APTISI Transactions on Technopreneurship (ATT) Vol.
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848Oe862 E-ISSN: 2656-8888 | P-ISSN: 2655-8807.
DOI:10.
ye Entrepreneurial Perspective on Customer Decisions to Watch Indonesian Movies Muhammad Fadheel Djamaly1* .
Djumarno2 .
Rina Astini3 .
Daru Asih4 1,2,3,4 Department of Management.
Mercu Buana University.
Indonesia 1 muhammad.
djamaly@gmail.
com, 2 djumarno@mercubuana.
id, 3 rina astini@mercubuana.
4 daru asih@mercubuana.
*Corresponding Author
Article Info
ABSTRACT
Article history:
Customer Engagement reflects the extent of interaction between audiences and film products, serving as a key element within the movie industry.
Various determinants such as lead actors, movie genres, movie ratings, and online reviews affect viewers intentions to watch films in theaters.
This research investigates how customer engagement mediates the influence of these determinants on the intention to watch Indonesian films in cinemas.
A quantitative research design was adopted, involving a survey of 315 respondents.
The data were processed using the Structural Equation Modeling (SEM) technique with the SmartPLS program to assess the relationships among variables.
The results indicate that lead actors, film genres, movie ratings, and online reviews significantly enhanced customer engagement.
Customer engagement positively and significantly affected individuals decisions to watch Indonesian movies.
It was also found to significantly mediate the effect of these variables on the decisions to wacth movies.
This research contributes to relationship marketing theory by emphasizing the importance of customer engagement in developing strong and loyal consumer relationships.
Additionally, it enriches consumer behavior literature by explaining the effect of customer engagement on the decisions to watch movies, offering practical implications for film marketers in formulating effective promotional and audience engagement strategies.
Submission April 9, 2025 Revised June 24, 2025 Accepted October 29, 2025 Published November 19, 2025 Keywords:
Engagement Customers Watching Movies Entrepreneurial This is an open access article under the CC BY 4.
0 license.
DOI: https://doi.
org/10.
34306/att.
This is an open-access article under the CC-BY license .
ttps://creativecommons.
org/licenses/by/4.
AAuthors retain all copyrights INTRODUCTION Films are commercial products produced by the movie industry, yet the choice to view them in theaters offers a distinct and immersive experience.
Going to the cinema is more than simply consuming a product, it represents a form of experiential entertainment .
From an entrepreneurial perspective, the film industry operates within a creative economy where innovation, risk-taking, and value creation are essential for business Entrepreneurs in this sector continuously explore new ways to capture audiences through creative storytelling, digital distribution, and marketing innovation that enhance customer engagement and long-term profitability .
Although the underlying motivations of watching movies in cinema are not completely clear, the number of people choosing to watch them in cinemas has grown alongside the advancement of digital literacy and communication technologies.
However, limited research has examined how Internet technologies and social media influence customer engagement and viewing decisions during early film releases .
Watching movies in the cinema is a frequent activity amid the grueling pace of daily life.
This practice Journal homepage: https://att.
id/index.
php/att APTISI Transactions on Technopreneurship (ATT) ye has become a significant cultural and economic activity that influences the attitudes and behaviors of many people.
From an entrepreneurial standpoint, it also creates opportunities for value co-creation between filmmakers, distributors, and audiences, emphasizing the experiential aspect of film consumption as a driver of market differentiation .
This is because watching movies is an experiential product that reflects certain characteristics of hedonic consumption.
The assumption is that the more people watch movies, the higher the engagement of customers who are accustomed to watching films in theaters .
Previous research on the movie industry has largely centered on box office outcomes, especially during a filmAos opening week.
Scholars have investigated areas such as how social media trailers affect audience interest, the relationship between film reviews and box office success, and how different movie attributes and promotional tactics shape viewers intentions to purchase tickets .
Although these studies shed light on factors driving film revenue, little attention has been given to how customer engagement influences the decision to watch movies in theaters .
This study seeks to fill that research gap by examining customer engagement as a mediating factor between lead actors, film genres, ratings, and online reviews, and the audienceAos choice to watch Indonesian films in cinemas.
Furthermore, by integrating an entrepreneurial lens, this study highlights how digital innovation, market responsiveness, and consumer-centric strategies contribute to the competitiveness and sustainability of the Indonesian film industry.
The research also aligns with Sustainable Development Goal (SDG) 9 Industry.
Innovation, and Infrastructure by showing how entrepreneurial marketing and creative digital strategies can strengthen the industryAos long-term resilience and global relevance .
, .
Earlier studies mainly examined first-week box office performance, overlooking how customer engagement shapes theater-going decisions.
A theoretical gap remains concerning the relationship between engagement and film choice behavior.
This research seeks to investigate customer engagement as a mediating factor linking lead actors, genres, ratings, and online reviews to audience decisions to watch Indonesian films in cinemas, while emphasizing the entrepreneurial drive for innovation and customer experience enhancement in the creative industry ecosystem .
LITERATURE REVIEW
This study draws on relationship marketing and consumer behavior theories.
Relationship marketing emphasizes building long-term customer relationships through trust, commitment, and engagement to enhance Consumer behavior theory explains how individuals seek information, evaluate alternatives, and make In the film industry, these theories clarify how lead actors, film genres, ratings, and online reviews influence audience engagement and the decision to watch movies in theaters, positioning customer engagement as a key mediator in viewing decisions.
Relationship Marketing Theory Relationship marketing theory is closely linked to the expansion of the service industry, which emphasizes long-term relationships between customers and companies, focusing on their interactions and the customerAos active role in shaping service outcomes .
, .
This theory marks a major shift in marketing thought from transactional exchanges to relationship-oriented approaches.
Scholars have explored the key factors that support and sustain these exchanges.
The marketing field now recognizes the complexity of relationships and interconnected networks among multiple actors, a development driven largely by advances in information and communication technologies that enable digital interactions .
Fundamentally, relationship marketing theory focuses on cultivating enduring customer relationships by creating mutual value that leads to satisfaction and loyalty.
Such relationships enhance customer retention, repeat purchases, and favorable word-of-mouth .
The theory highlights trust and commitment as essential to fostering ongoing engagement, reducing uncertainty, and encouraging long-term involvement.
In the context of movie-viewing decisions, interactive tools like social media and digital platforms allow audiences to connect with films and studios.
These platforms build communities where fans share insights and interact .
, increasing satisfaction and brand loyalty.
Customer Engagement Movies function as products, entertainment services, and brands, as they convey the identity of lead actors and the film genre that attracts audiences.
demonstrated that customer engagement on social media both personal and interactive significantly influences movie-watching decisions, which in turn boosts box office ye
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Between 2014 and 2017, the Marketing Science Institutes (MSI) identified customer engagement as one of the key internet-related research topics .
, .
This line of research seeks to develop alternative strategies for fostering relationships and building communities through social mediaAebased customer relationship management.
To strengthen customer loyalty, companies are encouraged to enhance engagement through both offline and online branding efforts.
explained that customer engagement behavior represents how customers connect with a brand or company beyond simple purchase actions.
This engagement includes sharing content, making referrals, helping other consumers, blogging, and writing reviews activities built on trust, satisfaction, and commitment.
Digital interaction through smartphones, tablets, mobile apps, and social media platforms supports continuous customerAebrand relationships.
viewed engagement as part of service loyalty, involving satisfaction, advocacy, and retention within relationship marketing.
Customer engagement strongly influences purchase decisions, as social media enhances participation through blogs, wikis, and podcasts.
emphasized that trust and satisfaction foster loyalty, strengthening brand evaluation and long-term relationships.
Decision to Watch Movies in the Cinema Within the film industry, movie-watching remains one of the most popular leisure pursuits.
With advances in information and communication technology, audiences can now access films easily without visiting cinemas, renting DVDs, or subscribing to online streaming services .
Numerous studies have examined factors influencing individuals intentions to watch movies.
Understanding purchase intention helps companies identify the types of products that appeal most to their target markets.
A stronger purchase intention increases the likelihood that consumers will buy a product or service.
According to .
, customer engagement reflects customer behavior toward a brand beyond simple purchasing activity.
The decision to watch a film in theaters can be explained not only through consumer behavior theory by .
, which relates to purchase intention, but also through relationship marketing theory.
The emergence of the digital economy has transformed how relationships are formed and maintained online.
Audiences now rely on online gossip and discussions as key sources of movie information.
found that such online virality significantly influences purchase decisions, including cinema attendance.
Online ratings and reviews generate user engagement that affects purchase behavior.
Movies, as emotional products, evoke experiences such as love, joy, and fear.
linked viewing experiences to genre and actor quality but did not address customer engagement in cinema decisions, indicating a need for empirical models connecting engagement with relationship marketing in the film industry.
Determine In studying customer involvement in cinema movie-watching decisions, several factors are key.
The main actor influences film appeal through acting quality, characterization, popularity, and fame, especially when associated with box office success or awards .
, .
Film genres guide audience expectations and help them understand story structure and thematic content, influencing engagement and viewing decisions.
Film assessments through ratings and online communities enable viewers to share experiences, interact in discussions, and make informed choices.
Online reviews further shape behavior by providing accessible, convenient, and trustworthy information via digital platforms, reducing uncertainty and influencing intentions to watch movies .
, .
HYPOTHESIS DEVELOPMENT
Lead Cast and Customer Engagement The overall quality of a film is largely shaped by the characterization of its lead actors, developed by the writer to construct the storyAos narrative.
Prominent actors enhance audience enjoyment, interest, and discussion about theatrical films, particularly when they achieve box office success or earn prestigious recognitions such as Academy Award nominations.
Lead actors also foster customer engagement by generating influence and stimulating audience imagination regarding their on-screen appeal .
, .
Consequently, the stronger the audienceAos admiration for the main character, the greater their involvement in choosing to watch films in Thus, the following hypothesis is proposed.
H1: The main actor has a positive and significant influence on customer engagement in watching Indonesian movies in cinemas.
APTISI Transactions on Technopreneurship (ATT).
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848Ae862 APTISI Transactions on Technopreneurship (ATT) ye The Main Cast and the Decision to Watch the Movie Lead actors contribute significantly to a filmAos appeal through their acting talent and performance skills, which influence audience intention to watch movies.
The popularity and recognition of these actors motivate consumers to select films featuring them .
, .
This decision reflects the viewing intention toward movies as experiential products when the level of intention is high, the likelihood of consumers choosing to watch increases as well.
Therefore, the greater the admiration for the lead actors, the stronger the consumerAos decision to watch Indonesian films in cinemas.
Based on this reasoning, the following hypothesis is proposed.
H2: The main actors of the film have a positive and significant influence on the decision to watch Indonesian films in cinemas.
Film Genre and Customer Engagement Films are generally created based on specific genres to help audiences identify what type of movie they will watch in theaters.
Genre categorization enables viewers to grasp the story structure and enhances their emotional engagement with the film.
Engagement, a key concept in relationship marketing, involves connection, interaction, loyalty, and commitment.
According to .
, customer engagement relies on trust and commitment, which strengthen both brand image and loyalty.
This engagement allows audiences to relate more deeply to film characters, understand story concepts, and anticipate the viewing experience.
Hence, the following hypothesis is proposed .
, .
H3: The film genre has a positive and significant influence on customer engagement in watching Indonesian films in cinemas.
Movie Genres and Movie Watching Decisions Within the film industry, movie-watching remains one of the most favored leisure activities during free The intention to watch films represents a form of purchase behavior, where cinema viewing is treated as an experiential product.
When this purchase intention is strong, the likelihood of actually watching increases.
Audiences are motivated to watch movies to experience emotions such as love, joy, sadness, grief, and fear.
noted that the viewing experience can be understood through a filmAos genre, which offers audiences a preview of what to expect.
Thus, the greater the audienceAos preference for a particular genre, the stronger its impact on their decision to watch movies in theaters .
H4: The film genre has a positive and significant influence on the decision to watch Indonesian films in Film Ratings and Customer Engagement Advancements in information and communication technology have encouraged users to engage with the Internet and social media to create knowledge-based content and express personal opinions.
Online communities have become spaces for virtual social interaction, where film discussions shape relationships and communication among members .
, .
Users frequently share experiences and interact with movies, seeking inspiration and emotional stimulation from these interactions.
Movie ratings serve as valuable information sources influencing viewing decisions, and favorable ratings enhance customer engagement in choosing to watch films in theaters .
, .
Thus, the following hypothesis is proposed.
H5: Film ratings have a positive and significant influence on customer engagement in watching Indonesian films in cinemas.
Film Ratings and Movie Watching Decisions Information and communication technology has enabled new forms of virtual social interaction through online communities .
Within these digital spaces, members build social connections, communicate, and form personal relationships.
Such platforms encourage users to participate actively, share film-related experiences, and engage in discussions or evaluations of movies.
These interactions significantly influence individuals when making decisions about which films to watch.
In digital environments, movie ratings foster user engagement and shape consumer behavior during purchasing or viewing decisions .
Therefore, the more favorable the online evaluations of a film, the stronger the audienceAos intention to watch it in theaters.
Based on this rationale, the following hypothesis is proposed.
H6: Film ratings have a positive and significant influence on the decision to watch Indonesian films in ye
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Online Reviews and Customer Engagement A large number of people share product-related information and opinions online, creating forms of digital word-of-mouth or online gossip.
The internet promotes virality through reviews shared across blogs, forums, and social media platforms such as Facebook.
Instagram.
Twitter, and other review sites .
, .
Customers engage via devices like smartphones, tablets, and mobile apps, which help strengthen brand image and Online engagement has become an essential part of the customer experience.
Additionally, third-party online reviews play a vital role in evaluating films within experience-based markets.
Consequently, the more positive and extensive the online reviews, the higher the customer engagement in theatrical releases.
H7: Online reviews have a positive and significant influence on customer engagement in watching Indonesian movies in cinemas.
Online Reviews and Movie Watching Decisions Individuals share information and opinions about products through the internet, including online reviews posted on blogs, forums, and social media platforms such as Facebook.
Instagram.
Twitter, and review websites .
, .
These reviews, created and accessed by many users, remain available indefinitely, serving as a valuable information source for consumers.
Such online feedback influences consumer behavior, including decisions to watch specific films.
Third-party reviews are essential for assessing movie quality, and positive evaluations significantly enhance theater viewing intentions.
Hence, the following hypothesis is proposed.
H8: Online reviews have a positive and significant influence on the decision to watch Indonesian movies in cinemas.
Customer Engagement and Decision to Watch Indonesian Movies in Cinemas Customer engagement reflects behavioral responses toward a brand that extend beyond simple purchasing actions .
Engagement activities include sharing content virally, offering recommendations, assisting other consumers, writing blogs, and submitting reviews.
These behaviors stem from relationship marketing principles grounded in trust, satisfaction, and commitment, encompassing connection, interaction, retention, loyalty, and advocacy.
Personal and interactive engagement fosters deeper involvement and can motivate individuals to make purchasing decisions .
In the context of cinema viewing, such decisions are driven by the intention to experience films as experiential products.
When purchase intention is strong, the likelihood of watching movies in theaters also increases.
Thus, the following hypothesis is proposed.
H9: Customer engagement has a positive and significant influence on the decision to watch Indonesian films in cinemas.
Customer Engagement in the Influence of Lead Actors on Movie Viewing Decisions A filmAos overall quality is often shaped by its lead actors, particularly through the characterization developed by the writer.
The fame and popularity of leading actors strongly influence consumer preferences and movie selection .
Their presence becomes even more impactful when they achieve box office success or receive prestigious recognitions such as Academy Award nominations.
Lead actors play a crucial role in shaping audience perception, creating influence, and sparking imagination about their appeal .
Customer engagement with admired movie stars tends to increase, encouraging audiences to watch films in theaters .
Hence, the greater the admiration for the lead actors, the higher the engagement level and the stronger the decision to watch in cinemas.
H10: Customer engagement mediates the positive and significant influence of the main actor factor on the decision to watch Indonesian films in cinemas.
Customer Engagement in the Influence of Film Genres on Movie Viewing Decisions Films are typically produced based on specific genres to help audiences anticipate the type of story and experience they will encounter .
Genres allow viewers to identify content, shape preferences, and influence their decisions to watch.
Loyal audiences often seek information related to their preferred genres, which enhances their engagement with films.
Genre-related information plays a crucial role in theater viewing As experiential products, movie-watching intentions are strongly affected by genre .
This study examines how the decision to watch Indonesian films during their initial release is influenced by both genre and customer engagement .
Therefore, the greater the audienceAos preference for a specific genre, the higher their engagement and viewing intention.
H11: Customer engagement mediates the influence of film genres on the decision to watch Indonesian films in cinemas.
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848Ae862 APTISI Transactions on Technopreneurship (ATT) ye Customer Engagement in the Influence of Film-Judging on Movie Viewing Decisions The Internet and social media represent major advancements in information technology, transforming how users access, share, and create opinion-based content.
Online communities, particularly those formed by movie enthusiasts, promote discussions and evaluations that shape audience perceptions and behavior.
Film ratings shared on blogs, social networks, and forums serve as vital references in viewers decision-making processes.
Positive ratings on social media platforms enhance audience engagement and viewing interest, often facilitated through digital devices such as smartphones and tablets.
Consequently, favorable ratings strengthen customer involvement and increase the likelihood of watching movies in theaters.
Thus, the following hypothesis is proposed.
H12: Customer engagement mediates the influence of film ratings on the decision to watch Indonesian films in cinemas.
Customer Engagement in the Influence of Online Reviews on Movie Viewing Decisions People share product-related information and opinions online, which functions as a modern form of digital word-of-mouth or online gossip.
Reviews are distributed through various platforms such as blogs, forums.
Facebook.
Instagram, and Twitter, serving as essential channels for consumers seeking information and shaping their purchasing behavior.
Before making a purchase, individuals rely on these online reviews to gain insights into product quality.
Such reviews also affect consumersAo movie-watching intentions and play a significant role in evaluating film quality within experience-driven markets.
The credibility of these reviews strongly impacts theater-viewing decisions.
Therefore, greater interaction with online reviews enhances engagement and strengthens the decision to watch films in theaters.
H13: Customer engagement mediates the influence of online reviews on the decision to watch Indonesian movies in cinemas.
RESEARCH METHOD
This study employed a deductive approach and quantitative methodology to describe, predict, and identify causal relationships.
The research was carried out across cinemas located on Java Island, specifically in DKI Jakarta.
West Java.
Banten.
Central Java & DI Yogyakarta, and East Java regions recognized for having the highest concentration of modern cinema establishments.
This research was conducted between September and November 2023 every time there is a release of the first film from various genres in the cinema.
This study examines six variables in the decision model to watch movies in theaters, including Lead Actor (PU) (X.
Film Genre (GF) (X.
Film Rating (PF) (X.
and Online Review (UO) (X.
as independent variables.
Customer Engagement (Z) as a mediating variable, and decision to watch movies in theaters (KMF) (Y) as bound variables.
No.
Table 1.
Variables.
Dimensions.
Indicators and Scale of the Research Dimension Indicator Scale Popularity Often film actors become main actors Ordinal The main cast often appears on TV Expertise The good acting skills of the main actor Typical and interesting acting skills Idol characters The appearance of the main cast as an idol The acting style of the main actor is liked Genre: Film Trend genre The length of time people talk about the film Ordinal The suitability of the film genre with interests Attraction Curiosity about certain film genres The fun of watching themed movies Favorite The audienceAos response to the genre is good Interestingly.
The story theme that the audience likes Variable Main Cast ye Film Rating E-ISSN: 2656-8888 | P-ISSN: 2655-8807 Story Value The movie story is good and arouses curiosity Ordinal The story of the movie arouses curiosity to Theme Value Interesting movie theme and has been liked for a long time Movie themes motivate to watch Entertainment a.
Movies are entertaining and liked by many Value Movies are better watched with friends or Leisure Value Watched during spare time Movies reduce fatigue after work/college Online Reviews Box office Many reviews show the movie is unique and Ordinal worth watching Many reviews indicate potential to be at the box office Enthusiasts Many movie enthusiasts review online/social Niche enthusiasts engage in reviews Spread The film has been widely reviewed on social Good reviews are spread on the Internet Attendance Many reviews mean many enjoy watching Positive testimonials after watching the trailer Customer Engage- a.
Interaction Knowing the activities of actors and actresses Ordinal related to films they want to release Follow movie news and reviews before watching Loyalty Always wanted to watch long-loved movie Curious about the latest and upcoming productions Proactivity Strong push to find news about film releases Often spend time watching first releases Decision to Watch a.
Related to the a.
Watching movies because the movie star is the Ordinal Indonesian Movies main cast main actor of his idol in the Cinema Related to film b.
Watching movies because they like the style and theme of movies for a long time Regarding film c.
Watching movies because on the Internet there are many ratings of good movies Related online d.
Watching movies because you read online movie reviews first Regarding cus- e.
Watching movies because I have been a contomer engagement noisseur of Indonesian films in the cinema for a long time APTISI Transactions on Technopreneurship (ATT).
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848Ae862 APTISI Transactions on Technopreneurship (ATT) ye Researchers tested the decision to watch movies in cinemas from moviegoers in major cities on the island of Java as a population.
The sample of this study was selected through stratified proportional sampling according to the rules in the condition that the total number of spectator population is not clearly known.
illustrate the distribution of cinemas across provinces that served as the sampling frame.
Figure 1 presents the number of cinemas in each major region of Java.
The sample size in this study followed the rule of thumb commonly applied in Structural Equation Modeling (SEM).
Using the Maximum Likelihood (ML) estimation method, five respondents were assigned to each observed variable.
Since the research involved six factors, 24 dimensions, and 43 indicators, the minimum required sample size was 43 y 5 = 215 respondents.
anticipate incomplete or invalid responses, the researcher distributed questionnaires to 344 respondents .
across cinemas located in several major cities throughout Java, ensuring adequate data collection for statistical reliability and model accuracy.
Figure 1.
Province with the Highest Number of Cinemas Table 2 presents the distribution proportion of questionnaires administered to respondents in cinemas across several major cities on Java Island.
Given the constraints of funding, time, and human resources, the researcher acknowledged that it was not feasible to conduct the study across all 175 cinemas in these cities.
Therefore, a proportional sampling rate of 25.
7 percent was established for each province, with an average of 7-8 respondents per cinema.
Using a stratified proportional approach, data were collected from 45 cinemas out of 175 .
7 percen.
, totaling 344 respondents distributed across approximately 25 percent of cinemas in each major city.
Primary data were obtained through questionnaires targeting audiences of Indonesian films.
five-point Likert scale was used to measure respondents perceptions: Strongly Agree (SS = .
Agree (S = .
Neutral (N = .
Disagree (TS = .
, and Strongly Disagree (STS = .
Table 2.
Proportion of Questionnaire Distribution in Cinemas in Major Cities No.
Provincial Territory Cinema Propose 25% (@5Ae6 peopl.
Respond Banten 5 cinemas 39 .
Jakarta 14 cinemas 106 .
West Java 12 cinemas 94 .
Central Java & DIY 5 cinemas 37 .
East Java 9 cinemas 67 .
Total 45 cinemas .
Source: Processed from field data .
This analysis includes an inferential statistical analysis used to test the studyAos hypotheses.
The inferential analysis employed the Partial Least Squares (PLS) technique to estimate the path analysis model.
Prior to hypothesis testing, validity and reliability assessments were conducted.
Within SmartPLS, several outer model
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ye evaluations were performed, including convergent validity (> 0.
, discriminant validity, composite reliability (> 0.
, and Average Variance Extracted (AVE) (> 0.
Reliability was further verified using CronbachAos Alpha, which was required to exceed 0.
7 for all constructs.
The outcomes of these tests were then expressed through structural equation modeling.
KP = b1.
X1 b2.
X2 b3.
X3 b4.
X4 e KM F I = b1.
X1 b2.
X2 b3.
X3 b4.
X4 bKP.
XKP e Information:
X1 = Main Cast
X3 = Film Rating X2 = Genre Film
X4 = Online Reviews KP = Customer Engagement
KMFIB = Decision to Watch Indonesian Movies in Cinemas and e = Error
RESULT AND DISCUSSION
The research respondents were spread across various large urban areas on the island of Java, including Banten.
DKI Jakarta.
West Java.
Central Java and DI Yogyakarta, as well as East Java.
This data is crucial for understanding how the geographical distribution of respondents affects their preferences and behaviors as film audiences, particularly in their level of engagement and decision-making when choosing to watch Indonesian movies in theaters.
Model Fit Test (Goodness of Fi.
Figure 2.
Inner Model Research Figure 2 illustrates the structural model of the study, showing how lead actors, movie genre, movie ratings, and online review influence customer engagement, which in turn mediates their effect on the decision to watch Indonesian movies in cinemas.
The blue circles represent latent variables, yellow boxes show indicators.
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848Ae862 APTISI Transactions on Technopreneurship (ATT) ye and the connecting lines indicate the strength and significance of relationships.
The model highlights the central role of customer engagement in translating movie attributes and online feedback into actual watching decisions.
Table 3.
Value of R2 Inner Model Structural Model Variable R Square R Square Adjusted Decision to Watch Indonesian Movies in the Cinema Customer Engagement Table 3 indicates that the R2 value for the decision to watch Indonesian films in theaters is 0.
971, while the R value for customer engagement is 0.
979, both categorized as strong influences (>0.
Therefore, the variables tested lead actors, film genre, movie rating, and online reviews collectively explain 97.
9 percent of customer engagement and 97.
1 percent of the decision to watch movies in cinemas.
Table 4.
Model Fit Value (Goodness of Fi.
Indicator Saturated Model
Estimated Model
SRMR
d-ULS Chi-Square NFI Table 4 illustrates that the structural modelAos fit is indicated by the Standardized Root Mean Square Residual (SRMR) value of 0.
This result demonstrates a good model fit, as the acceptable theoretical range for SRMR is between 0.
05 and 0.
08, confirming that the model meets the required standards.
Table 5.
Statistical T Value of Direct (Partia.
Influence Relationship Original Sample Standard TSample Mean Deviation Statistics Lead actor Ae Customer Engagement Main actor Ae Decision to Watch In- -0.
donesian Movies in Cinemas Movie Genre Ae Customer Engagement 0.
Film Genre Ae Decision to Watch In- 0.
donesian Movies in Cinemas Film Ratings Ae Customer Engagement 0.
Film Rating Ae Decision to Watch In- -0.
donesian Movies in Cinemas Online Reviews Ae Customer Engage- -0.
Online Reviews Ae Decision to Watch 0.
Indonesian Movies in Cinemas Customer Engagement Ae Decision to 0.
Watch Indonesian Movies in Cinemas P-Values Table 5 indicates that the effects of lead actors .
=2.
, film genre .
=6.
, film ratings .
=5.
and online reviews .
=4.
on customer engagement in deciding to watch Indonesian movies in theaters are positive and statistically significant .
<0.
In addition, the influence of the main players .
=2,.
, film genre .
=2,.
, film ratings .
=5,.
and online reviews .
=16,.
on the decision to watch Indonesian films in cinemas was also positive and significant .
<0.
So, it can be understood that all of the hypotheses of this ye
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research are empirically proven with positive and significant values, so that the first to ninth research objectives can be said to have been achieved.
Table 6.
T Value of Indirect Influence Statistics (Mediatio.
Original Sample Standard T StatisSample Mean Deviation tics Film Cast Ae Customer Engagement Ae -0.
Indonesian Movie Watching Decisions Film Genre Ae Customer Engagement Ae 0.
Indonesian Movie Watching Decisions Film Ratings Ae Customer Engagement 0.
Ae Indonesian Movie Watching Decisions Online Reviews Ae Customer Engage- -0.
ment Ae Indonesian Movie Watching Decisions Relationship P Values Table 6 demonstrates that customer engagement serves as a positive and significant mediator in the relationship between lead actors .
= 3.
, film genre .
= 4.
, film ratings .
= 5.
, and online reviews .
= 3.
on the decision to watch Indonesian films in theaters .
< 0.
Thus, all mediation hypotheses proposed in this research are confirmed, showing a significant and positive mediating effect.
Discussion Films are cultural and experimental products that can influence consumer behavior even before their release in theaters.
Pre-release information, such as the main cast, film genre, ratings, and online reviews, significantly impacts customer engagement and the decision to watch movies.
From an entrepreneurial perspective, these factors act as strategic tools for filmmakers and producers to create market differentiation and enhance audience value propositions.
In a competitive creative economy, innovation in pre-release marketing and digital engagement serves as a form of entrepreneurial creativity that fosters stronger customer relationships and drives revenue growth.
In this study, customer engagement was positively and significantly influenced by all these factors, with film genres and movie ratings showing the strongest impact on engagement.
These findings support previous research indicating that audience interest and interaction with movie content on digital platforms play a critical role in driving box office performance.
This also illustrates how entrepreneurial marketing and audience analytics can be leveraged to anticipate consumer preferences and optimize film positioning in the The decision to watch movies in theaters is significantly affected by several factors, including lead actors, film genres, movie ratings, online reviews, and the level of customer engagement.
Online reviews had the greatest effect, reflecting their role in reducing consumer uncertainty and providing social validation.
Positive and widely shared reviews enhance engagement and ultimately motivate viewers to attend cinemas.
These results align with prior studies emphasizing the importance of social media and digital platforms in shaping consumer decisions and film performance.
From an entrepreneurial lens, such online interactions demonstrate how digital ecosystems can generate co-created value between film producers and audiences, turning viewers into active brand advocates.
Customer engagement was found to mediate the effects of the main cast, film genre, film ratings, and online reviews on movie-watching decisions.
The strongest mediation was observed in film ratings and genres, indicating that engagement amplifies the influence of content quality and genre preferences on audience decisions.
This supports relationship marketing theory, which highlights the role of trust, satisfaction, and interaction in building long-term consumer relationships.
From an entrepreneurial innovation standpoint, engagement serves as a value creation process where emotional connections and social experiences transform consumer intention into tangible market outcomes.
Finally, these findings contribute to consumer behavior and marketing theory.
The lead actors, genre, ratings, and reviews guide audience information search, alternative evaluation, and decision-making, while cusAPTISI Transactions on Technopreneurship (ATT).
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848Ae862 APTISI Transactions on Technopreneurship (ATT) ye tomer engagement ensures sustained loyalty and satisfaction.
For marketers and film producers, understanding these dynamics allows for more effective promotional strategies, leveraging digital and social media platforms to increase viewer participation and community building.
Integrating these insights can enhance the long-term growth and sustainability of the Indonesian film industry, fostering stronger engagement, audience retention, and entrepreneurial competitiveness within the creative economy.
MANAGERIAL IMPLICATIONS
The findings of this study provide actionable insights for film producers and marketers to enhance audience engagement and increase cinema attendance.
Emphasizing popular lead actors and carefully selecting film genres that align with audience preferences can strengthen consumer engagement, making potential viewers more likely to watch the movie in theaters.
Positive film ratings and online reviews should be actively encouraged and monitored, as they significantly influence audience decisions.
Marketing strategies can leverage social media platforms to share trailers, reviews, and interactive content, fostering a community of engaged moviegoers and amplifying word-of-mouth promotion.
Additionally, cinema managers and film distributors can use these insights to optimize promotional timing, particularly during the critical first week of release, by tailoring campaigns that emphasize engagementdriven content.
Building long-term relationships with audiences through personalized interactions, loyalty programs, and consistent communication can enhance trust and satisfaction, ultimately driving repeat attendance.
By integrating these strategies, the Indonesian film industry can strengthen its competitive position, sustain box office performance, and promote the growth of local films through improved customer engagement and CONCLUSION This study confirms that factors such as lead actors, film genres, movie ratings, and online reviews significantly influence customer engagement, which in turn strongly affects the decision to watch Indonesian movies in cinemas.
The results are consistent with the expectations outlined in the Introduction, showing that customer engagement mediates the relationship between these factors and movie-watching decisions.
Film genres and ratings were found to have the greatest impact on engagement, while online reviews and customer engagement themselves most strongly influence the actual decision to attend cinemas.
These findings highlight the crucial role of engagement in converting audience intention into real behavior and enhancing the overall cinema experience.
For future research, broader geographical coverage could reveal cultural variations in cinema-going Other variables, such as marketing campaigns, cinema amenities, and pricing strategies, may provide deeper insight into audience decision-making.
Longitudinal studies are recommended to examine how engagement develops over time and affects long-term loyalty.
From a managerial standpoint, producers and marketers can employ these insights to design engagementdriven strategies highlighting popular actors, tailoring film genres to audience preferences, encouraging positive reviews, and fostering interaction through digital platforms and loyalty programs.
These approaches can enhance trust, satisfaction, and retention while driving box office growth and competitiveness.
DECLARATIONS
About Authors Muhammad Fadheel Djamaly (MF) Djumarno (DJ) https://orcid.
org/0009-0006-5787-0084 https://orcid.
org/0009-0003-1807-5166 Rina Astini (RA) https://orcid.
org/0000-0001-7632-4640 Daru Asih (DA) https://orcid.
org/0000-0002-1764-7439 Author Contributions Conceptualization: MF.
Methodology: MF.
Software: MF.
Validation: MF and DJ.
Formal Analysis:
RA and DA.
Investigation: MF.
Resources: MF.
Data Curation: MF.
Writing Original Draft Preparation: MF.
E-ISSN: 2656-8888 | P-ISSN: 2655-8807
Writing Review and Editing: DJ.
RA, and DA.
Visualization: MF.
All authors.
MF.
DJ.
RA, and DA, have read and agreed to the published version of the manuscript.
Data Availability Statement The data presented in this study are available on request from the corresponding author.
Funding The authors received no financial support for the research, authorship, and/or publication of this article.
Declaration of Conflicting Interest The authors declare that they have no conflicts of interest, known competing financial interests, or personal relationships that could have influenced the work reported in this paper.
REFERENCES