PENGARUH KONTEN YOUTUBE GOING SEVENTEEN TERHADAP LOYALITAS PENGGEMAR BOYBAND K-POP SEVENTEEN

PUTRI, INDY HELENA (2023) PENGARUH KONTEN YOUTUBE GOING SEVENTEEN TERHADAP LOYALITAS PENGGEMAR BOYBAND K-POP SEVENTEEN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The increasing of social media usage can be utilized by companies to create variety engaging content for brands to be recognized and known by more audience. This research is focusing on the relation of Going Sventeen YouTube Content as as a form of Social Media Content Marketing and its correlation with the loyalty of K-Pop Boyband Seventeen fans who’s also known as Carat. The discussion on Social Media Content Marketing used Douglas Kar 5 dimensional concept which consists of Reader Cognition, Sharing Motivation, Persuasion, Decision-Making, and Life Factors. As for the Fan Loyalty it used Jill Griffin’s concept which consists of 4 dimensions namely Make Regular Repeat Purchases, Purchase Across Product and Service Lines, Refers Other, and Demonstrates Immunity to The Pull of The Competition. This research used a quantitative approach with survey methods and using the non-probability sampling techniques to get the sample. The population is taken from the average number of Going Seventeen 2022 viewers from February 9 2022 – July 13 2022. The result of this research found that the Going Seventeen YouTube Content variable affected the Seventeen K-Pop Boyband Fan Loyalty to 46% and the rest was influenced by other factors. The highest dimension found is the Reader Cognition while the lowest is on the Make Regular Repeat Purchase. Keywords: Social Media Content Marketing, Fan Loyalty, YouTube Content, New Media Meningkatnya penggunaan media sosial dapat dimanfaatkan oleh perusahaan dengan membuat beragam konten yang menarik agar brand dapat dikenal dan diketahui oleh lebih banyak masyarakat. Penelitian ini berfokus untuk membahas tentang hubungan antara konten YouTube Going Seventeen sebagai salah satu bentuk dari Social Media Content Marketing dan hubungannya dengan loyalitas penggemar boyband Kpop Seventeen atau yang biasa disebut Carat. Pembahasan tentang Social Media Content Marketing menggunakan konsep 5 dimensi dari Douglass Karr yang terdiri dari Reader Cognition, Sharing Motivation, Persuasions, Decision-Making, dan Life Factors. Dan konsep loyalitas penggemar menggunakan konsep milik Jill Griffin yang terdiri atas 4 dimensi, yaitu Make Regular Repeat Purchase, Purchase Across Product and Service Lines, Refers Other, dan Demonstrates Immunity to The Pull of The Competition. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey dan teknik pengambilan sampel dengan menggunakan teknik non probability sampling. Populasi diambil dari jumlah rata-rata penonton Going Seventeen 2022 sejak tanggal 9 Februari 2022 — 13 Juli 2022. Berdasarkan dari hasil penelitian didapatkan bahwa variabel Konten YouTube Going Seventeen mempengaruhi variabel Loyalitas Penggemar Boyband K-Pop Seventeen sebesar 46% dan untuk sisanya dipengaruhi oleh faktor lain. Dimensi tertinggi dalam penelitian ini adalah dimensi Reader Cognition sedangkan dimensi terendah ada pada dimensi Make Regular Repeat Purchase. Kata Kunci : Social Media Content Marketing, Loyalitas Penggemar, Konten YouTube, New Media

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 23 003
Call Number:	SK/43/23/015
NIM/NIDN Creators:	44319010041
Uncontrolled Keywords:	Social Media Content Marketing, Loyalitas Penggemar, Konten YouTube, New Media
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi) 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	17 Mar 2023 01:54
Last Modified:	17 Mar 2023 01:54
URI:	http://repository.mercubuana.ac.id/id/eprint/75165

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