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Abstrak :

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

 

Abstrak :
ABSTRAK
Penelitian 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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ABSTRACT
This 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.