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"ABSTRAKPenelitian ini bertujuan untuk mengetahui bagaimana elemen-elemen movie marketing mix dalam suatu film Avengers: Infinity War people, feature, script, price, promotion, dan distribution) dan frekuensi kehadiran dalam kegiatan seni atau budaya (attendance) dapat mempengaruhi keinginan penonton untuk menonton film tersebut dan melakukan electronic word of mouth. Selain itu penelitian ini juga ingin mengetahui apakah karakter kepribadian extraversion mempengaruhi seseorang dalam melakukan electronic word of mouth. Pengolahan data dilakukan menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukan bahwa variabel people dan script memiliki pengaruh positif terhadap purchase intention. Frekuensi attendance tidak berpengaruh terhadap purchase intention. Selanjutnya purchase intention dan karakter kepribadian extraversion berpengaruh secara positif terhadap electronic word of mouth.

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ABSTRACTThis study aims to find out how the elements of movie marketing mix in Avengers: Infinity War movie (people, feature, script, price, promotion, and distribution) can affect the audiences intention to watch movies (purchase intention), as well as the impact of their intention to watch movies (purchase intention) on electronic word of mouth (EWOM). In addition, this study also wants to find out whether the frequency of attendance in art or cultural activities (attendance) can affect the audiences intention to watch movies (purchase intention) and dimension between elements of movie marketing mix and purchase intention. The character of extraversion personality traits was also tested for its effect on electronic word of mouth (EWOM). This research was conducted on one specific movie object, which is Avengers: Infinity War. Data processing is done by using Structural Equation Modeling (SEM). The results showed that people and script have a positive effect to purchase intention. Attendance does not have effect to purchase intention. Furthermore, purchase intention and extraversion personality traits have positive effect to electronic word of mouth."

"Tujuan dari penelitian ini adalah mengetahui apakah terdapat pengaruh dari e-WOM dalam media sosial Path™ terhadap intensi membeli pada konsumen restoran “baru”. Penelitian ini didasari oleh fenomena maraknya penggunaan internet untuk mencari informasi mengenai restoran “baru”. Informasi yang didapatkan dari orang lain mengenai sebuah restoran melalui internet disebut sebagai electronic word-of-mouth. Hennig-Thurau dkk (2004) mendefinisikan e-WOM sebagai pernyataan positif atau negatif yang dibuat oleh konsumen yang potensial, aktual, dan terdahulu mengenai produk atau perusahaan via internet. Penelitan ini merupakan field experiment yang dilakukan kepada 64 partisipan yang tergolong sebagai konsumen emerging well-off-youth; 30 partisipan pada kelompok kontrol; 34 partisipan pada kelompok eksperimental.Manipulasi berupa e-WOM mengenai restoran diberikan selama lima hari melalui media sosial Path™. Setelah itu, intensi membeli partisipan diukur melalui alat ukur Intensi Membeli (Ko, 2012). Hasil penelitian menunjukan terdapat pengaruh e-WOM dalam media sosial Path™ terhadap intensi membeli pada konsumen restoran “baru” (F = 7.182; p < 0.01). Dengan demikian, pemilik bisnis restoran “baru” dapat menggunakan e-WOM untuk melakukan promosi dan juga konsumen restoran dapat menjadikan e-WOM sebagai sarana untuk mencari informasi mengenai restoran “baru”.

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The objective of this study was to determine the effect of e-WOM on Path™ social media towards “new” restaurant consumer’s purchase intention. This study is based on the phenomena of the use of internet to seek information about a “new” restaurant. The information from the other people about restaurant which obtained through the internet was called electronic word-of-mouth (e-WOM). Hennig-Thurau et al (2004) defines e-WOM as “any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet”. This study was a field experiment and conducted to 64 participants which all of them were classified as into well-off-youth consumers; 30participants was in control group; 34 participants was in experimental group.Manipulation in this study was e-WOM about a “new” restaurant that given for five days straight on Path™. Afterward, purchase intention was measured by purchase intention scale (Ko, 2012). The result of this study shows that there was an effect of e-WOM on Path™ social media towards “new” restaurant consumer’s purchase intention (F = 7.182; p < 0.01). Thus, “new” restaurant owners could use e-WOM for promoting their restaurant and also consumers could use e-WOM as a tool for searching informations about a “new” restaurant.;"

"Penelitian ini bertujuan untuk menganalisis pengaruh aktivitas pemasaran media sosial terhadap kepuasan konsumen, intensi berperilaku dan komunikasi mulut ke mulut (WOM) pada konsumen Starbucks Coffee di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif. Kuesioner penelitian disebarkan secara online kepada 100 responden yang merupakan konsumen Starbucks Coffee berusia 18-34 tahun, pernah mengunjungi kedai dan mengonsumsi produk Starbucks Coffee di Jakarta minimal sekali dalam enam bulan terakhir dan menjadi pengikut dari Instagram/Twitter Starbucks Indonesia. Teknik analisis yang digunakan adalah regresi linier sederhana dan uji hipotesis (z) dengan menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa terdapat pengaruh kuat antara aktivitas pemasaran media sosial terhadap intensi berperilaku dan komunikasi mulut ke mulut (WOM) serta kepuasan konsumen terhadap intensi berperilaku dan komunikasi mulut ke mulut (WOM). Namun terdapat pengaruh sangat kuat antara aktivitas pemasaran media sosial terhadap kepuasan konsumen dan intensi berperilaku terhadap komunikasi mulut ke mulut (WOM).

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This study aims to analyze the effect of social media marketing activities towards consumer satisfaction, behavior intention and word-of-mouth (WOM) on Starbucks Coffee’s consumers in Jakarta. This study uses a quantitative approach. The research questionnaires were distributed online to 100 respondents who were Starbucks Coffee’s consumers aged 18-34 years, had visited the shop and consumed Starbucks Coffee products in Jakarta at least once in the past six months and became a follower of Starbucks Indonesia Instagram/Twitter. The analysis technique used is simple linear analysis and hypothesis testing (z) using SPSS 26. The results show that there are strong influences between social media marketing activities towards behavior intention and word-of mouth (WOM) and consumer satisfaction towards behavior intention and wordof-mouth (WOM). However, there are very strong influences between social media marketing activities towards consumer satisfaction and behavior intention towards wordof-mouth (WOM)."

"Media sosial menjadi platform utama dalam pemasaran film era digital, memungkinkan interaksi langsung antara pembuat film dan audiens. Penelitian ini menganalisis peran User-Generated Content (UGC) dan Electronic Word of Mouth (eWOM) dalam meningkatkan engagement audiens melalui studi kasus film Jatuh Cinta Seperti di Film-Film. Dengan pendekatan studi literatur dan analisis konten media sosial, penelitian ini menemukan bahwa UGC menciptakan buzz autentik melalui konten seperti meme, ulasan, dan video reaksi, yang mendorong eWOM secara signifikan. Kepercayaan terhadap sutradara, rumah produksi, dan elemen kreatif menjadi dasar munculnya brand evangelism, di mana audiens secara sukarela mempromosikan film. Strategi ini menunjukkan bagaimana media sosial dapat membangun keterlibatan mendalam, menjadikan film ini contoh sukses pemasaran digital.

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Social media has become a key platform for film marketing in the digital era, enabling direct interaction between filmmakers and audiences. This study analyzes the role of User-Generated Content (UGC) and Electronic Word of Mouth (eWOM) in enhancing audience engagement through the case of the film Jatuh Cinta Seperti di Film-Film. Using a literature review and social media content analysis, the study finds that UGC generates authentic buzz through content like memes, reviews, and reaction videos, significantly driving eWOM. Trust in the director, production house, and creative elements serves as the foundation for brand evangelism, where audiences voluntarily promote the film. This strategy highlights how social media fosters deep engagement, making this film a successful example of digital marketing."

"[ABSTRAKKemajuan teknologi internet dan media sosial memberikan Electronic Word of Mouth (e-WOM) kemampuan untuk mencapai lebih banyak orang dan memiliki pengaruh yang lebih besar dalam memengaruhi sikap dan perilaku konsumen. Penelitian ini bertujuan untuk mengungkapkan pengaruh e-WOM yang tercipta di media sosial terhadap reputasi PT GO-JEK Indonesia. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan sifat eksplanatif. Hasil penelitian ini menemukan bahwa e-WOM berpengaruh secara signifikan terhadap reputasi perusahaan. Selain itu, penelitian ini juga menemukan bahwa intensitas dan e-WOM positif berpengaruh signifikan dalam membangun reputasi perusahaan. Sedangkan e-WOM negatif berpengaruh signifikan dalam merusak reputasi perusahaan.ABSTRACTThe growth of internet technology and social media giving Electronic Word of Mouth (e-WOM) the ability to reach more people and greater influence in consumer?s attitudes and behaviour. The purpose of this research is to reveal the influence of e-WOM created in social media on the reputation of PT GO-JEK Indonesia. The research method is quantitative research with explanative approach. The results of this study found that e-WOM significantly effect the corporate reputation. In addition, the study also found that the intensity and positive e-WOM effect is significant in building the corporate reputation. While negative e-WOM effect is significant in damaging the corporate reputation., The growth of internet technology and social media giving Electronic Word of Mouth (e-WOM) the ability to reach more people and greater influence in consumer’s attitudes and behaviour. The purpose of this research is to reveal the influence of e-WOM created in social media on the reputation of PT GO-JEK Indonesia. The research method is quantitative research with explanative approach. The results of this study found that e-WOM significantly effect the corporate reputation. In addition, the study also found that the intensity and positive e-WOM effect is significant in building the corporate reputation. While negative e-WOM effect is significant in damaging the corporate reputation.]"

"ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh emosi yang berupa rasa arousal tergugah dan pleasure senang terhadap satisfaction kepuasan , kemungkinan munculnya word of mouth WOM dan positive word of mouth dengan moderasi usia, jenis kelamin, dan pendapatan dalam konsumsi film di negara berkembang. Studi kasus yang diambil adalah film Indonesia. Oleh karena itu, sampel pada penelitian ini merupakan penonton film Indonesia pada 6 enam bulan terakhir yang berdomisili di Jabodetabek. Data yang diperoleh dari sampel diolah dengan menggunakan metode Structural Equation Modelling SEM . Hasil olahan data tersebut menunjukkan bahwa arousal berpengaruh positif terhadap pleasure, arousal dan pleasure pun berpengaruh positif terhadap satisfaction. Kemudian, arousal dan satisfaction juga berpengaruh positif terhadap likelihood of WOM, dan positive WOM, namun lain halnya dengan pleasure yang tidak berpengaruh terhadap likelihood of WOM dan positive WOM. Pengaruh moderasi dari usia, jenis kelamin, dan pendapatan pun yang membuat perubahan signfikan hanya jenis kelamin saja.

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ABSTRACTThis research aims to discover the impact of emotions which are the feelings of arousal and pleasure towards satisfaction, the chances of occurrence for word of mouth and positive word of mouth with a moderation on age, gender, and income upon the Indonesian movies consumptions in an emerging market. The research sample are viewers of Indonesian movies within the last six months who live in Jabodetabek. The data gained from the sample were processed using the Structural Equation Modelling method. The results showed that arousal has a positive impact towards pleasure, and both arousal and pleasure has a positive impact towards satisfaction. Moreover, arousal and satisfaction also has a positive impact towards the likelihood of WOM, and positive WOM, however pleasure does not have an impact towards the likelihood of WOM and positive WOM. On the impact of moderation on age, gender and income, only gender type made a significant change."

"It is important for consumer to have brand awareness before choosing a new product, it divides into three dimensions; brand recognition, brand knowledge and brand opinion. The excessive used of social media Path™ among emerging well-off youth made electronic word-of-mouth an effective marketing strategy to increasing a popularity of a certain brand. This study aimed to understand the effect of e-WOM towards dimension of brand awareness on 'new' restaurant consumer. This was a field experimental research (e-WOM vs without e-WOM) done with an emerging well-off youth consumer as participants. Participants in Experiment Group (KE) (n=30) was given manipulation for five days while the Control Group (KK) (n=34) was not given any and after that their brand awareness was measured using a questionnaire. The results shows that eWOM has a significant towards the dimension of brand recognition (39.451; p < 0.05; ɸ = 0.785), brand knowledge (20.747; p < 0.05; ɸ = 0.569), and brand opinion (16.981; p < 0.05; ɸ = 0.515). We can conclude that eWOM can make consumer aware of a certain brand, shape their knowledge, and also their opinion. Therefore, 'new' restaurant owner can use e-WOM as a media to introduce their ‘new' restaurant to potential consumers.

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Penting bagi konsumen untuk memiliki kesadaran merek sebelum memilih produk baru. Kesadaran merek ‘baru’ dibagi dalam 3 dimensi yaitu: brand recognition, , brand knowledge, dan brand opinion. Maraknya penggunaan media sosial Path™ oleh konsumen emerging well-off youth membuat electronic word-of-mouth sebagai salah satu strategi pemasaran yang efektif untuk meningkatkan popularitas merek. Oleh karena itu, penelitian ini bertujuan untuk mengetahui pengaruh e-WOM terhadap dimensi kesadaran merek pada konsumen restoran ‘baru’. Penelitian ini menggunakan metode field experiment (eWOM vs tanpa eWOM) dengan karakteristik partisipan konsumen emerging well-off youth. Partisipan kelompok eksperimen (KE) (n = 30) diberikan manipulasi berupa pemberian eWOM selama 5 hari, sementara partisipan kelompok kontrol (KK) (n = 34) tidak diberikan manipulasi apapun. Kemudian seluruh partisipan KE dan KK diukur kesadaran merek menggunakan kuesioner. Hasil penelitian menunjukkan bahwa e-WOM berpengaruh secara signifikan pada dimensi brand recognition (39.451; p < 0.05; ɸ = 0.785), brand knowledge (20.747; p < 0.05; ɸ = 0.569), dan brand opinion (16.981; p < 0.05; ɸ = 0.515). Oleh karena itu dapat disimpulkan bahwa e-WOM dapat membuat konsumen mengenali suatu merek, membentuk pengetahuan, dan membentuk pendapat tentang merek suatu restoran baru. Dengan demikian e-WOM dapat digunakan sebagai cara untuk memperkenalkan merek restoran baru kepada calon konsumen."

"Layanan video-on-demand di Indonesia merupakan pendatang baru di industri penyiaran Indonesia. Akan tetapi, situs free-to-access dan situs ilegal penyaji konten masih menjadi pilihan hiburan utama dari target konsumen di Indonesia. Kedatangan Netflix di Indonesia juga diikuti dengan persaingan yang semakin ketat di antara merekmerek layanan video on-demand lain. Maka dari itu, target konsumen tidak hanya perlu mengetahui merek Netflix Indonesia, tetapi juga bagaimana cara menggunakan, mengakses, dan memilih tontonan yang tersedia di Netflix. Dalam mencapai objektif pemasarannya, Netflix Indonesia menggunakan media sosial sebagai medium utama dari strategi pemasaran digital mereka. Netflix Indonesia menggunakan cara yang unik dalam mengoptimalkan utilitas media sosial yaitu membuat dan membagikan internet meme sebagai konten pemasaran. Tujuan dari makalah ini adalah untuk melihat bagaimana penggunaan internet meme dalam konten media sosial Netflix Indonesia dapat menumbuhkan interaksi dengan konsumen dan menyebarkan electronic Word-of-Mouth (e-WOM). Metode penelitian yang digunakan adalah kualitatif dengan teknik pengumpulan data yaitu desk research. Penemuan yang didapatkan adalah penggunaan internet meme dalam konten pemasaran media sosial cukup efektif dalam timbulnya interaksi dan penyebaran e-WOM.

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Video-on-demand service is a newcomer of the broadcasting industry in Indonesia. However, free-to-access sites and illegal content provider sites are still the main entertainment choices of Netflixs target consumers in Indonesia. Netflixs arrival in Indonesia was also followed by increasing competition among other on-demand video service brands. Therefore, the target consumers not only need to know the Netflix brand in Indonesia, but also how to use, access, and choose which shows are available on Netflix.

In achieving its marketing objectives, Netflix Indonesia uses social media as the primary medium of their digital marketing strategy. Netflix Indonesia uses a unique way to optimize social media utilities by creating and sharing internet memes as their content marketing.

The purpose of this paper is to see how the use of internet memes in Netflix Indonesias social media content can foster interaction with consumers and disseminate electronic Word-of-Mouth (e-WOM).

This research used a qualitative method with desk research as data collecting. The findings obtained are that the use of internet memes in social media marketing content is quite effective in the emergence of interaction and dissemination of e-WOM."

"Skripsi ini membahas tentang situs jejaring sosial twitter yang mempunyai efek viral pada pemasaran dewasa ini, atau biasa juga disebut eWom (electronic word of mouth) Skripsi ini diadopsi dari penelitian sebelumnya oleh peneliti asal Malaysia di tahun 2010. Penelitian bersifat kuantitatif ini memiliki variabelvariabel yang mendukung kecepatan penyebaran pesan pemasaran atau rapid diffusion to audience reach, yaitu: playfulness, critical mass, community driven, peer pressure, perceived ease of use, dan perceived usefulness. Hasilnya adalah semua variabel terbukti mendukung kecepatan penyebaran pesan kecuali community driven. Untuk penelitian selanjutnya lebih baik spesifik kepada satu kasus pemasaran yang menggunakan twitter sebagai alat pemasarannya agar lebif focus pada variabel yang ada dan bisa mendapat hasil yang lebih spesifik juga.

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This research is pointing out to the main factors of why twitter facilitates viral marketing or what's usually also known as electronic word of mouth marketing. It aims to the main reason of a modern day marketing that uses social networking websites to market their products and services. This research is adopted from a 2010 research done by Malaysian scholars. It's a quantitative research with some certain variables that induced viral marketing or rapid diffusion to audience reach, such as: playfulness, critical mass, community driven, peer pressure, perceived ease of use, and perceived usefulness. All the independent variables are proved to be the factor of rapid diffusion to audience reach, except for community driven. For the next research it's best to focus to one specific case where the marketer use only twitter for their marketing tool as it will be more representing what's the most significant of all variables and will have more specific result."

"Media sosial telah dianggap sebagai alat pemasaran yang kuat karena memungkinkan komunikasi multi-arah antara merek dan konsumennya. Terkait meningkatnya minat konsumsi film di Indonesia, media sosial juga memungkinkan tersebarnya electronic word of mouth yang telah terbukti mampu mempengaruhi proses keputusan pembelian produk pengalaman termasuk di dalamnya film. Makalah ini bertujuan untuk mengetahui bagaimana penggunaan social media marketing dan electronic word of mouth digunakan untuk meningkatkan brand loyalty oleh Cinema 21. Hasil analisis menunjukkan bahwa dalam memperkuat faktor anteseden brand loyalty yakni self-congruence, norma sosial, kualitas informasi, dan interaktivitas, Cinema 21 terutama berfokus pada peningkatan interaksi dengan memicu konsumen untuk berbagi pendapat atau ulasan mereka dan secara aktif memberikan respon pada platform yang dimiliki.

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Social media has been considered a powerful marketing tool because it allows multidirectional communication between brands and consumers. In relation with the growing interest of film consumption in Indonesia, social media also allows the spread of electronic word of mouth that has been proven to be able to influence the decision making process of experiential products such as films. This paper aims to find out how social media marketing and electronic word of mouth is utilized by Cinema 21 to increase their brand loyalty.

The result of the analysis shows that in strengthening the anteceding factors of brand loyalty namely self-congruence, social norms, information quality, and interactivity, Cinema 21 focuses on increasing interaction by triggering consumers to share their opinions or reviews and actively respond to them through their owned social media platforms."