As the internet usage is rising and the use of smartphone also rising significantly, a lot of companies start to focus on their mobile marketing, including the cinemas companies. Mobile application is one of the strategies that the company use to help the customer easier to purchase or consume their product. But, it turns out that a lot of people still not convinced by the mobile application and still prefers the old fashioned way which was purchased it directly at the place. So, to find out more about the current situation, netnography have been conducted which was analysing the customer review of the product and also observing the cinema forum. Then, qualitative research was conducted to get the information more depth by doing interview to 30 people who likes to go to cinemas. After the attribute was found out, then quantitative research was conducted by spreading the questionnaire to the people who love to go to cinemas. The result here, the awareness of the mobile application itself is quite low and there’s also better segmentation and target market for the users. But the intention to use this mobile application is actually quite high.

• Muhammad Adriansyah(Institute Technology of Bandung, Indonesia)
• Mustika Sufiati Purwanegara(Institute Technology of Bandung, Indonesia)