Year
2025
Abstract
This study investigates the role of social media electronic word of mouth (e-WOM) in shaping movie ticket purchase intention among Indonesian film audiences. The data was collected using a quantitative online questionnaire survey of 442 Indonesians respondents aged 17 years old and above who have watched Indonesian cinemas in the past six months. The data was analyzed using PLS-SEM software. The findings reveal that information credibility and information usefulness are the most significant predictors of purchase intention. Furthermore, information usefulness plays a strong mediating role between credibility and intention. In contrast, Attitude towards Information and Information Adoption show weak and inconsistent effects, suggesting limited direct influence in this context. This research contributes to the growing literature on social media e-WOM by highlighting its impact on consumer decision-making in the Indonesian film industry.
Keywords:
Electronic Word of Mouth; Social Media Marketing; Movie Ticket Purchase Intention; Indonesian Cinema
Recommended Citation
Dekaputri, Denisha Wahyuni Miss and Yuliati, Elevita, "Competing for Indonesian Film Audiences during the Eid Holiday Season - How Big is the Role of Social Media?" (2026). International Conference on Business and Management Research (ICBMR). 16.
https://scholarhub.ui.ac.id/icbmr/2025/1/16
Competing for Indonesian Film Audiences during the Eid Holiday Season - How Big is the Role of Social Media?
This study investigates the role of social media electronic word of mouth (e-WOM) in shaping movie ticket purchase intention among Indonesian film audiences. The data was collected using a quantitative online questionnaire survey of 442 Indonesians respondents aged 17 years old and above who have watched Indonesian cinemas in the past six months. The data was analyzed using PLS-SEM software. The findings reveal that information credibility and information usefulness are the most significant predictors of purchase intention. Furthermore, information usefulness plays a strong mediating role between credibility and intention. In contrast, Attitude towards Information and Information Adoption show weak and inconsistent effects, suggesting limited direct influence in this context. This research contributes to the growing literature on social media e-WOM by highlighting its impact on consumer decision-making in the Indonesian film industry.