Pengaruh Persepsi Nilai, Norma Subjektif, dan Electronic Word of Mouth Terhadap Minat Generasi Z Menonton Film Lokal di Bioskop XXI Hermes

Abstract

This study aims to determine the influence of Perceived Value, Subjective Norms, and Electronic Word of Mouth (EWOM) on the Intention to Watch Local Films in Cinemas. This research is a quantitative research type with an associative approach that aims to determine the relationship between the variables studied. The sample in this study amounted to 110 respondents obtained through a purposive sampling technique. The data collection technique was carried out by distributing questionnaires directly to respondents. The analysis method used is multiple linear regression to see the influence of each independent variable on the dependent variable. The data analysis process was carried out using SPSS software. The results of the study indicate that simultaneously Perceived Value, Subjective Norms, and EWOM have a significant effect on the Intensity of Watching Local Films in Cinemas. Partially, Perceived Value and EWOM have a significant effect on the intensity of watching, while Subjective Norms have no significant effect.