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All Journal Jurnal Manajemen dan Organisasi Eduvest - Journal of Universal Studies
Rahajeng Hadiprawoto, Triana
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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Pengaruh Social Media dalam Membentuk Loyalitas Terhadap Film di Bioskop dengan Mediasi Movie Coolness serta Pengalaman Menonton Film Yusuf, Farrel; Rahajeng Hadiprawoto, Triana
Jurnal Manajemen dan Organisasi Vol. 14 No. 4 (2023): Jurnal Manajemen dan Organisasi
Publisher : IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jmo.v14i4.47709

Abstract

In 2022 the Indonesian film industry experienced a revival after two years of being affected by the COVID-19 pandemic. Restrictions imposed during pandemic and the changes of consumer behavior have increased the reliance on social media as information provision channel. The phenomenon also transpires in the practice of movie marketing. The purpose of this study is to examine the utilisation of social media as a movie marketing tool by investigating the mediating effects of movie coolness and cinematic experience on movie loyalty. Moreover, this study focuses on the recent Indonesian highest box office movie, KKN in Dancer Village movie. In doing so, this study integrate a framework of social media information dimensions (i.e., interestingness, value added, information amount, virtual appearance) and social media contents (i.e., advertising and promotion), and analyse their impacts on movie coolness, movie experience, and movie loyalty. This study collected 236 respondents and analyzed the data using SEM (Structural Equation Modeling) using SmartPLS 4.0. The finding suggest that the amount of information and social media content are significant drives of movie experience which lead to a loyaltu to a movie. The results of this study can provide insights to better plan marketing activities of Indonesia movies. In addition, this research contributes to the progress of literature in social media marketing and movie marketing.
Analysis of the Driving Factors for Digital Newspaper Paid Subscription Umara, Giannisa; Rahajeng Hadiprawoto, Triana
Eduvest - Journal of Universal Studies Vol. 5 No. 7 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i7.50824

Abstract

The digital era has revolutionized access to information through digital news platforms, but attracting paid subscribers for digital newspaper remains a challenge for the media industry. The purpose of this study is to investigate the factors that influence customer satisfaction toward digital news platform and, subsequently, on digital newspaper paid subscription. The research employed a quantitative approach and partial least squared structural equation modelling to investigate the impact news site quality on consumer satisfaction and digital newspaper paid subscription. The data were collected through online questionnaires from 212 individuals who actively pays for subscription to a digital newspaper in digital news platform in Indonesia. The results of this study indicate that price point, flexible service, convenience, news quality, and commitment have a positive influence on customer satisfaction, and customer satisfaction positively affects customer loyalty towards digital newspaper paid subscription. These findings emphasize the importance of price, flexible service, convenience, news quality, commitment, customer satisfaction and their role in cultivating paid subscriptions towards digital newspaper. This study contributes to the existing literature on digital newspaper subscription by exploring the factors influencing consumer satisfaction in this context. The findings provide implications for digital newspaper companies to formulate strategies and policies in delivering their services, in order to increase paid subscribers and maintain their competitive position.
Co-Authors Umara, Giannisa Yusuf, Farrel