Pengaruh e-WOM terhadap Keputusan Menonton Film Jumbo melalui Mediasi Persepsi Konsumen pada Kampanye #BuzzerJUMBO di X

Abstract

Film animasi Jumbo menjadi fenomena di media sosial X melalui kampanye #BuzzerJUMBO yang membentuk arus electronic word of mouth (e-WOM) organik. Penelitian ini bertujuan menganalisis pengaruh e-WOM terhadap keputusan menonton film Jumbo serta peran mediasi persepsi konsumen. Survei dilakukan kepada 125 responden pengguna X yang terpapar kampanye #BuzzerJUMBO dan telah menonton film Jumbo, dianalisis menggunakan SEM-PLS. Hasil menunjukkan bahwa e-WOM berpengaruh positif dan signifikan terhadap persepsi konsumen dengan dimensi word of mouth intensity sebagai indikator terkuat, serta berpengaruh positif dan signifikan secara langsung terhadap keputusan menonton. Persepsi konsumen berpengaruh positif dan signifikan terhadap keputusan menonton dengan dimensi selective retention sebagai aspek dominan, sekaligus memediasi secara parsial pengaruh e-WOM terhadap keputusan menonton. Temuan penelitian menegaskan bahwa e-WOM organik berbasis komunitas merupakan aset pemasaran strategis dalam industri film animasi Indonesia.

The animated film Jumbo became a phenomenon on social media platform X through the #BuzzerJUMBO campaign, generating an organic electronic word of mouth (e-WOM) flow. This study aims to analyze the effect of e-WOM on the viewing decision of film Jumbo and the mediating role of consumer perception. A survey was conducted among 125 respondents who were exposed to the #BuzzerJUMBO campaign and had watched film Jumbo in cinemas, analyzed using SEM-PLS. The results indicate that e-WOM has a positive and significant effect on consumer perception, with word of mouth intensity as the strongest indicator, and a positive and significant direct effect on viewing decision. Consumer perception has a positive and significant effect on viewing decision, with selective retention as the dominant dimension, while also partially mediating the effect of e-WOM on viewing decision. These findings confirm that community-based organic e-WOM constitutes a strategic marketing asset in the Indonesian animated film industry.