The Influence of Promotions, Ease of Use, and E-WOM on the Intention to Purchase Movie Tickets Through Tix.id (A Study of Millennials and Generation Z in Gunungkidul)

Abstract

This study aimed to test: (1) the influence of promotion on purchase intention for movie tickets online via the TIX ID application; (2) the influence of ease of use on purchase intention for movie tickets online via the TIX ID application; (3) the influence of Electronic Word of Mouth (E-WOM) on purchase intention for movie tickets online via the TIX ID application; and (4) the influence of promotion, ease of use, and E-WOM on purchase intention for movie tickets online via the TIX ID application among Millennial Generation and Generation Z. This study used a quantitative approach with an explanatory research method. The sampling technique used was purposive sampling with 236 respondents, consisting of Millennials and Generation Z who were users or potential users of the TIX ID application in Gunungkidul. The data analysis technique used was Structural Equation Modeling-Partial Least Squares (SEMPLS) with SmartPLS version 3.29. The results showed that promotion had a positive and significant influence on purchase intention, ease of use had a positive and significant influence on purchase intention, and E-WOM had a positive and significant influence on purchase intention. It can be concluded that promotion, ease of use, and E-WOM had a positive and significant influence on purchase intention among Millennials and Generation Z in Gunungkidul. Furthermore, ease of use was the variable with the greatest influence on purchase intention.