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Film Gundala merupakan sebuah fenomena menarik dalam dunia perfilman Indonesia yang sempat menjadi salah satu topik paling hangat dibicarakan di social media pada pertengahan tahun 2019. Hanya dalam waktu 7 hari penonton film Gundala telah mencapai lebih dari 1 juta penonton dari seluruh Indonesia. Tidak heran apabila film ini meraih sejumlah prestasi yang membanggakan bagi perfilman Indonesia di kancah nasional maupun internasional. Kesuksesan ini menarik perhatian dari peneliti untuk mencari tahu apa yang membuat penonton puas terhadap film Gundala dikaitkan dengan teori terbaru Movie Marketing Mix dan Word of Mouth (WOM). Movie Marketing Mix dalam penelitian ini terdiri dari variabel People, Script, Features Promotions, dan Satisfaction. Ternyata dalam penelitian ini ditemukan bahwa variabel Script dan Word of Mouth memiliki pengaruh signifikan terhadap kepuasan dari penonton film Gundala.

 

Kata Kunci:

Film, Movie Marketing Mix, Word of Mouth, Satisfaction

 

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Gundala Movie was an interesting phenomenon for Indonesian movie industry which had been one of the hottest topic discussed on social media in mid 2019. In just 7 days, Gundala reached more than 1 million viewers across the country. No wonder if the film had a numbers of proud achievements for Indonesian movie industry in national level to international level. This success leads to the writer’s attention to do find out about what is the reason the behind Gundala movie audience’s satisfaction associated with the latest theory of Movie Marketing Mix and Word of Mouth (WOM). Movie Marketing Mix in this study consisted of the variable People, Script, Features Promotions, and Satisfaction. It turns out that in this study it was found that the Script and Word of Mouth variables had a significant influence on the satisfaction of Gundala film viewers.

 

Keywords:

Films, Movie Marketing Mix, Word of Mouth, Satisfaction

 

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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."

"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."

"Penelitian ini bertujuan untuk menganalisis dan mengevaluasi representasi American Dream dalam film Amerika yang berjudul The Greatest Showman (2017) (TGS). Terinspirasi dari kisah hidup tokoh self-made man di abad ke-19 yang bernama P.T. Barnum, film TGS menceritakan perjalanan karakter Barnum menjadi pebisnis sirkus dengan menggunakan struktur naratif rags to riches pada abad ke-19. Penelitian ini menggunakan metode deskriptif-analitis dengan pendekatan kualitatif, yang berfokus pada karakter Barnum dan karakter pemain sirkus Barnum yang merepresentasikan kaum minoritas beraneka ragam ras, warna kulit, dan keunikan fisik. Penelitan ini berargumen bahwa film TGS merekonstruksi American Dream di abad ke-19. TGS memahami bahwa American Dream bukan lagi mengenai kesuksesan finansial semata, melainkan keseimbangan antara pemenuhan pribadi dan kepentingan keluarga, tanpa harus mengagungkan pencapaian duniawi seperti reputasi dan kekayaan. Penelitian ini juga berargumen bahwa film TGS menggambarkan sirkus Barnum sebagai versi utopis American Dream dengan menciptakan komunitas yang memberi kesempatan yang setara bagi semua kelas dan ras untuk tampil dan mendapatkan apresiasi atas kemampuannya. Akan tetapi, penelitian ini juga menemukan bahwa representasi American Dream dalam film TGS masih tetap melanggengkan hak istimewa laki-laki berkulit putih.

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This study aims to analyze and evaluate the representation of the American Dream in the American film entitled The Greatest Showman (2017) (TGS). Inspired by the life story of a self-made man in the 19th century, P.T. Barnum, TGS tells the journey of Barnum's character to become a circus businessman in 19th-century through rags to riches narrative structure. This study uses a descriptive-analytical method with a qualitative approach, which focuses on the character of Barnum and the character of the Barnum circus performers who represent minorities of various races, skin colors, and physical uniqueness. This research argues that TGS reconstructs the concept of the American Dream of the 19th century. TGS understands that the American Dream is no longer about financial achievement, but a balance between personal fulfilment and family integrity, without glorifying secular accomplishments such as reputation and wealth. This study also argues that TGS portrays Barnum's circus as a utopian version of the American Dream by creating a community that provides equal opportunities for all classes and races to perform and gain an appreciation for their abilities. However, this study finds the representation of the American Dream in the TGS film still perpetuates the privilege of white men."

"Kemajuan teknologi yang bergerak cepat memengaruhi gaya hidup konsumen secara global, dalam hal mengakses dan menyebarkan informasi digital (E-WOM), membeli barang dan jasa secara online, dan mengonsumsi makanan cepat saji yang berdampak negatif terhadap lingkungan dari limbah. Penelitian tesis ini dilakukan untuk melihat pengaruh hubungan antara keterlibatan E-WOM dan sikap terhadap lingkungan terhadap niat untuk membeli produk hijau pada konsumen dewasa muda. Penelitian korelasional dengan metode non-probability sampling dengan sampel 479 partisipan, dewasa muda berusia 18-34 tahun dengan membagikan kuesioner online dengan topik Green Consumers.Hasil penelitian menunjukkan bahwa keterlibatan E-WOM dan sikap terhadap lingkungan secara simultan memiliki pengaruh signifikan terhadap niat untuk membeli produk ramah lingkungan. Hubungan positif antara keterlibatan E-WOM dan hubungan negatif dari sikap terhadap lingkungan terhadap niat untuk membeli produk hijau dapat menjadi pernyataan bahwa semakin tinggi keterlibatan individu dalam E-WOM, dan semakin rendah atau negatif sikap terhadap lingkungan akan meningkat niat untuk membeli produk hijau untuk perorangan. Keterlibatan E-WOM memiliki pengaruh yang lebih besar pada niat untuk membeli produk hijau daripada sikap terhadap lingkungan pada konsumen dewasa muda.

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Fast-moving technological advancements affect global lifestyles of consumers, in terms of accessing and disseminating digital information (E-WOM), buying goods and services online, and consuming fast food that negatively impacts the environment from waste. This thesis research was conducted to see the effect of the relationship between E-WOM involvement and attitudes towards the environment on the intention to buy green products in young adult consumers. Correlational research with non-probability sampling method with a sample of 479 participants, young adults aged 18-34 years by distributing online questionnaires with the topic Green Consumers.

The results showed that the involvement of E-WOM and attitudes towards the environment simultaneously had a significant influence on the intention to buy environmentally friendly products. The positive relationship between E-WOM involvement and the negative relationship of attitudes towards the environment towards the intention to buy green products can be a statement that the higher the involvement of individuals in E-WOM, and the lower or negative attitude towards the environment will increase the intention to buy green products for individuals. The involvement of E-WOM has a greater influence on the intention to buy green products than the attitude towards the environment in young adult consumers."

"ABSTRAKDunia ritel mengalami perkembangan pesat dalam beberapa tahun terakhir. Maraknya penggunaan internet berimbas kepada toko ritel offline untuk menawarkan pengalaman berbelanja yang unik dan menyenangkan kepada pengunjungnya. Penelitian ini bertujuan untuk mengetahui pengaruh in-store shopping experience terhadap revisit intention dan positive word of mouth pada JD.ID X-Mart di Jakarta. Selanjutnya, penelitian ini menggunakan pendekatan kuantitatif, khususnya survei dalam bentuk kuesioner dan studi kepustakaan sebagai teknik pengumpulan datanya. Hasil penelitian menunjukkan bahwa in-store shopping experience memiliki pengaruh signifikan, baik terhadap revisit intention, positive word of mouth, maupun revisit intention dan positive word of mouth dalam waktu yang bersamaan.

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ABSTRACTIn-store shopping experience has been used as a focus for retail stores to gain their profitability-whereas the interest towards retail stores has been declining throughout years. This shows an urgency for retail stores to provide a unique in-store shopping experience to their customers. The focus of this study is to analyze the effect of in-store shopping experience towards revisit intention and positive word of mouth at JD.ID X-Mart in Jakarta. This study is using quantitative approach, specifically questionnaire and literature study. The result of this research shows that there is a significant and positive effect between in-store shopping experience towards revisit intention, positive word of mouth, also both revisit intention and positive word of mouth in the same time."

"ABSTRAKMeningkatnya pengguna internet di Indonesia dalam hal pencarian informasitraveling secara online memicu pertumbuhan situs travel online yang juga disebutConsumer Generated Media (CGM). Tantangan situs CGM adalah membangundan mempertahakan trust dari customer karena trust memiliki peran penting dalamhal menggunakan CGM. Dengan studi kasus Traveloka, responden penelitian iniadalah bagi yang pernah membaca ulasan hotel di situs Traveloka dalam kurunwaktu 1 (satu) tahun terakhir. Data 291 responden diolah dan dianalisis melaluimetode Structural Equation Modeling (SEM). Hasil penelitian menunjukkanbahwa dari faktor-faktor yang mempengaruhi perceived website trust memilikipengaruh positif yaitu perceived source credibility, information quality, perceivedwebsite quality, customer satisfaction with previous experience, dan customerexperience and proficiency, kecuali information quality. Namun, informationquality berpengaruh positif terhadap perceived source credibility, perceivedwebsite quality, dan customer satisfaction with previous experience. Hasilpenelitian juga menunjukkan bahwa perceived website trust berpengaruh positifterhadap recommendation adoption dan word of mouth.

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ABSTRACTThe increasing of Internet users in Indonesia in terms of search travelinginformation by online, increase the number of travel sites also known as ConsumerGenerated Media (CGM). A challenging task for websites CGM are building andmaintaining trust because trust has an important role in terms of using CGM. Withcase study Traveloka, respondents in this study are who have read the hotelreviews in Traveloka site within the last one (1) year. Data from 291 users ofTraveloka were processed and analyzed through Structural Equation Modeling(SEM). Findings show that all the factors affecting perceived website trust have apositive effect are perceived source credibility, information quality, perceivedwebsite quality, customer satisfaction with previous experience, and customerexperience and proficiency, with the exception information quality. However,information quality have a positive effect towards perceived source credibility,perceived website quality, and customer satisfaction with previous experience.Findings also show that perceived website trust has a positive effect towardsrecommendation adoption and word of mouth."

"Selama beberapa tahun terakhir, perkembangan hubungan konsumen-merek (consumer-brand relationship) telah menjadi fokus teori branding dalam banyak literatur pemasaran dalam menghadapi lingkungan usaha yang semakin kompetitif. Brand love disebut sebagai salah satu alat ukur yang baik dalam menganalisis hubungan antara konsumen dan merek (Caroll & Ahuvia, 2016).  Penelitian ini didorong oleh fakta bahwa ikatan cinta antara konsumen dengan merek akan berpengaruh terhadap loyalitas dan kepuasan mereka sehingga meningkatkan keterlibatan konsumen dalam melakukan word of mouth yang baik pada konsumen lain (Batra et al., 2012). Penelitian ini mencoba untuk menganalisis faktor-faktor yang dapat mempengaruhi brand love serta melihat bagaimana pengaruh brand love terhadap word of mouth melalui brand loyalty dan brand satisfaction.  Peneliti melakukan penelitian kuantitatif dengan survei hasil olahan 200 responden pengguna produk kosmetik halal (make up dan perawatan tubuh) di Indonesia yang dipertimbangkan untuk analisis data. Metode analisis yang akan digunakan dalam penelitian ini adalah Structural Equation Model (SEM) untuk melihat hubungan antarvariabel dengan menggunakan aplikasi Smart PLS 4. Hasil penelitian menunjukkan ikatan cinta yang dimiliki oleh konsumen dipengaruhi oleh brand image dan self-congruence. Hasil penelitian ini juga menunjukkan bahwa brand love memiliki pengaruh positif terhadap brand loyalty dan brand satisfaction. Selanjutnya, kedua variabel ini juga memiliki pengaruh yang positif dan signifikan terhadap variabel word of mouth. Oleh karena itu, dapat disimpulkan bahwa brand love merupakan variabel penting dalam menentukan word of mouth konsumen melalui brand loyalty dan brand satisfaction pada produk kosmetik halal.

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Over the last few years, the consumer-brand relationship has become the focus of branding theory in several marketing literatures to overcome the increasingly competitive business environment. Brand love is an excellent measuring tool for analyzing the relationship between consumers and brands (Carroll & Ahuvia, 2016). This research is driven by the fact that the bond of love consumers own would affect their loyalty and satisfaction and could increase consumer involvement in spreading good word of mouth to other consumers (Batra et al., 2012). This study tries to analyze the factors that can influence brand love and see how brand love influences WOM through brand loyalty and brand satisfaction. The writer conducted a quantitative research with surveys of processed results of 200 respondents using halal cosmetic products (make-up and body care) in Indonesia who were selected for data analysis. The analytical method used in this study is the Structural Equation Model (SEM) to see the relationship between variables using the Smart PLS 4 application. The results show that brand image and self-congruence influence the consumers' bond of love. The results of this study also show that brand love has a positive influence on brand loyalty and brand satisfaction. Furthermore, these two variables also positively and significantly influence word of mouth. Therefore, the interpretation is that brand love is essential in determining consumer word of mouth through brand loyalty and brand satisfaction with halal cosmetic products."

"Gamifikasi pada industri e-commerce sudah menjadi tren sejak tahun 2019. Merujuk pada riset Snapcart, gamification di dalam aplikasi menjadi dasar oleh konsumen untuk mengakses ke platform e-commerce terlebih selama bulan ramadhan dan pandemi Covid-19. Skripsi ini memiliki tujuan untuk menganalisis bagaimana pengaruh dari pengalaman gamification marketing activities terhadap loyalitas merek, positive word of mouth dan resistensi terhadap informasi negatif melalui nilai utilitarian, nilai hedonik, kepuasan dan brand love pada pengguna Tokopedia Games. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei berdasarkan purposive sampling. Jumlah responden dalam penelitian ini adalah 218 responden yang didapatkan melalui online questionnaire. Dengan analisis menggunakan Structural Equation Modeling (SEM), penelitian ini menunjukkan bahwa pengalaman gamification marketing activities berpengaruh signifikan terhadap utilitarian value dan hedonic value, kemudian utilitarian value dan hedonic value berpengaruh signifikan terhadap satisfaction. Penelitian ini juga menunjukkan adanya pengaruh signifikan antara hedonic value terhadap brand love tetapi untuk utilitarian value tidak berpengaruh secara signifikan terhadap brand love, kemudian terdapat hubungan yang signifikan antara satisfaction dengan brand love yang kemudian brand love menunjukkan pengaruh yang signifikan terhadap brand loyalty, positive word of mouth dan resistance to negative information. 

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Gamification in the e-commerce industry has been a trend since 2019. According to Snapcart research, gamification in applications are the basis for consumers to access e-commerce platforms, especially during the month of Ramadan and the Covid-19 pandemic. This thesis aims to analyze how the influence of the experience of gamification marketing activities on brand loyalty, positive word of mouth and resistance to negative information through hedonic values, utilitarian values, satisfaction and brand love on Tokopedia Game users. This study uses a quantitative approach through a survey method based on purposive sampling. The number of respondents in this study were 218 respondents obtained through an online questionnaire. By analysis using structural equation modeling (SEM), this study shows that the experience of gamification marketing activities has a significant effect on utilitarian value and hedonic value, then utilitarian value and hedonic value significantly affect satisfaction. This study also shows a significant effect between hedonic value on brand love but for utilitarian value it does not have a significant effect on brand love, then there is a significant relationship between satisfaction and brand love which then brand love shows a significant influence on brand loyalty, positive word of mouth and resistance. to negative information."

"Perkembangan teknologi menciptakan sistem komunikasi berbasis internet antar konsumen. Konsumen dapat membagikan ulasannya dalam menggunakan suatu produk serta konsumen lain dapat membaca, menilai, dan mempertimbangkan ulasan tersebut. Dalam memilih kosmetik, konsumen muslim salah satunya dapat mengandalkan pengalaman yang disampaikan oleh konsumen yang telah menggunakan suatu produk kosmetik bersertifikasi halal. Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh dari kredibilitas dan kuantitas E-WOM pada niat konsumen muslim di Indonesia dalam melakukan pembelian secara online pada produk kosmetik bersertifikasi halal. Model penelitian berbasis pada mediasi yang dimoderasi pada citra merek halal dan konteks situasional pada aspek penghindaran penyakit. Penelitian kuantitatif dilakukan dengan menyebarkan kuesioner secara online. Berdasarkan pengumpulan dan pembersihan data, diperoleh sejumlah 354 responden muslim di Indonesia yang pernah berbelanja online dan pernah melihat ulasan tentang produk kosmetik bersertifikasi halal dalam waktu tiga bulan terakhir. Analisis dalam penelitian ini menggunakan metode PLS-SEM pada software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa dalam memengaruhi online purchase intention, E-WOM quantity berpengaruh signifikan positif dan E-WOM credibility tidak berpengaruh signifikan. Penelitian ini turut menemukan halal brand image berperan sebagai mediasi parsial pada pengaruh dari E-WOM quantity terhadap online purchase intention dan memediasi penuh dari E-WOM credibility terhadap online purchase intention. Sementara itu, situational context tidak terbukti signifikan dalam memoderasi E-WOM credibility dan E-WOM quantity terhadap halal brand image.

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Technological developments have created an internet-based communication system between consumers. Consumers can share their reviews on using a product and other consumers can read, rate, and consider these reviews. In choosing cosmetics, Muslim consumers can rely on the experience conveyed by consumers who have used a halal-certified cosmetic product. This study aims to analyze the influence of the credibility and quantity of E-WOM on the intention of Muslim consumers in Indonesia to make online purchases of halal-certified cosmetic products. The research model is based on moderated mediation on halal brand image and situational context on aspects of disease avoidance. Quantitative research was conducted by distributing online questionnaires. Based on data collection and cleaning, a total of 354 Muslim respondents in Indonesia were obtained who had shopped online and had seen reviews about halal-certified cosmetics product in the last three months. The analysis in this study uses the PLS-SEM method in the SmartPLS 4.0 software. The results of the study show that in influencing online purchase intentions, the quantity of E-WOM has a significant positive effect and the credibility of E-WOM has no significant effect. This study also finds that halal brand image acts as a partial mediation in the influence of E-WOM quantity on online purchase intentions and fully mediates E-WOM credibility on online purchase intentions. Meanwhile, the situational context is not proven to be significant in moderating the credibility of E-WOM and the quantity of E-WOM on halal brand image."