The Effect of Theatre Window Viewing, Film Trailers and Social Influence on the Decision to Watch Indonesian Film in the Cinema was Moderated by Film Reviews


Authors : Gita Thessa Lonika Putri br. Gultom; Rina Astini

Volume/Issue : Volume 8 - 2023, Issue 7 - July

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/mvf44pyf

DOI : https://doi.org/10.5281/zenodo.8304383

The purpose of this study was to examine and analyze the influence of theater window viewing, film trailers, social influence and film reviews on the decision to watch Indonesian films in cinemas. The method used is a quantitative method. The population in this study were respondents who had watched Indonesian films in cinemas at least once and lived in the areas of Jakarta, Bogor, Depok, Tangerang and Bekasi (Jabodetabek). Determining the number of samples was carried out using a purposive sampling technique and it was deter-mined that there were 100 respondents. The data analysis method used is the Structural Equation Model (SEM) & SmartPLS (Partial Least Square). The results show that theater window viewing has a positive effect on the decision to watch Indonesian films in theaters. Film trailers have a positive effect on the decision to watch Indonesian films in cinemas. Social influence has a positive effect on the decision to watch Indonesian films in cinemas. Film reviews have no positive effect on the decision to watch Indonesian films in cinemas.

Keywords : Theater Window Viewing, Film Trailers, Social Influence, Film Reviews, Decision To Watch

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