THE INFLUENCE OF DIGIMON MOVIE AND FANDOM TOWARDS ACTION FIGURE PURCHASE DECISION

Abstract

Digimon Adventure: Last Evolution Kizuna is a Digimon movie series that was aired in 2020. To accommodate Digimon fans in Indonesia, the community created a Facebook group by the name of Digi-In. The research objectives are to identify the influence of motives to watch Digimon Adventure: Last Evolution Kizuna movie and the intensity of information exchange in the Digi-In Facebook group towards the online purchase decision of Digimon action figures. This research takes a sample of 386 people out of the total of 10.700 people who are in the Digi-In group using the purposive sampling technique. This research is based on the positivism paradigm with a quantitative approach and uses a survey method. The result of this research shows the influence of motives to watch Digimon Adventure: Last Evolution Kizuna movie is 28.6% and the intensity of information exchange in the Digi-In Facebook group towards online purchase decision of Digimon action figures reaches 31.7%. Simultaneously, there is a 39.7% influence of the two variables. Based on the results, we can conclude that there is certainly an influence of the two independent variables, partially and simultaneously, on the online purchase decision of Digimon action figures. The recommendations from the researchers are that watching movies could be chosen as a medium of self-relaxation to kill leisure time and that the Digi-In community should maintain their group's cohesiveness and share information responsibly.