FROM SCREEN TO SHOPPING CART: EFFECTS OF MERE-EXPOSURE, GENDERED MARKETING, AND ENGAGEMENT ON GRETA GERWIG’S 2023 BARBIE FILM PRODUCT INTENTION IN INDONESIA

Abstract

This study aims to analyze the influence of the mere-exposure effect, gendered marketing, and customer engagement on the purchase intention of Barbie products from the Barbie (2023) film in Indonesia. The research is motivated by the film’s global success, which not only achieved over USD 1.4 billion in box office revenue but also sparked the “Barbiecore” cultural trend and cross-industry collaborations. However, there remains a research gap regarding how visual exposure, gender-based narratives, and consumer engagement within film-based marketing influence purchase intentions, particularly in emerging markets. This study employed a quantitative approach with a causal associative design, involving 114 female respondents aged 17–35 who had watched the Barbie (2023) film. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS 27. The results reveal that all three independent variables have a positive and significant partial effect on purchase intention. These findings highlight the strategic value of integrating repeated exposure, gender symbolism, and digital engagement to enhance consumer purchase intention. This study contributes to contemporary marketing literature and offers practical implications for brands seeking to optimize collaborations with entertainment media.

Penelitian ini bertujuan untuk menganalisis pengaruh mere-exposure effect, gendered marketing, dan customer engagement terhadap purchase intention produk Barbie dari film Barbie (2023) di Indonesia. Latar belakang penelitian ini berangkat dari fenomena keberhasilan film Barbie yang tidak hanya mencetak rekor box office, tetapi juga memicu tren budaya populer “Barbiecore” dan kolaborasi lintas industri. Namun, masih terdapat kesenjangan penelitian mengenai bagaimana eksposur visual, narasi berbasis gender, dan keterlibatan konsumen dalam konteks film memengaruhi niat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausal asosiatif, melibatkan 114 responden perempuan berusia 17–35 tahun yang telah menonton film Barbie (2023). Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS 27. Hasil penelitian menunjukkan bahwa ketiga variabel independen berpengaruh positif dan signifikan terhadap purchase intention secara parsial. Temuan ini menegaskan bahwa strategi pemasaran berbasis hiburan yang mengintegrasikan frekuensi eksposur, simbolisasi gender, dan keterlibatan digital mampu meningkatkan niat beli konsumen. Penelitian ini memberikan kontribusi teoretis dalam literatur pemasaran kontemporer dan implikasi praktis bagi brand dalam mengoptimalkan kolaborasi dengan media hiburan.