Keywords:
cinemas, customer engagement, decision, film audiences, relationship marketing, watching films
Abstract
Customer engagement reflects the intensity of interaction between customers and products in the market. In the film industry, customers who enjoyed watching movies in cinemas tend to have more intensive interactions with upcoming films. This study analysed the mediating role of customer engagement in the influence of the lead actor, film genre, film ratings, and online reviews on the decision to watch Indonesian films in cinemas. The research employed a quantitative approach with a survey of 315 respondents. Data was analysed by using Structural Equation Modelling through Smart PLS software. The lead actor, film genre, movie ratings, and online reviews positively and significantly influenced customer engagement with films. Customer engagement, in turn, positively and significantly influenced the decision to visit a cinema to watch Indonesian films. Customer engagement is proven to be an appropriate mediator between the four independent variables and the decision to watch Indonesian films in cinemas. Incorporating customer engagement as a mediator in the relationship between the lead actor, film genre, film ratings, online reviews is therefore important. These research findings enrich relationship marketing theory by emphasising the importance of customer engagement in strengthening long-term relationships and consumer behaviour theory by enhancing customer loyalty.
Author Biographies
-
Muhammad Fadheel Djamaly, University Mercu Buana
Muhammad Fadheel Djamaly is a doctoral student in management at Mercu Buana University Jakarta in Indonesia. He is particularly interested in mass media, movie making, which encompasses various forms of communication that reach large audiences and the complexities involved in the film production process. His work may involve research and projects related to filmmaking and media, reflecting his diverse interests in both practical and academic fields.
-
Djumarno, University Mercu Buana
Prof. Dr. Djumarno, MBA, is a professor at Universitas Mercu Buana, specialising in management. His academic contribution includes a focus on communication marketing management. He has a strong focus on various aspects of communication business management, including strategic communication, consumer behaviour, and organisational management. His academic work contributes to the fields of communication, business studies and management education.
-
Rina Astini, University Mercu Buana
Rina Astini is a lecturer at Mercu Buana University, Jakarta, Indonesia with a functional position as associate professor. She teaches subjects related to communication and marketing strategies, consumer behaviour, and other aspects of communication marketing including advertising, direct marketing, and branding., Her work has been published in various academic journals, contributing to the fields of marketing and management.
-
Daru Asih, University Mercu Buana
Daru Asih is a lecturer at Mercu Buana University, Jakarta, Indonesia with a functional position as assistant professor. She academic who holds a doctoral degree from Universitas Gadjah Mada. She specialises in areas related to economics and business and is a lecturer. possesses expertise in various areas of communication, including but not limited to strategic communication, organisational communication, and public relations.
How to Cite
Muhammad Fadheel Djamaly, Djumarno, Rina Astini, & Daru Asih. (2025). Customer Engagement and Decision to Watch Indonesian Films in Cinemas: A Relationship Marketing Perspective.
Communication Today,
16(1).
https://doi.org/10.0000/xnqhsk96
