DJAMALY, MUHAMMAD FADHEEL (2025) KETERLIBATAN PELANGGAN DALAM PEMBUATAN KEPUTUSAN MENONTON FILM INDONESIA DI BIOSKOP Customer Engagement in Making the Decision to Watch Indonesian Films in Cinema. S3 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the film industry, a film’s performance is influenced not only by its qualities but also the audience’s perception of the film itself. The interaction of film customers with film communities on online media is assumed to affect their decision to watch films in cinemas (DWFC). This study aims to examine the effect of the main actor, film genre, film rating, and online reviews mediated by customer engagement on DWSC. The research adopted a positivist paradigm, a deductive approach, and a quantitative method. Data were collected through questionnaires distributed to 315 Indonesian film viewers in cinemas across major cities on the Java Island, including the Capital of Jakarta, West Java, Banten, Central Java, the Special Region of Yogyakarta, and East Java. Using Structural Equation Modelling, the data were analysed with Smart PLS software. This study shows that leading actors, film genre, film ratings, and online reviews play a crucial role in shaping customer engagement with movies, which in turn influences their decisions to watch Indonesian films in cimenas. Customer engagement strengthens the impact of these factors, particularly film genre and film ratings, on watching decisions. This highlights that customers’ emotional connections and active participation—such as following actors, seeking film information, and recommending films—significantly shaped decision-making process to watch films in cinemas. These findings contribute the understanding of relationship marketing teory, consumer behavior theory, and customer relationship management theory, underscoring that customer engagement is a key element in the decision-making process of watching Indonesian films in cinemas. Keywords: film-watching decision, customer engagement, leading actor, film genre, film rating, online reviews Dalam industri film, kinerja film bukan hanya dipengaruhi kondisi objektif film, tetapi juga oleh persepsi penonton terhadap film sendiri. Interaksi pelanggan film dengan komunitas film di media online diasumsikan mempengaruhi keputusan menonton film di bioskop. Tujuan penelitian ini adalah menguji pengaruh pemeran utama, genre film, penilaian film dan ulasan online yang dimediasi oleh keterlibatan pelanggan terhadap keputusan menonton film Indonesia di bioskop. Penelitian ini dilakukan menggunakan paradigma positivisme, pendekatan deduktif, dan metode kuantitatif. Data penelitian dikumpulkan melalui penyebaran kuesioner kepada 315 penonton film Indonesia di bioskop kota-kota besar wilayah Pulau Jawa seperti DKI Jakarta, Jawa Barat, Banten, Jawa Tengah dan DI Yogyakarta, serta Jawa Timur. Dengan Model Persamaan Struktural, data survei dianalisis dengan software Smart PLS. Penelitian ini menunjukkan bahwa pemeran utama, genre film, penilaian film, dan ulasan online berperan penting dalam membentuk keterlibatan pelanggan film, yang mempengaruhi keputusan mereka untuk menonton film Indonesia di bioskop. Keterlibatan pelanggan memperkuat pengaruh faktor-faktor ini terhadap keputusan menonton, khususnya genre film dan penilaian film. Hal ini mencerminkan bahwa hubungan emosional dan partisipasi aktif pelanggan dalam proses, mengikuti artis, mencari informasi film, dan merekomendasikan film, berperan besar dalam proses keputusan menonton film di bioskop. Temuan ini memperkaya teori pemasaran hubungan, teori perilaku konsumen, dan teori manajemen hubungan pelanggan, dan menegaskan bahwa keterlibatan pelanggan menjadi elemen penting dalam proses pembuatan keputusan menonton film Indonesia di bioskop. Kata Kunci: Keputusan menonton film, keterlibatan pelanggan, pemeran utama, genre film, penilaian film, ulasan online
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