Pengaruh Emphaty, Immersion dan Belief Revision terhadap Positive Word of Mouth terhadap Penonton Film Indonesia.

Akbar, Muhammad Rafi Yasyfa (2026) Pengaruh Emphaty, Immersion dan Belief Revision terhadap Positive Word of Mouth terhadap Penonton Film Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh empathy, immersion, dan belief revision terhadap kecenderungan penonton film Indonesia dalam melakukan Positive Word of Mouth (PWOM), dengan pleasure dan arousal sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan 262 responden yang pernah menonton film Indonesia. Data dikumpulkan melalui penyebaran kuesioner secara daring dan dianalisis menggunakan metode Covariance-Based Structural Equation Modeling (CB-SEM). Hasil penelitian menunjukkan bahwa empathy, immersion, dan belief revision memiliki pengaruh positif dan signifikan terhadap pleasure maupun arousal. Dengan kata lain, semakin mampu penonton merasakan emosi tokoh, terlibat dalam alur cerita, serta memperoleh sudut pandang atau pemahaman baru dari film yang ditonton, maka semakin tinggi pula tingkat kesenangan dan antusiasme yang mereka rasakan. Selanjutnya, kedua respons emosional tersebut terbukti mendorong penonton untuk merekomendasikan film kepada orang lain melalui Positive Word of Mouth (PWOM). Selain itu, penelitian ini menemukan bahwa arousal merupakan faktor yang memberikan pengaruh paling besar terhadap terbentuknya Positive Word of Mouth (PWOM). Temuan ini mengindikasikan bahwa pengalaman emosional yang mampu membangkitkan rasa antusias, tegang, atau bersemangat memiliki peran yang lebih kuat dalam mendorong penonton untuk membagikan pengalaman menontonnya dibandingkan sekadar memberikan rasa puas atau senang. Oleh karena itu, hasil penelitian ini diharapkan dapat menjadi masukan bagi sineas dan pemasar film dalam merancang strategi yang mampu menciptakan keterlibatan emosional penonton sehingga mendorong penyebaran rekomendasi secara sukarela.
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This study aims to examine the influence of empathy, immersion, and belief revision on Indonesian movie audiences' intention to engage in Positive Word of Mouth (PWOM), with pleasure and arousal serving as mediating variables. This research employed a quantitative approach involving 262 respondents who had watched Indonesian movies. Data were collected through an online questionnaire and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The findings indicate that empathy, immersion, and belief revision have positive and significant effects on both pleasureand arousal. In other words, the more audiences empathize with the characters, become immersed in the storyline, and gain new perspectives or insights from the movie, the greater their feelings of pleasure and emotional arousal. Furthermore, these two emotional responses significantly encourage audiences to recommend the movie to others through Positive Word of Mouth (PWOM). In addition, the results reveal that arousal has the strongest influence on Positive Word of Mouth (PWOM). This finding suggests that emotional experiences capable of evoking excitement, tension, and enthusiasm are more effective in encouraging audiences to share and recommend a movie than experiences that merely generate feelings of satisfaction. Therefore, the findings of this study are expected to provide valuable insights for filmmakers and movie marketers in designing strategies that foster stronger emotional engagement, thereby encouraging audiences to voluntarily promote Indonesian movies through Positive Word of Mouth.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Narrative Transportation, Empathy, Immersion, Belief Revision, Emotional Response, Pleasure, Arousal, Positive Word of Mouth, Penonton Film, Perilaku Konsumen, Film Indonesia, Narrative Transportation, Empathy, Immersion, Belief Revision, Emotional Response, Pleasure, Arousal, Positive Word of Mouth, Film Audience, Consumer Behavior, Indonesian Film
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. N Fine Arts > NX Arts in general
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Muhammad Rafi Yasyfa Akbar
Date Deposited:	28 Jul 2026 03:41
Last Modified:	28 Jul 2026 03:41
URI:	http://repository.its.ac.id/id/eprint/138348

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