PENGARUH CONTENT MARKETING, EXPERIENTIAL MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PURCHASE DECISION TIKET FILM TINGGAL MENINGGAL PADA KONSUMEN GEN Z DI JABODETABEK

KHILDA NUR USWAH AKHSARIAH, . (2026) PENGARUH CONTENT MARKETING, EXPERIENTIAL MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PURCHASE DECISION TIKET FILM TINGGAL MENINGGAL PADA KONSUMEN GEN Z DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Industri film Indonesia mengalami perkembangan pesat, ditandai dengan meningkatnya produksi film lokal dan tingginya minat penonton. Namun, tidak semua film berkualitas mampu memperoleh hasil komersial yang optimal, seperti film Tinggal Meninggal yang memperoleh apresiasi positif tetapi memiliki jumlah penonton yang relatif rendah. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, experiential marketing dan electronic word of mouth (e-WOM) terhadap purchase decision tiket film Tinggal Meninggal pada konsumen Gen Z di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode explanatory research, serta teknik non-probability sampling dan purposive sampling dengan menyebarkan kuesioner penelitian kepada 110 responden. Teknik analisis data menggunakan software SPSS untuk menganalisis statistik deskriptif, inferensial, regresi linier berganda, uji parsial dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa content marketing, experiential marketing dan e-WOM secara parsial dan simultan berpengaruh positif dan signifikan terhadap purchase decision tiket film Tinggal Meninggal pada konsumen Gen Z di Jabodetabek. Di antara ketiga variabel tersebut, e-WOM menjadi variabel yang paling dominan dalam memengaruhi keputusan pembelian tiket film. Temuan ini menunjukkan bahwa ulasan, komentar, rekomendasi, maupun informasi di media digital memiliki pengaruh yang besar dalam membentuk keputusan konsumen Generasi Z. Penelitian ini memberikan implikasi bagi pelaku industri perfilman untuk mengoptimalkan strategi content marketing, menciptakan pengalaman yang lebih personal dan berkesan bagi penonton, serta mendorong terbentuknya e-WOM positif guna meningkatkan keputusan pembelian tiket film. Kata Kunci: Content Marketing, Experiential Marketing, Electronic Word of Mouth (e-WOM), Purchase Decision, Generasi Z. ***** The Indonesian film industry is experiencing rapid growth, marked by an increase in local film production and high audience interest. However, not all high-quality films are able to achieve optimal commercial results; for example, the film Better Off Dead received positive reviews but had a relatively low number of viewers. This study aims to analyze the influence of content marketing, experiential marketing, and electronic word of mouth (e-WOM) on the decision to purchase tickets for the film Better Off Dead among Gen Z consumers in the Greater Jakarta area. This study employs a quantitative approach using explanatory research methods, along with non-probability and purposive sampling techniques, by distributing a research questionnaire to 110 respondents. Data analysis techniques used SPSS software to analyze descriptive statistics, inferential statistics, multiple linear regression, partial tests, and the coefficient of determination test. The results indicate that content marketing, experiential marketing, and e-WOM have a positive and significant influence, both partially and simultaneously, on the decision to purchase tickets for the film Better Off Dead among Gen Z consumers in the Greater Jakarta area. Among these three variables, e-WOM is the most dominant factor influencing the decision to purchase movie tickets. These findings indicate that reviews, comments, recommendations, and information on digital media have a significant influence on shaping Generation Z consumers’ decisions. This study offers implications for the film industry to optimize content marketing strategies, create more personalized and memorable experiences for audiences, and foster positive e-WOM to increase movie ticket purchases. Keywords: Content Marketing, Experiential Marketing, Electronic Word of Mouth (e-WOM), Purchase Decision, Generation Z.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Nadya Fadillah Fidhyallah, M.Pd. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Khilda Nur Uswah Akhsariah .
Date Deposited:	30 Jul 2026 02:41
Last Modified:	30 Jul 2026 02:41
URI:	http://repository.unj.ac.id/id/eprint/67674

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