%A NIM.: 22107030124 Ahmad Dio Putra Fatikha Rizky
%O Dr. Rama Kertammukti, S.Sos., M.Sn
%T PENGARUH E-WOM MELALUI MINAT MENONTON TERHADAP KEPUTUSAN MEMBELI TIKET FILM JUMBO 
(SURVEI PADA PENGIKUT @MOVIEMNFS DI X)
%X 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
%K electronic word of mouth (e-WoM), watching intention, purchase decision, Elaboration Likelihood Model (ELM), animated film, digital marketing
%D 2026
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib76130