Decoding viewer behavior: a multi-faceted exploration of marketing mix, brand equity, e-WOM, and perceived value in Indonesia's film market

In light of the challenges faced by Indonesia's film industry, such as limited screens, the dominance of major production houses, and low purchase intentions among local film viewers, this research aims to address the critical gaps in understanding viewer behaviour. By exploring the intricate relationships between purchase intention, e-WOM, perceived value, marketing mix, and brand equity, the study offers valuable insights and effective marketing strategies essential for the sustainable growth of the Indonesian film market. This research used quantitative research methods. A total of 255 respondents were collected using random sampling. Data were analyzed using Structural Equation Modelling through SmartPLS. The main findings of the study demonstrate that (i) marketing mix does not influence purchase intention, (ii) marketing mix influence on purchase intention is mediated by perceived value, (iii) brand equity influences purchase intention, (iv) brand equity influences on purchase intention is mediated by perceived value, (v) perceived value influences purchase intention and finally (vi) perceived value influences on purchase intention are moderated by e-WOM. Key Words:Marketing Mix, Brand Equity, Perceived Value, Purchase Intention, e-WOM