Pengaruh Electronic Word of Mouth (e-WOM) di Media Sosial terhadap Keputusan Menonton pada Film Spider-Man

Valda Ayu Ramadhany, Azizun Kurnia Illahi

Abstract


This research examines the influence of Electronic Word of Mouth on the decision to watch the movie Spider-Man: No Way Home. The study aims to determine whether Electronic Word of Mouth (e-WOM) has an impact on the decision to watch Spider-Man: No Way Home, as assessed through three dimensions of Electronic Word of Mouth: Intensity (X1), Valence of Opinion (X2), and Content (X3), along with the purchasing decision as the dependent variable (Y). An explanatory quantitative method was employed in this study, with data collected through an online questionnaire, online comments, or reviews about the film Spider-Man: No Way Home on social media. The sampling technique used in this research was purposive sampling, and multiple linear regression analysis was applied for data analysis. The results indicate that the Theory of Planned Behavior can explain the decision to watch the movie made by the respondents. Furthermore, the dimensions of Intensity (X1), Valence of Opinion (X2), and Content (X3) collectively contribute to 46.5% of the variance in the purchasing decision variable (Y). Intensity (X1) and Content (X3) are dimensions of the independent variables that significantly influence, while the Valence of Opinion dimension (X2) does not significantly affect the decision to watch.


Keywords


electronic word of mouth; the decision to watch; spider-man; no way home

Full Text:

PDF

References


Al Caesar, M. R., & Sukresna, I. M. (2017). Studi Perilaku Mahasiswa Dalam Pola Pengambilan Keputusan Penggunaan Jasa Bimbingan Belajar (Studi Pada Jasa Bimbingan Belajar Mahasiswa Buka Buku Dengan Pendekatan Studi Kasus). Diponegoro Journal Of Management, Vol. 06, No. 04, 1-13.

Bbcnewsindonesia. (N.D.). 'Spider-Man: No Way Home' Jadi Film Terlaris Selama Pandemi, Mengalahkan Star Wars. (2021, Desember 27). Retrieved Oktober 20, 2022, From Bbc News Indonesia: Https://Www.Bbc.Com/Indonesia/Majalah-59799292

Boxofficemojo. (N.D.). 2021 Worldwide Box Office. (2021). Retrieved Juli 26, 2022, From Box Office Mojo By Imdbpro: Https://Www.Boxofficemojo.Com/Year/World/2021/

Chiu, Y.-L., Wang, J.-N., Chen, K.-H., & Hsu, Y.-T. (2019). The Impact Of Online Movie Word-Of-Mouth On Consumer Choice A Comparison Of American And Chinese Consumers. International Marketing Review Vol. 36 No. 6, 996-1025.

Cnnindonesia. (N.D.). Spider-Man No Way Home, Film Pandemi Pertama Yang Tembus Us$1 Miliar. (2021, Desember 27). Retrieved Oktober 20, 2022, From Cnnindonesia: Https://Www.Cnnindonesia.Com/Hiburan/20211227112959-220-739046/Spider-Man-No-Way-Home-Film-Pandemi-Pertama-Yang-Tembus-Us-1-Miliar

Farahdiba, D. (2020). Konsep Dan Strategi Komunikasi Pemasaran: Perubahan Perilaku Konsumen Menuju Era Disrupsi . Jurnal Ilmiah Komunikasi Makna, Vol. 8, No. 1, 22-38.

Frederick, B., & Maharani, A. K. (2021). Eksistensi Media Sosial Pada Masa Pandemi Covid-19. Jurnal Penelitian Pendidikan Sosial Humaniora, Vol. 6, No. 2, 75-83.

Hasanah, K. (2017). Pengaruh Celebrity's Endorsment Dan Word Of Mouth Terhadap Keputusan Menonton Film Nasional (Studi Kasus Pada Penonton Bioskop Nsc Sun City Mall Madiun). Fokus Ekonomi: Jurnal Ilmiah Ekonomi Vol. 12 No 1, 99 - 116.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Ed.). New Jersey: Pearson.

Luthfiyatillah, Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. Jurnal Penelitian Ipteks Vol. 5 No. 1, 101-115.

Maftucha, A., & Dirgantara, I. M. (2021). Social Effect Dari Wabah Covid-19 Pada Electronic Word Of Mouth (Ewom) Yang Dapat Meningkatkan Purchase Intention Pada Toko Online (Studi Pada Toko Online Oleh-Oleh Umroh Dan Haji Azzahro). Diponegoro Journal Of Management, Vol. 10, No. 3, 1-15.

Oktaviani, B. R., & Estaswara, H. (2022). Pengaruh Electronic Word Of Mouth (Ewom) Di Media Sosial Twitter @Avoskinbeuaty Terhadap Keputusan Pembelian Avoskin. Journal Publish, Vol.1, No. 1, 10-24.

Prayoga, I., & Mulyandi, M. R. (2020). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee. Jurnal Syntax Transformation, Vol. 1, No. 5, 136-40.

Prayustika, P. A. (2016). Kajian Literatur: Manakah Yang Lebih Efektif? Traditional Word Of Mouth Atau Electronic Word Of Mouth. Jurnal Matrix, Vol. 6, No. 3, 168-173.

Priambodo, G., & Subyanto, M. (2017). Peran Komunikasi Word Of Mouth Tradisional Dan Electronic Word Of Mouth Terhadap Merek. Jurnal Komunikologi, Volume. 14, Nomor. 1, 8-17.

Purwaningdyah, S. W. (2019). Pengaruh Electronic Word Of Mouth Dan Food Quality Terhadap Keputusan Pembelian. Jurnal Manajemen Maranatha, Vol. 19, No. 1, 73-80.

Rakhmawati, D. D., Ekowati, T., & P, M. G. (2019). Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian (Studi Pada Konsumen Oppo Smartphone Di Purworejo). Volatilitas, Vol. 1, No. 2, 1-19.

Riptiono, S. (2017). Hasrat Konsumen Yang Mengikat (Binding Customer Desires). Jurnal Fokus Bisnis, Vol.16, No.02, 82-92.

Saleem, A., & Ellahi, A. (2017). Influence Of Electronic Word Of Mouth On Purchase Intention Of Fashion Products On Social Networking Websites. Pakistan Journal Of Commerce And Social Sciences Vol. 11 (2), 597-622.

Sari, N., Saputra, M., & Husein, J. (2017). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Online Bukalapak.Com. Jurnal Manajemen Magister, Vol. 03, No. 01, 96-106.

Sindunata, I., & Wahyudi, B. A. (2018). Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Di Agoda.Com. Jurnal Hospitality Dan Manajemen Jasa Vol. 6, No. 1, 128-138.

Sindunata, I., & Wahyudi, B. A. (2018). Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Di Agoda.Com. Jurnal Hospitality Dan Manajemen Jasa Vol. 6, No. 1, 128-138.

Soinbala, R., & Bessie, J. L. (2020). Pengaruh Electronic Word Of Mouth (E-Wom) Melalui Media Sosial Instagram Terhadap Keputusan Pembelian (Studi Pada Oncu's Fruit Dessert). Glory : Jurnal Ekonomi & Ilmu Sosial, Vol. 1, No. 1, 65-83.

Suarsa, S. H., Sugesti, H., & Sayuliawati, C. N. (2020). Pengaruh Electronic Word Of Mouth (Ewom) Pada Online Travel Agent (Ota) Traveloka Terhadap Keputusan Menginap Di Topas Galeria Hotel, Bandung. Eqien Jurnal Ekonomi Dan Bisnis, Vol. 7, No. 1, 50-56.




DOI: http://dx.doi.org/10.21776/ub.tuturlogi.2022.003.02.5

Refbacks

  • There are currently no refbacks.


Bookmark and Share