Decoding viewer behavior: a multi-faceted exploration of marketing mix, brand equity, e-WOM, and perceived value in Indonesia's film market
Faransyah Agung Jaya,
Muhtosim Arief,
Suwitho
Abstract: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 Indonesi… Show more
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