PENGARUH E-WOM MELALUI MINAT MENONTON TERHADAP KEPUTUSAN MEMBELI TIKET FILM JUMBO (SURVEI PADA PENGIKUT @MOVIEMNFS DI X)

Ahmad Dio Putra Fatikha Rizky, NIM.: 22107030124 (2026) PENGARUH E-WOM MELALUI MINAT MENONTON TERHADAP KEPUTUSAN MEMBELI TIKET FILM JUMBO (SURVEI PADA PENGIKUT @MOVIEMNFS DI X). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

Preview	Text (PENGARUH E-WOM MELALUI MINAT MENONTON TERHADAP KEPUTUSAN MEMBELI TIKET FILM JUMBO (SURVEI PADA PENGIKUT @MOVIEMNFS DI X)) 22107030124_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf - Published Version Download (4MB) | Preview
	Text (PENGARUH E-WOM MELALUI MINAT MENONTON TERHADAP KEPUTUSAN MEMBELI TIKET FILM JUMBO (SURVEI PADA PENGIKUT @MOVIEMNFS DI X)) 22107030124_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (5MB) | Request a copy

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

Share this knowledge with your friends :

Actions (login required)

View Item