THE INFLUENCE OF ELECTRONIC WORD OF MOUTH ON AUDIENCE SATISFACTION THROUGH AUDIENCE LOYALTY ON MOVIES IN SOCIAL MEDIA

The use of internet technology with social media as a form of customer engagement can empower film fans in Indonesia. The development of high-speed internet in Indonesia makes it easy for users to easily access movie trailers and distribute them on social media websites in the form of videos. Movie trailers can allow consumers to observe and watch films in a small way by forming a precise picture. The social media sites used actively adopt the right features and are shared with users to encourage and develop social interaction among users. This study obtained a questionnaire of 512 respondents using google Forms. The study results were obtained using Partial Least Square; namely, first, electronic of mouth had an impact on the satisfaction of film audiences. Second, the electronic mouth affects the loyalty of film audiences. Third, audience satisfaction affects the loyalty of film viewers on social media. The research contributes to the theory of consumer satisfaction and the contribution of practice in building the loyalty of Indonesian film audiences