[ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh positif dan signifikan dari variabel tie strength with peers dan identification with the peer group yang mempengaruhi peer communication di media sosial Facebook & Twitter yang mempengaruhi product attitude dan product involvement konsumen terhadap film Indonesia sehingga mempengaruhi variabel purchase intention (keinginan konsumen menonton film Indonesia), serta pengaruh positif signifikan dari variabel moderasi need for uniqueness terhadap pengaruh peer communication dan product attitude. Penelitian ini menggunakan desain penelitian eksploratif dan deskriptif yang dilakukan dalam satu kali periode. Responden penelitian berjumlah 206 orang yang aktif di media sosial Facebook dan Twitter serta sudah pernah menonton film Indonesia dalam 6 bulan terakhir. Model penelitian dengan delapan hipotesis diuji menggunakan Structural Equation Modelling (SEM) dengan aplikasi Lisrel 8.50. Hasil penelitian menyatakan bahwa tie strength with peers dan identification with the peer group mempengaruhi peer communication secara positif signifikan sehingga mempengaruhi product attitude dan product involvement secara positif signifikan dan kemudian berpengaruh positif signifikan terhadap purchase intention (keinginan konsumen menonton film Indonesia di bioskop). Namun, dalam hasil pengujian variabel moderasi need for uniqueness terhadap pengaruh variabel peer communication di media sosial Facebook dan Twitter dengan product attitude terhadap film Indonesia menghasilkan pengaruh negatif dan tidak signifikan.

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ABSTRACT

, This study aims to determine the positive and significant impact of tie strength variables with

peers and identification with the peer group influence peer communication in social media

Facebook and Twitter that affect product attitude and product involvement consumers of

Indonesian films thus affecting the purchase intention variable (consumer intention to watch

Indonesian movies), as well as a significant positive effect of moderating variables need for

uniqueness against the influence of peer communication and product attitude. This study uses

an exploratory research design and descriptive done in one period. Respondents numbered

206 people active in social media Facebook and Twitter as well as Indonesian have ever

watched a movie in the last 6 months. Model studies with eight hypotheses were tested using

Structural Equation Modeling (SEM) with Lisrel application 8.50. The study states that tie

strength with peers and identification with the peer group peer communication positively

affect significantly affecting product attitude and product involvement significantly positively

and then significant positive effect on purchase intention (desire of consumers to watch

movies in cinema in Indonesia). However, the results of testing a moderating variable need

for uniqueness of the influence of peer communication variables on Facebook and Twitter

social media with product attitude towards Indonesian film produces a negative and

significant effect.]