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All Journal Jurnal Pengabdian Masyarakat AbdiMas JURNAL LENTERA BISNIS Jurnal Informatika Ekonomi Bisnis RESLAJ: Religion Education Social Laa Roiba Journal Journal of Innovative and Creativity
Regina Deka Sofia
Universitas Esa Unggul
Religion Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : JURNAL LENTERA BISNIS

 1 
PENGARUH PERSEPSI NILAI DAN ELECTRONIC WORD OF MOUTH TERHADAP INTENSI MENONTON FILM LOKAL DI BIOSKOP MELALUI MEDIASI SIKAP Regina Deka Sofia
JURNAL LENTERA BISNIS Vol. 14 No. 1 (2025): JURNAL LENTERA BISNIS, JANUARI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i1.1317

Abstract

The objective of this study is to examine the impact of perceived value and electronic word of mouth on the intention to watch local films in cinemas, both directly and through attitude mediation. A survey-based data collection approach was employed, utilizing a questionnaire administered to 437 respondents in the city of Banten, Tangerang. The data were analyzed using Multiple Regression Analysis and the PROCESS Mediation Test. The findings indicate a positive effect of perceived value, both directly and indirectly through attitude mediation, on the intention to watch local films in cinemas. Additionally, the study reveals that the effect of electronic word of mouth on the intention to watch local films in cinemas is fully mediated by attitude. This research offers managerial insights, suggesting that marketers and stakeholders within the Indonesian film industry should develop marketing strategies that enhance consumers' perceptions of value and foster positive attitudes toward the behavior of watching local films in cinemas.
Co-Authors Djunaedi, Mira Kartika Dewi Fina Amelia Sari Galih Gemilang Meria, Lista Rahmawati, Wulan Rojuaniah Rojuaniah Tri Kris Meidy