Pengaruh Electronic Word of Mouth terhadap Keputusan Menonton Film Avatar Fire and Ash dengan Perceived Value sebagai Variabel Mediasi

Peter Remy Yosy Pasla; Mochamad Yusuf Prabu Langitan; Anna Triwijayati; Santi Widyaningrum

doi:10.55606/jimak.v5i3.8045

Authors

Peter Remy Yosy Pasla Universitas Ma Chung
Mochamad Yusuf Prabu Langitan Universitas Ma Chung
Anna Triwijayati Universitas Ma Chung
Santi Widyaningrum Universitas Ma Chung

DOI:

https://doi.org/10.55606/jimak.v5i3.8045

Keywords:

Avatar Fire and Ash, Electronic Word of Mouth, Movie Watching Decision, Perceived Value, SEM-PLS

Abstract

This study aims to analyze the effect of Electronic Word of Mouth (e-WOM) on the decision to watch the movie Avatar: Fire and Ash with perceived value as a mediating variable. This quantitative research employs an explanatory design using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data were collected via an online questionnaire distributed to 110 respondents who had watched the movie Avatar: Fire and Ash in theaters and accessed information about the film through digital media. The sampling technique used was purposive sampling. The results of the main model show that e-WOM has a positive and significant effect on perceived value, and perceived value has a positive and significant effect on watching decisions. However, e-WOM has no significant direct effect on watching decisions. Perceived value demonstrates an indirect-only mediation role in bridging e-WOM and watching decisions. Nonetheless, sensitivity tests reveal that the findings regarding H1, H2, and H4 are sensitive to straight-lining responses and discriminant validity issues, suggesting that the mediation mechanism requires further empirical confirmation.

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