The impact of information technology quality on electronic customer satisfaction in movie industry

The use of social media becomes a common habit in todays community and routinely used to interact with the community member. Also, many companies used social media to create a social media community concerning the products and services provided to strengthen the companys brand. This study surveys as many as 231 respondents and data analysis uses the PLS method utilizing smart PLS software. The result reveals that the use of information technology that is getting faster with high-speed data accessibility enhances the intensity of interaction between the community member with the path coefficient value of 0.605. Furthermore, the use of information technology with high-speed data accessibility also increase the satisfaction of movie trailer viewers with the path coefficient value of 0.392 since it can provide excitement and entertainment. Besides, the increased use of information technology provides higher satisfaction to the audience. The results also show that the presence of a social media community could provide satisfaction for movie trailer viewers with a coefficient of 0.332. The availability of films in the community provides excellent interactive communication between users. This research has focused only on the use of information technology in the respondents who watch movie trailers and is limited to a region of East Java province, Indonesia. Further research is required to be performed, which focuses on different types of social media and context and needs to analyse the comment of the film viewer in order to provide a better benefit on the latest films and for the entertainment company