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Djumarno, Djumarno
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Entrepreneurial Perspective on Customer Decisions to Watch Indonesian Movies Djamaly, Muhammad Fadheel; Djumarno, Djumarno; Astini, Rina; Asih, Daru
Aptisi Transactions On Technopreneurship (ATT) Vol 7 No 3 (2025): November
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v7i3.681

Abstract

Customer Engagement reflects the extent of interaction between audiences and film products, serving as a key element within the movie industry. Various determinants such as lead actors, movie genres, movie ratings, and online reviews affect viewers intentions to watch films in theaters. This research investigates how customer engagement mediates the influence of these determinants on the intention to watch Indonesian films in cinemas. A quantitative research design was adopted, involving a survey of 315 respondents. The data were processed using the Structural Equation Modeling (SEM) technique with the SmartPLS program to assess the relationships among variables. The results indicate that lead actors, film genres, movie ratings, and online reviews significantly enhanced customer engagement. Customer engagement positively and significantly affected individuals decisions to watch Indonesian movies. It was also found to significantly mediate the effect of these variables on the decisions to wacth movies. This research contributes to relationship marketing theory by emphasizing the importance of customer engagement in developing strong and loyal consumer relationships. Additionally, it enriches consumer behavior literature by explaining the effect of customer engagement on the decisions to watch movies, offering practical implications for film marketers in formulating effective promotional and audience engagement strategies.
Co-Authors Ahmad Badawi Saluy Anik Herminingsih Aryanti, Wiwin Budiono, Nur Aktif Christina Catur Widayati Daru Asih Deden Kurniawan Djamaly, Muhammad Fadheel Dudi Permana Harisnanda, Adriatik Hudaya, Agung Ikhsani, Khilyatin Jajang Supriatna Jaya Saputra, Arfin Joko Widodo Jubaedah Kasmir Kasmir, Kasmir Lo, Singmin Johanes Mirza, Muhammad Nugroho Saputra, Agung Nur Fitriyani, Wakhidah Pradhana Fadjari Putra, Arya Retno Purwani Setyaningrum Rina Astini Rochbini, Didik J Said Djamaluddin, Said Siti Djubaedah soehari, tjiptogoro Sukardi Sukardi Sundari*, Zelvy Emmelya Tjiptogoro Dinarjo Soehari Wilestari, Median Windiari, Ilham Zairil, Zairil