digital marketing}
}