Amanda, Najwa Keisya (2024) PENGARUH SOCIAL MEDIA MARKETING NETFLIX DI INSTAGRAM TERHADAP MINAT BELI KONSUMEN. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Perkembangan teknologi memberikan sarana informasi dan komunikasi yang sangat luas, Kini media sosial yang populer adalah Instagram, akun Instagram @netflixid memanfaatkan untuk promosi menggunakan konten menarik. Kecanggihan teknologi menciptakan streaming film melalui Netflix di smartphone dan media lain yang terkoneksi internet. Survei yang dirilis oleh GoodStats dengan sumber Populix mengungkapkan 12 aplikasi video streaming favorit masyarakat Indonesia yaitu Netflix tercatat dengan data 69% lebih banyak dibandingkan aplikasi streaming film lainnya. Tujuan penelitian adalah untuk menjelaskan pengaruh media sosial Instagram dalam pemasaran media sosial Netflix. Peneliti fokus pada dua variabel yaitu social media marketing (X) dan minat beli konsumen (Y). Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode survei. Teori yang digunakan adalah AISAS (Attention, Interest, Search, Action, Share). Pengambilan sampel menggunakan non-probability sampling. Populasi penelitian terdiri dari follower Instagram @netflixid dengan jumlah sampel sebanyak 100 orang yang dihitung menggunakan rumus Slovin. Hasil data diolah menggunakan SPSS melalui uji korelasi dan uji regresi. Hasil penelitian ini adalah adanya pengaruh Social Media Marketing Netflix di Instagram sebesar 44,4% terhadap Minat Beli Konsumen, di mana sisa dari nilai tersebut yaitu sebesar 55,5% merupakan faktor lain yang mempengaruhi Minat Beli Konsumen. Penelitian ini menyimpulkan responden yang berprofesi sebagai pelajar / mahasiswa sering berlangganan Netflix, terbukti dengan meningkatnya dampak social media marketing Netflix di Instagram terhadap minat beli konsumen. Namun banyak yang berpendapat faktor harga berlangganan ilegal Netflix mempengaruhi minat beli konsumen. Sehingga, perusahaan Netflix dapat lebih memperhatikan faktor harga berlangganan dan menjaga kebijakan keamanan Netflix. Technological developments provide a very broad means of information and communication. Currently, the most popular social media platform is Instagram. The Instagram account @netflixid is used to promote exciting content. Technological sophistication has created film streaming via Netflix on smartphones and other internet-connected media. A survey released by GoodStats with the source Populix revealed that the 12 favorite video streaming applications of Indonesian people, namely Netflix, were recorded as having 69% more data than other film streaming applications. The purpose of this research is to explain the influence of Instagram social media on Netflix's social media marketing. Researchers focus on two variables, namely social media marketing (X) and consumer buying interest (Y). This research uses a quantitative approach and survey methods. The theory used is AISAS (Attention, Interest, Search, Action, Share). Sampling uses non-probability sampling. The research population consisted of Instagram followers @netflixid, and a sample size of 100 people was calculated using the Slovin formula. The data results were processed using SPSS through correlation tests and regression tests. The results of this research show that Netflix's social media marketing on Instagram is 44.4% influenced by consumer buying interest, while the remaining 55.5% is another factor that influences consumer buying interest. This research concludes that respondents who work as students often subscribe to Netflix, as evidenced by the increasing impact of Netflix's social media marketing on Instagram on consumer purchasing interest. However, many people believe that the price of an illegal Netflix subscription influences consumers' buying interest. Netflix should pay more attention to subscription price factors and maintain its security policies.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320010028 |
| Uncontrolled Keywords: | Social Media Marketing, Minat Beli Konsumen, Netflix, Instagram, Teori AISAS Social Media Marketing, Consumer Buying Interest, Netflix, Instagram, AISAS Theory |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 22 Aug 2024 07:12 |
| Last Modified: | 22 Aug 2024 07:12 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90587 |
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