THE ROLE OF SOCIAL MEDIA IN GENERATION Z DECISION-MAKING PROCESS TO WATCH FILMS IN CINEMAS
Keywords:
Decision Making, Generation Z, Cinema FilmsAbstract
According to data from the Central Bureau of Statistics, the number of moviegoers in Indonesia has increased dramatically from 16 million in 2015 to 42.7 million in the first few months of 2018. In 2019, 64% of the young millennial generation, or those between the ages of 23 and 30, watched films domestically. This data is equivalent to 81% of Generation Z, or those between the ages of 15 and 23. This study aims to examine the Role of Social Media in Generation Z's Decision-Making Process to Watch Films in Cinemas. This study used a literature review technique. The database used was Google Scholar, Garuda Portal, and Research Gate, and found the final results of 9 articles. The results of the study show that Generation Z is known to be more independent than the previous generation. They don't wait for their parents to teach them things or tell them how to make decisions. In addition, many things can influence Generation Z's decision-making process in choosing films in cinemas, including the media, information technology, ways of communication, as well as new media or social networks.
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