Pengaruh Electronic Word of Mouth terhadap Keputusan Menonton Film Avatar Fire and Ash dengan Perceived Value sebagai Variabel Mediasi

Peter Remy Yosy Pasla (Universitas Ma Chung)
Mochamad Yusuf Prabu Langitan (Universitas Ma Chung)
Anna Triwijayati (Universitas Ma Chung)
Santi Widyaningrum (Universitas Ma Chung)

Jurnal Ilmiah Manajemen Dan Kewirausahaan
Vol. 5 No. 3 (2026): September: Jurnal Ilmiah Manajemen dan Kewirausahaan

This study aims to analyze the effect of Electronic Word of Mouth (e-WOM) on the decision to watch the movie Avatar: Fire and Ash with perceived value as a mediating variable. This quantitative research employs an explanatory design using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data were collected via an online questionnaire distributed to 110 respondents who had watched the movie Avatar: Fire and Ash in theaters and accessed information about the film through digital media. The sampling technique used was purposive sampling. The results of the main model show that e-WOM has a positive and significant effect on perceived value, and perceived value has a positive and significant effect on watching decisions. However, e-WOM has no significant direct effect on watching decisions. Perceived value demonstrates an indirect-only mediation role in bridging e-WOM and watching decisions. Nonetheless, sensitivity tests reveal that the findings regarding H1, H2, and H4 are sensitive to straight-lining responses and discriminant validity issues, suggesting that the mediation mechanism requires further empirical confirmation.