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sources, such as movie trailer, posters, television ads, etc. By looking at results shown by Digital Democracy Survey 2015 (as cited in
Stankevich, 2017), the most influence sources are recommendations, television ads, online review and in-theater advertising. By providing
a compelling synopsis of the film at this early stage, marketers can draw in viewers and increase their desire to watch the film.

The quality of movie is very hard to evaluate before even watching it. As according to McFadden (1986), due to the scarcity of tangible
attributes, consumers can only evaluate the quality of experiential goods after experiencing them. Consumers can look for quality indicators
such as trailers and star power. Third-party sources of quality signal, such as critic reviews and word of mouth, on the other hand, can
influence consumer behavior when selecting a movie. They have a better idea of how much they will enjoy the movie now that they have
more information. However, consumers are likely to watch a film without researching it beforehand (Wang, Zhan, Li, & Zhu, 2010) and act
as impulsive activity without pre-planning (Kardes, Cline, & Cronley, 2011).

Next, evaluating alternatives are the third stage of the model. Stankevich (2017) also added that usually, consumer looking for the best deal
by chooses one of the most important attributes or using cut-off method (examples; price of ticket, quality of movie, brand or production,
theater location or platform of watching movie).

The fourth stage is purchase. Sometimes at certain point, consumer will stop to evaluate the alternatives set and jumped to buying process.
Additional consideration on the budget to spend, where and when to watch the movie may also have to be required. The delay period within
consumer purchase intention and actual purchase can be the important moment for marketer.

Finally, the post-purchase step reveals whether or not buyers were satisfied or dissatisfied with the movie. Stage two of the customer journey
is where the customer has the potential to become a brand ambassador, encouraging other potential customers to watch or purchase it again
if it meets or exceeds their expectations. However, it is possible that a poor review could stifle a potential customer's desire to see the film.
The feedbacks of movie usually available not directly to the movie’s production, but on consumer’s personal social media platforms, website
or critics reviews.

2.3 HYPOTHESIS DEVELOPMENT

2.3.1 INDEPENDENT VARIABLE

2.3.1.1 Trailer

To summarize Finsterwalder, Kuppelwieser, & Villiers (2012), a film trailer showcases the quality of a feature film by presenting clips
from it for one to three minutes. Advertising and narrative film display are both included in trailers, which can be seen as a kind of a
hybrid between the two (Kernan, 2004). Trailers are regarded an affective type advertising because of their visual and emotional nature,
making them self-satisfaction, products, or services.

The clips, as stated by Hixson (2006) (as cited in Finsterwalder et al, 2012), contain parts of the advertised movie for the audience to
see. The three sections of a typical film trailer are: During the first section, the film's protagonist and setting are introduced. Some sort
of conflict or shift is implied by the second section. Last section increases the pace of the trailer and frequently references a possible
resolution (Finsterwalder et al, 2012).

Film trailers are the best way for the movie industry to get the word out and set people's expectations (Finsterwalder et al, 2012). Thus,
it is very important for the trailer to reach as many people as possible (Hixson, 2006 as cited in Finsterwalder et al 2012). Moviegoers
can "window shop" this free film sample with the help of a film trailer, says Kernan (2004). It helps them to better understand the film's
tone, genre, plot, and stars.

Music can have a big impact on how a movie trailer looks and sounds (Finsterwalder, et al. 2012). Flanagan (2012), as cited in
Finsterwalder, et. al. (2012), says that music can speed up the trailer by connecting different scenes, show the movie's theme, and
have a big impact on how people respond to the message. Consumers often relate certain types of music to certain emotions. Gorn
(1982) (as cited in Finsterwalder, et. al, 2012) stated that if consumer dislike the audio component of an advertisement, these negative
feelings will affect their product preferences. Based on the explanation given above, the researcher assumed:

H 1 : There is a correlation between Keris Siamang Tunggal movie consumption and trailers for the film.

2.3.1.2 Critic Reviews

Opinion from professionals or experienced people in entertainment industry are likely to be important for experience products like
movie (Nelson, 1970). Eliashberg and Shugan (1997) proposed that film reviews can act as influencer to the movie goers’ viewing
decision and also a predictor whether they will like the movie or not. Their findings show the influences of critical reviews on movie
admissions. However, early box office returns may not be affected by reviews, implying that while they may not encourage moviegoers
to attend, they can effectively predict their attendance. Critics, as per Eliashberg, Reinstrein, and Snyder (2005)

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