The Influence of Electronic Word of Mouth (e-WOM) and Social Media e-Advertising on Purchase Intention for Stand- Up Comedy Performance Tickets: A Study of Ticket Buyers of Standupindo Cirebon Events.
DOI:
https://doi.org/10.38035/dijdbm.v7i5.7256Keywords:
e-WOM, e-Advertising, Purchase Intention, Stand Up Comedy Show Tickets, PLS-SEMAbstract
This study aims to analyse and prove the effect of electronic word of mouth (e-WOM) and e-advertising on the purchase intention for stand up comedy show tickets organised by the Standupindo Cirebon community, both partially and simultaneously. Purchase intention is a strategic issue for live entertainment products because ticket sales for the community's events have remained far below venue capacity, with the highest achievement of only 138 tickets out of 350 seats and a sharp decline to 45 tickets at the following event. The research uses a quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM) processed through SmartPLS 4.0. The population consists of 152 ticket buyers of the Sawelase Selawase and Irae Lucu Tah Vol. 3 events; the Slovin formula with a 5% margin of error yielded a minimum sample of 111 respondents, and 121 valid questionnaires were collected through stratified random sampling using a five-point Likert scale. The results show that e-WOM has a positive and significant effect on purchase intention (path coefficient 0.585; t-statistic 11.229; p-value 0.000), and e-advertising also has a positive and significant effect (path coefficient 0.585; t-statistic 11.548; p-value 0.000), making e-advertising the most dominant variable. Simultaneously, both variables explain 67.4% of the variance in purchase intention (R-Square = 0.674), while the remaining 32.6% is explained by factors outside this model, so all three hypotheses are accepted. These findings imply that event organisers need to strengthen the clarity and appeal of paid digital advertising content while encouraging audiences to spread credible reviews on social media.
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