PENGARUH KOMUNIKASI INFLUENCER @KIKIAULIAUCUP TERHADAP MINAT MASYARAKAT PADA FESTIVAL MUSIK LOKAL

NISSA, ADINDA CHAIRUN (2025) PENGARUH KOMUNIKASI INFLUENCER @KIKIAULIAUCUP TERHADAP MINAT MASYARAKAT PADA FESTIVAL MUSIK LOKAL. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The local music industry faces great challenges in attracting public interest amid the dominance of international music and globalization. Social media, especially through the role of influencers, has become one of the strategic means to promote local music festivals and revive appreciation for domestic music. This study aims to analyze the influence of persuasive communication carried out by @Kikiauliaucup influencers on people's interest in attending local music festivals such as Pestapora. This study uses a quantitative approach with a survey method. The data was obtained through a questionnaire distributed to 100 respondents, who were followers of @Kikiauliaucup's Instagram account. The variables measured included the credibility of the influencer, the appeal of the message, and the persuasive communication techniques used, as well as the influence on public interest in local music festivals. The results of the study show that persuasive communication carried out by @Kikiauliaucup has a significant influence on increasing public interest. The use of creative visual content, intense interaction with the audience, and inclusive messaging strategies are able to attract attention and encourage the community to support local music festivals. This study provides theoretical insights into the effectiveness of persuasive communication on social media and practical benefits for influencers and local music festival organizers in developing more effective promotional strategies. Keywords: persuasive communication, influencers, social media, local music festivals, community interest. Industri musik lokal menghadapi tantangan besar dalam menarik minat masyarakat di tengah dominasi musik internasional dan globalisasi. Media sosial, terutama melalui peran influencer, menjadi salah satu sarana strategis untuk mempromosikan festival musik lokal dan menghidupkan kembali apresiasi terhadap musik dalam negeri. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi persuasif yang dilakukan oleh influencer @Kikiauliaucup terhadap minat masyarakat dalam menghadiri festival musik lokal seperti Pestapora. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui kuesioner yang disebarkan kepada 100 responden, yang merupakan pengikut akun Instagram @Kikiauliaucup. Variabel yang diukur meliputi kredibilitas influencer, daya tarik pesan, dan teknik komunikasi persuasif yang digunakan, serta pengaruhnya terhadap minat masyarakat terhadap festival musik lokal. Hasil penelitian menunjukkan bahwa komunikasi persuasif yang dilakukan oleh @Kikiauliaucup memiliki pengaruh signifikan terhadap peningkatan minat masyarakat. Penggunaan konten visual kreatif, interaksi yang intens dengan audiens, dan strategi penyampaian pesan yang inklusif mampu menarik perhatian serta mendorong masyarakat untuk mendukung festival musik lokal. Penelitian ini memberikan wawasan teoretis mengenai efektivitas komunikasi persuasif di media sosial dan manfaat praktis bagi influencer serta penyelenggara festival musik lokal dalam menyusun strategi promosi yang lebih efektif. Kata Kunci : komunikasi persuasif, influencer, media sosial, festival musik lokal, minat masyarakat.

Item Type:	Thesis (S1)
Call Number CD:	FK/PR. 25 044
NIM/NIDN Creators:	44218010096
Uncontrolled Keywords:	komunikasi persuasif, influencer, media sosial, festival musik lokal, minat masyarakat.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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 700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.7 Education, Research, Related Topics of Music/Pendidikan Musik, Riset Penelitian Musik > 780.79 Competitions, Festivals, Awards, Financial Support/Kompetisi, Festival, Penghargaan, Dukungan Finansial Musik
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	07 Feb 2025 03:25
Last Modified:	07 Feb 2025 03:25
URI:	http://repository.mercubuana.ac.id/id/eprint/93985

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